demographic segmentation

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Demographic segmentation is the process of dividing the market into segments based on variables such as:

  • age
  • gender
  • income
  • occupation
  • education
  • religion
  • ethnicity
  • generation
  • life-cycle stage

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Further Discussion on Demographic Segmentation:

Demographic factors are a popular base for segmenting consumer groups. They are the easiest of variables to measure, unlike likes and dislikes or personality variables, also know as psychographic variables or segmentation.

Before a marketer even begins to measure a consumers preference or behavior, they must first determine the segments demographic characteristics to better asses the size of  the market so that they can reach the target more effectively.
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