TASK ENVIRONMENT

CUSTOMERS

DEMOGRAPHIC SEGMENTATION

Age:
Gender:
Income:
Level of education:
Religion:
Profession:

Psychographic segmentation:

Personality
Hobbies
Social status
Opinions
Life goals
Values and beliefs
Lifestyle

Geographic segmentation: The where

Geographic segmentation is the process of grouping customers based on where they live and where
they shop. People who live in the same city, state or zip code typically have similar needs, mindsets
and cultural preferences.
The real advantage of geographic segmentation is it provides an insight into what your customers’
location says about a number of geo-specific variables, such as their:
Climate
Culture
Language
Population density – (urban vs rural)

Behavioral segmentation: The how

Behavioral segmentation is the process of grouping customers based on common behaviors they
exhibit when they interact with your brand.
For this type of segmentation, you can group your audience based on their:
Spending habits
Purchasing habits
Browsing habits
Interactions with your brand
Loyalty to your brand
Product feedback