74 Examples of Market Segmentation

John Spacey, April 14, 2020

Marketing segmentation is the practice of identifying groups of people for a target market or target audience. A segment is typically designed to be reachable, measurable, winnable and big enough to be relevant to your revenue goals. The following are the common types of marketing segment with examples of each.

Demographic

A demographic is a segment based on the characteristics of people. For example, a hotel near a theme park that caters to families with young children.

Age	Culture
Education Level	Employment
Ethnicity	Family Size
Gender	Generation
Health Status	Income Level
Language	Life Stage
Marital Status	Profession
Religion	Residence Type
Wealth

Geographic

Targeting customers by where they live or spend time. For example, a restaurant that targets office workers in a particular neighborhood.

City	Leisure Location
Living Location	Nation
Neighborhood	Region
Rural	Shopping Location
Suburban	Urban
Work Location

Psychographic

Segmentation based on how people think. For example, an organic tea for people who are concerned about health and the environmental impact of their purchases.

Affinity	Attitudes
Causes	Interests
Opinions	Personality
Values

Behavioral

Segmentation based on consumer behavior and situation. Behavioral segmentation tends to overlap a great deal with psychographic segmentation. For example, a shoe for a consumer who seeks social status and has an affinity for gold and other glitzy colors.

Adopter Status	Brand Loyalty
Customer Journey	Customer Needs
Customer Perceptions	Customer Satisfaction
Engagement Level	Knowledge of Product
Lifestyle	Occasions
Price Sensitivity	Purchase Motivation
Recently Purchased Items	Recently Viewed Items
Risk Perceptions	Shopping Frequency
Shopping Style	Situation
Usage Frequency

Occasion refers to events in a person's life such as a birthday or graduation. A situation can be any situation where a consumer might buy something such as a pillow purchased at an airport before a flight.

Firmographic

Characteristics of organizations that are used to segment for b2b marketing.

Budget by Product Category	Business Needs
Buying Situation	Credit Rating
Customer Satisfaction	Customers of a Competitor
Firm Size	Industry
Location	Market Share
Number of Employees	Number of Locations
Organization Type	Organizational Structure
Ownership Factors	Purchasing Cycle
Purchasing Process	Revenue
Share of Wallet	Years in Business