Topics
segmentation, segment profile, segmentation criteria
Review the activity below or download the PDF student worksheet
Student Worksheet: How Would You Segment These Consumers
Student Discussion Activity
Below is a summary table of 12 consumers. Your task is to split them into segments, based on their characteristics in the information provided.
The Segmentation Rules
- You need to create three segments each time only.
- You must have at least two consumers in each segment.
- The consumers in the segment must have one or more things in common (based upon their characteristics).
Create Three Segments for These Consumers
| Consumer | Age | Where They Live | Marital Status | Social Class | Loyalty to Brands | Price Sensitivity | Lifestyle | Benefit Sought |
| 1 | 19 | Rural | Single | Lower | Low | Medium | Family | Best value |
| 2 | 47 | Suburbs | Married | Lower | Low | High | Social | Best price |
| 3 | 66 | Suburbs | Married | Middle | Low | High | Social | Best price |
| 4 | 23 | Rural | Married + children | Middle | Low | High | Family | Best price |
| 5 | 64 | Rural | Married + children | Lower | Medium | Medium | Family | Best value |
| 6 | 25 | City | Single | Middle | Medium | Medium | Sporty | Best quality |
| 7 | 35 | Suburbs | Single | Middle | Medium | Medium | Travel | Best value |
| 8 | 50 | Suburbs | Married + children | Upper | Medium | High | Family | Best price |
| 9 | 36 | Suburbs | Married + children | Middle | High | Low | Sporty | Best quality |
| 10 | 50 | City | Married | Middle | High | Medium | Travel | Best quality |
| 11 | 53 | Suburbs | Single | Upper | High | Low | Travel | Best quality |
| 12 | 70 | City | Married | Upper | High | Low | Sporty | Best value |
Student Discussion Questions
- There are eight characteristics for each consumer. Two are psychographic/lifestyle variables, three are behavioral variables, and three are geographic/demographic variables. Start by identifying which variables are in each of these categories.
- Identify three market segments, using:
- A. Psychographic/lifestyle variables as the segmentation base/s
- B. Behavioral variables as the segmentation base/s
- C. Geographic and/or demographic variables as the segmentation base/s
- For each approach, how would you define each of your segments? That is, create a brief segment profile for each segment. (Note: You should have nine segments – 3 X the three approaches.)
- Choose the segmentation approach that you think works best for these consumers (this market). That is, the best approach in this market is… psychographic, behavioral, OR geographic/demographic? Why?
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