| A | B |
|---|
| GEOGRAPHIC SEGMENTATION | region, city size, density of area, climate. |
| region | north, south, east, west |
| city size | major metropolitan, small cities, towns |
| density of area | urban, suburban, exurban, rural |
| climate | temperate, hot, humid |
| DEMOGRAPHIC SEGMENTATION | age, sex, marital status, income, education, occupation |
| age | under, 11, 12-17, 18-34, 35-49, 50-64, 65-74, 75+ |
| sex | male, female |
| marital status | single married, divorced, living together, widowed |
| income | under $15,000, $15,000-24,999, $25,000-39,999, $40,000-64,999, $65,000- and over |
| education | some high school, high school graduate, some college, college graduate, postgraduate |
| occupation | professional, blue-collar, white-collar, agricultural |
| PSYCHOGRAPHIC/PSYCHOLOGICAL SEGMENTATION | VALS2, attitudes, needs-motivation |
| VALS2 | achievers, believers, strivers, fulfillers, experiencers, maker, struggler |
| attitudes | positive attitude, negative attitude |
| needs-motivation | shelter, safety, security, affection, sense or worth |
| SOCIOCULTURAL SEGMENTATION | culture, subculture-religion, subculture-race/ethnicity, social class, family lifestyle |
| culture | American, Italian, Chinese, Mexican |
| subculture-religion | Catholic, Jewish, Protestant |
| subculture-race/ethnicity | African-American, Caucasian, Oriental, Hispanic |
| social class | lower, middle, upper |
| family lifestyle | bachelors, young marrieds, empty nesters |
| BENEFIT SEGMENTATION | convenience, prestige, economy, value-for-the-money |
| USE-RELATED SEGMENTATION | usage rate, awareness, brand loyalty |
| usage rate | heavy users, medium users, light users, nonusers |
| awareness | unaware, aware, interested, enthusiastic |
| brand loyalty | recognition, preference, insistence |
| USE-SITUATIONAL SEGMENTATION | time, objective, location, person |
| time | leisure, work, rush, morning, night |
| objective | personal use, gift, snack, fund achievement |
| location | home,work, friend's home, in-store |
| person | self, friends, boss peer |
| HYBRID SEGMENTATION | geodemographics |
| geodemographics | young-suburbia, blue-blook estates |
|
