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There are two types of segmentation variables:(1) Needs(2) ProfilersThe basic criteria for segmenting a market are customer needs. To find the needs of customers in a market, it is necessary to undertake market research.Profilers are the descriptive, measurable customer characteristics (such as location, age, nationality, gender, income) that can be used to inform a segmentation exercise.The most common profilers used in customer segmentation include the following:Profiler ExamplesGeographic• Region of the country
• Urban or ruralDemographic• Age, sex, family size
• Income, occupation, education
• Religion, race, nationalityPsychographic• Social class
• Lifestyle type
• Personality typeBehavioural• Product usage - e.g. Light, medium ,heavy users
• Brand loyalty: None, medium, high
• Type of user (e.g. With meals, special occasions)
• Urban or ruralDemographic• Age, sex, family size
• Income, occupation, education
• Religion, race, nationalityPsychographic• Social class
• Lifestyle type
• Personality typeBehavioural• Product usage - e.g. Light, medium ,heavy users
• Brand loyalty: None, medium, high
• Type of user (e.g. With meals, special occasions)
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