Major Segmentation variables for Consumer Markets

Geographic

Region South India, Western Region, North, East City Class-I cities, class-II cities, metro cities, cities with a population of 0.5 million to 1 million, cities with a population of over 1 million Rural and Semi-urban areas Rural villages with a population of over 10,000; semi-urban areas; small towns with a population between 20,000 and 50,000.

Major Segmentation variables for Consumer Markets

Demographic
Age
Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+

Family size
Young, single; young, married, no children; young, married, youngest child under 6; young, marreid, youngest child under 6 or over; older, married, with children; older , married, no children under 18; older, single; other

Gender
Male, female

Income
Low (upto Rs.40,000 p.a.), lower middle (Rs.40,001-80,000 p.a.), middle (Rs.80,0001-1,20,000 p.a.) upper middle (Rs.1,20,001-1,60,000) and high (above Rs.1,60,000) (see Chapter 6)

Occupation Unskilled worker, skilled worker, petty traders, shop owners, businessman/industrialist, selfemployed (professionals, clerical/salespersons, supervisory levels, officers/junior executives, middle/senior executives

Major Segmentation variables for Consumer Markets

Education
Illiterate, school up to 4 years, school between 5 and 9 years, SSC/HSC, nongraduate, graduate/postgraduate (general), graduate/postgraduate (professional)

Socio-Economic Classification (SEC) based on % of households URBAN :A11, A21.8, B12.5, B22.4, C6.1, D6.6, E13, E25 (See Chapter 6 for details) RURAL : R1 , R2 , R3, R4

Major Segmentation variables for Consumer Markets

Psychographic
Lifestyle
Culture-oriented, sports-oriented, outdoor-oriented

Personality Compulsive, gregarious, authoritarian, ambitious.

Major Segmentation variables for Consumer Markets

Behavioral
Occassions Regular, Special Benefits Quality, service, economy, speed User status Nonuser, ex-user, potential user, first-time user, regular user. Usage rate Light, medium, heavy

Major Segmentation variables for Consumer Markets

Behavioral
Loyalty status hard core loyals 1, split 2/3, shifting n switchers 0 None, medium, strong, absolute Readiness stage Unaware, aware, informed, interested, desirous, intending to buy Attitude toward product Enthusiastic, positive, indifferent, negative, hostile