23. Key Terms
•
Benefit segmentation groups consumers on the basis of the
benefits they derive from products or services.
•
Demographic segmentation groups consumers according
to easily measured, objective characteristics such as age,
gender, income, and education.
•
Geodemographic segmentation uses a combination of
geographic, demographic, and lifestyle characteristics to
classify consumers.
•
Geographic segmentation organizes customers into groups
on the basis of where they live.
24. Key Terms
•
Behavioral segmentation divides customers into
groups based on how they use the product or service.
•
Psychographic segmentation, or psychographics,
allows people to describe themselves using
characteristics that help them choose how they occupy
their time (behavior) and what underlying psychological
reasons determine these choices.
•
The Value and Lifestyle Survey (VALS) is a
psychographic tool that classifies consumers into eight
categories based on their answers to a questionnaire.
