<Table> <Tr> <Th> Segmentation base </Th> <Th> Brief explanation of base ( and example ) </Th> <Th> Typical segments </Th> </Tr> <Tr> <Td> Demographic </Td> <Td> Quantifiable population characteristics . ( e.g. age , gender , income , education , socio - economic status , family size or situation ) . </Td> <Td> e.g. Young , Upwardly - mobile , Prosperous , Professionals ( YUPPY ) ; Double Income No Kids ( DINKS ) ; Greying , Leisured And Moneyed ( GLAMS ) ; Empty - nester , Full - nester </Td> </Tr> <Tr> <Td> Geographic </Td> <Td> Physical location or region ( e.g. country , state , region , city , suburb , postcode ) . </Td> <Td> e.g. New Yorkers ; Remote , outback Australians ; Urbanites , Inner - city dwellers </Td> </Tr> <Tr> <Td> Geo - demographic or geoclusters </Td> <Td> Combination of geographic & demographic variables . </Td> <Td> e.g. Rural farmers , Urban professionals , ' sea - changers ' , ' tree - changers ' </Td> </Tr> <Tr> <Td> Psychographics </Td> <Td> Lifestyle , social or personality characteristics . ( typically includes basic demographic descriptors ) </Td> <Td> e.g. Socially Aware ; Traditionalists , Conservatives , Active ' club - going ' young professionals </Td> </Tr> <Tr> <Td> Behavioural </Td> <Td> Purchasing , consumption or usage behaviour . ( e.g. Needs - based , benefit - sought , usage occasion , purchase frequency , customer loyalty , buyer readiness ) . </Td> <Td> e.g. Tech - savvy ( aka tech - heads ) ; Heavy users , Enthusiasts ; Early adopters , Opinion Leaders , Luxury - seekers , Price - conscious , Quality - conscious , Time - poor </Td> </Tr> <Tr> <Td> Contextual and situational </Td> <Td> The same consumer changes in their attractiveness to marketers based on context and situation . This is particularly used in digital targeting via programmatic bidding approaches </Td> <Td> e.g. Actively shopping , just entering into a life change event , being physically in a certain location or at a particular retailer which is known from GPS data via smartphones . </Td> </Tr> </Table>
<Table> <Tr> <Th> Segmentation base </Th> <Th> Brief explanation of base ( and example ) </Th> <Th> Typical segments </Th> </Tr> <Tr> <Td> Demographic </Td> <Td> Quantifiable population characteristics . ( e.g. age , gender , income , education , socio - economic status , family size or situation ) . </Td> <Td> e.g. Young , Upwardly - mobile , Prosperous , Professionals ( YUPPY ) ; Double Income No Kids ( DINKS ) ; Greying , Leisured And Moneyed ( GLAMS ) ; Empty - nester , Full - nester </Td> </Tr> <Tr> <Td> Geographic </Td> <Td> Physical location or region ( e.g. country , state , region , city , suburb , postcode ) . </Td> <Td> e.g. New Yorkers ; Remote , outback Australians ; Urbanites , Inner - city dwellers </Td> </Tr> <Tr> <Td> Geo - demographic or geoclusters </Td> <Td> Combination of geographic & demographic variables . </Td> <Td> e.g. Rural farmers , Urban professionals , ' sea - changers ' , ' tree - changers ' </Td> </Tr> <Tr> <Td> Psychographics </Td> <Td> Lifestyle , social or personality characteristics . ( typically includes basic demographic descriptors ) </Td> <Td> e.g. Socially Aware ; Traditionalists , Conservatives , Active ' club - going ' young professionals </Td> </Tr> <Tr> <Td> Behavioural </Td> <Td> Purchasing , consumption or usage behaviour . ( e.g. Needs - based , benefit - sought , usage occasion , purchase frequency , customer loyalty , buyer readiness ) . </Td> <Td> e.g. Tech - savvy ( aka tech - heads ) ; Heavy users , Enthusiasts ; Early adopters , Opinion Leaders , Luxury - seekers , Price - conscious , Quality - conscious , Time - poor </Td> </Tr> <Tr> <Td> Contextual and situational </Td> <Td> The same consumer changes in their attractiveness to marketers based on context and situation . This is particularly used in digital targeting via programmatic bidding approaches </Td> <Td> e.g. Actively shopping , just entering into a life change event , being physically in a certain location or at a particular retailer which is known from GPS data via smartphones . </Td> </Tr> </Table>
a person 's income is an example of what kind of market variable
a person 's income is an example of what kind of market variable
Demographic
Demographic