Principles of marketing Essay

They include demographics, psychographics, consumer behaviors, and geographical locations. Psychographics involves the segmentation of the consumer markets on the basis of qualitative attributes of the customers. It involves the creation of consumer market subgroups on the basis of the values, interest, attitudes, personality, lifestyles among other personal attributes. An example of psychographic segmentation based on lifestyle is a luxury car brand that customizes the vehicles as per the needs of customers. The second variable is the purchase behaviors. An example of this segmentation would be a car company manufacturing a product that would best appeal to the youth between 25 to 35 years. The last variable in the segmentation of consumer markets is geographical segmentation. It aims at serving customers in particular areas, or customers that consume certain products as a result of where they are located.