Types of segmentation? Geographic Demographic Geodemographic: Location Age Sex Race Income Occupation Socio- economic status Family structure Analysis of people by where they live Combination of Geographic, demographic and lifestyle data (B) Targeting 1) Geographic · Area type · Area density · House type 2) Demographic · Age · Gender · Family size · Family life cycle · Income · Education · Nationality · House ownership · Ownership of durables 3) Behavioural · Purchase occasion · Benefits sought · User status · Usage rate Psychographic Lifestyle - believes, attitudes, opinions. Plummer: Activities Interests Opinions Demographics Behaviour Multivariable Relationship between customer and product More than 1 approach Benefit sought from the product: Usage rate Loyalty Attitudes toward the product
· Loyalty status · Readiness state · Attitude towards product / service 4) Psychographic · Social class · Lifestyle · Personality · Fashion orientation 5) Geodemographic > Combines Location and Demographic Information with its ACORN system > ACORN is based around census data: V Basic premise is that people who live in similar areas have similar lifestyles, behaviour and purchasing habits 1 Census data includes: V Household size V Ethnic Origin V Number of cars V Family size V Occupation Affluent Achievers ACORN Categories . A Wealthy Executives - A.1 Affluent mature professionals, large houses - A.2 Affluent working families with mortgages - A.3 Villages with wealthy commuters - A.4 Well-off managers, larger houses . B Affluent Greys - B.5 Older affluent professionals - B.6 Farming communities - B.7 Old people, detached homes - B.8 Mature couples, smaller detached homes · C Flourishing Families - C.9 Larger families, prosperous suburbs, - C.10 Well-off working families with mortgages - C.11 Well-off managers, detached houses - C.12 Large families & houses in rural areas
Urban Prosperity · D Prosperous Professionals ? . D.13 Well-off professionals, larger houses and converted flats D.14 Older professionals in detached houses and apartments · E Educated Urbanites ? E.15 Affluent urban professionals, flats ? E.16 Prosperous young professionals, flats · E.17 Young educated workers, flats ? E.18 Multi-ethnic young, converted flats ? E.19 Suburban privately renting professionals · F Aspiring Singles ? F.20 Student flats and cosmopolitan sharers ? F.21 Singles & sharers, multi-ethnic areas ? F.22 Low income singles, small rented flats ? F.23 Student Terraces Comfortably Off . G Starting Out ? ? G.24 Young couples, flats and terraces G.25 White collar singles/sharers, terraces . H Secure Families . H.26 Younger white-collar couples with mortgages ? H.27 Middle income, home owning areas · H.28 Working families with mortgages ? H.29 Mature families in suburban semis · H.30 Established home owning workers ? H.31 Home owning Asian family areas · I Settled Suburbia ? I.32 Retired home owners ? I.33 Middle income, older couples ? I.34 Lower income people, semis · J Prudent Pensioners ? J.35 Elderly singles, purpose built flats ? J.36 Older people, flats Modest Means Hard Pressed