| Segmentation Criteria
| Description
| B2C Attributes
| B2B Attributes
|
|---|---|---|---|
| Demographics
| Grouping market units by categorical, descriptive characteristics, answers “who” questions.
| Age Gender Income Education Social status Family Life stage Occupation | Industry vertical Size Performance Ownership Years in business Customer type/status Technology |
| Geographics
| Grouping units in the market using variables tied to location; answers “where” questions
| Country City Zip Code Language Area Population | Region Country Regulations Language Office Location HQ Location |
| Psychographics
| Grouping market units using psychological, sociological variables; answers “why” questions.
| Lifestyle AIO: activity, interest, opinion Concerns Personality Values Attitudes | Buyer motives Risk tolerance Interests Values |
| Behavioral
| Grouping market units based on past predicted behavior; answers “how” questions.
| Purchase usage Intent Occasion Buyer stage User status Life cycle stage | Decision process Readiness stage Product usage pattern |
| Benefits sought
| Grouping market units based on the underlying utility or need driving decisions; answers “what” questions.
| Needs Jobs-To-Be-Done | Needs Jobs-To-Be-Done |
Created
May 18, 2022 21:30
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