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Market segmentation criteria of psychographic nature allow to divide the market into segments based on variables such as social class, lifestyle and personality. Also, demographic variables are rather easy to measure in contrast to many others. The reason is that consumer needs and wants are often interrelated with demographic variables. Worthy of note is the fact that demographic market segmentation variables are the most popular bases for consumer market segmentation. It divides the market into segments based market segmentation criteria that tell us something about the population: age, gender, family size etc. Demographic Market Segmentationĭemographic market segmentation is all about people. Geographic market segmentation divides the market into geographical units, which can be nations, states, regions, cities or even neighbourhoods. The first group of market segmentation criteria is based on geographic variables. Multiple Criteria Market Segmentation Market Segmentation Criteria Geographic Market Segmentation.However, for a meat-producing firm, this may be one of the most important market segmentation criteria. For example, car manufacturers would gain little by distinguishing between vegetarians and non-vegetarians. Bear in mind that not all market segmentation criteria are relevant and useful for every company. These criteria can be based on geographic, demographic, psychographic and behavioural variables. In other words, how to segment markets? On basis of what criteria will you target your customers?įor this, you have to group consumers based on market segmentation criteria that are relevant for your company. To meet these requirements for profitable segments, you need to select relevant market segmentation criteria. Market segments must be measurable, accessible, substantial and actionablein order to deserve your attention. Learn how to segment markets appropriately! To maximize the effectiveness of your segmentation, you must clearly segment markets using the right market segmentation criteria.