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Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the ... - page 3 / 21

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7-3

Segmentation Variables

Geographic.

Area, population density, climate, etc.  

Demographic.

Age, sex, life cycle, income, job, etc.

Psychographic.

Lifestyle, personality, etc. Dividing a market into different groups based on:

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Social class.

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Lifestyle.

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Personality characteristics.

Behavioural.

Benefits sought, status, usage rate, loyalty, attitudes, etc.

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