case analysis of table segmentation

3. TABLE EXPLAINING BASIS FOR SEGMENTATION Basis For Segmentation

Sub-basis For Segmentation (Examples)

DEMOGRAPHIC

Age: under 6, 6-11, 12-19, 20-34, 35–49, 50–64, 65

Family Size: 1-2, 3-4, 5….

Family life cycle: Young, single; young, married, no children; young, married, youngest child under 6; young, married, youngest child 6 or over; older, married, with children; older, married, no children under 18; older, single; other

Gender: Male, female

Income: Under $9,999; $10,000-$14,999; $15,000-$19,999;

$20,000-$29,999; $30,0000-$49,999; $50,000-$99,999;

$100,000 and over

Occupation: Professional and technical; managers, officials, and proprietors; clerical, sales; craftspeople; forepersons; operatives; farmers; retired; students; homemakers; unemployed

Education: Grade school or less; some high school; high school graduate; some college; college graduate

Religion: Catholic, Protestant, Jewish, Muslim, Hindu,

Race: White, Black, Asian, Hispanic

Generation: Baby boomers, Generation Xers

Nationality: North American, South American, British,

French, German, Italian, Japanese

Social Class: Lower lowers, upper lowers, working class,

middle class, upper middles, lower uppers,

upper uppers

PSYCHOGRAPHIC

Lifestyle: Straights, swingers, longhairs

Personality: Compulsive, gregarious, authoritarian,

ambitious

BEHAVIORAL

Occasions: Regular occasion, special occasion

Benefits: Quality, service, economy, speed

User status: Nonuser, ex-user, potential user, first-time

user, regular user

Usage rate: Light user, medium user, heavy user

Loyalty status: None, medium, strong, absolute

Readiness stage: Unaware, aware, informed, interested,

desirous, intending to buy

Attitude toward product: Enthusiastic, positive, indifferent,

negative, hostile