Segmentation -

Should I Use Hybrid Segmentation Bases?

Hybrid segmentation is effectively multiple segmentation using segmentation bases from different categories and combining them into one overall segmentation approach. For example, we could combine aspects of demographic segments, psychographic information, and consumer behavior data into the one segmentation structure.

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Should I Use Benefits Sought Segmentation Bases?

Benefit segmentation is an approach built around the base need of consumers. In other words, what are they primarily looking for when they purchase the product? As implied by the term “benefits sought”, brands and products are positioned around a specific benefit that a consumer is seeking.

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Should I Use Behavioral Segmentation Bases?

Behavioral segmentation is looking at how consumers behave as consumers in the marketplace. It revolves around their actions, behavior, and attitudes and opinions towards products and brands. But how helpful and effective is this approach to segmentation? This article explores the advantages and limitations of using behavioral segmentation bases when identifying target markets.

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Should I Use Psychographic Segmentation Bases?

Psychographic segmentation is looking at consumer’s lifestyles, activities, and interests. It is a very effective way of understanding the consumer as a “person”. But how effective is this segmentation approach for marketing purposes? This article explores the advantages and limitations of using psychographic segmentation bases identifying target markets.

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Should I Use Demographic Segmentation Bases?

Should you use demographic segmentation? While in most cases you should probably not use demographics in isolation, this article will explore the advantages and limitations of using this approach to segmentation.

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Should I Use Geographic Segmentation Bases?

This article explores the advantages and limitations of geographic segmentation. And although it is a segmentation approach which is somewhat dated (more likely to be used in the past) it still has relevant use, providing the geography changes the underlying needs of the consumers in the market.

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Understanding Benefit Segmentation

What is benefit segmentation? It is splitting up the market based upon the key benefits sought by consumers. Find out more...

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Understanding Demographic Segmentation

Demographic segmentation is a common approach, but needs to be used with care – find out more about demographic segmentation and how to use it.

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Understanding Psychographic Segmentation

Psychographic segmentation , also known as lifestyle segmentation, is one of the four main segmentation bases used in segmenting consumer markets - find out more!

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Difference between Behavioral and Psychographic Segmentation

Marketing students often confuse the difference between behavioral and psychographic segmentation. The reason is the word “behavioral” – as it suggests how consumers behave, so how can that be different to their psychographic equal lifestyle behavior?

Good question, so let’s explore the differences in this article.

Summary of Differences Between Psychographic and Behavioral Segmentation

Psychographic and behavioral segmentation are two distinct yet complementary approaches to dividing a market, each focusing on different aspects of consumer profiles.…

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