Major Segmentation Variables
1.Geographic Segmentation
Region (SEA, NEA, SA)
City size
2.Demographic Segmentation
Create groups according to :
age, gender, race, religion, generation, nationality
family life cycle (young & single, young, married & no children, young, married with children below 6...)
family size, family type (nucleus, small / large),
income, occupation, education
social class (lower, middle & upper
3.Psychographic Segmentation
Lifestyle (The Change, The Participation, The Freedom, The Stability)
Personality (Compulsive, aggressive, gregarious, authoritarian, ambitious)
4.Behavioral Segmentation
Occasion
Benefits
User Status
Usage rate
Loyalty status
Buyer readiness stage
Attitude toward product
