TypeCustomer type such as consumers versus businesses.Demographics such as age, gender, education, nationality, religion and ethnicity. For example, an insurance product for seniors.
IncomeIncome level such as a hotel designed for families on a budget.price sensitivities relative to product categories. For example, consumers who are price insensitive when shopping for greeting cards and are willing to pay a premium for the right card. risk they pose to you. For example, a flood insurance product with low rates for homes deemed to be at low risk.
Risk PerceptionsSegmenting a market based on their risk perceptions and tolerance. For example, a financial product for customers who want to protect their money from inflation without taking any market risk.
LocationSegments based on geography such as a restaurant chain that customizes its menu to include local foods from each region and city.target your most loyal customers or perhaps your least loyal customers. For example, a fashion brand that releases limited addition items that are promoted to loyal customers.
EnthusiastsSegments based on the enthusiasm of customers for a brand, technology or product category. For example, a toy train set designed for beginners versus a set designed for serious hobbyists.
ReadinessCustomers who are willing to immediately jump in and buy versus those that are a difficult sell. For example, promotional messages geared to early adopters of a new technology versus promotions for laggards.
KnowledgeSegments of the market who know a lot about your products versus those who don't. For example, a line of men's suits designed, priced and promoted to individuals who know suits.
ContextSegments based on situations such as greeting cards for a particular holiday, occasion or life event.Distribution channel based segments. For example, a fashion brand that views retail customers as a different segment than ecommerce customers.
ValuesValues such as customers who seek to minimize the environmental impact of their purchases.
|Overview: Market Segment
A group of potential customers who have something in common that can be used to optimize marketing.