SEGMENTATION ANALYSIS: Segmentation division Resulting segments Target % Advantages Disadvantages Geography • Location • Market size • Market density • Climate 40% • Effective approach with limited budgets • This works well in different areas of population density or significant changes in lifestyle from one region to another • It is quite limited because it assumes that all consumers have similar needs Demographics • Age • Gender • Income • Class social 30% • It is simple to apply and use, as government statistical data is readily available available in most countries • It is easy to understand for everyone, from management to customer service staff • It is a very poor understanding of the consumer • Consumers in the same demographic would have similar needs Psychographic • Personality • Values ​​• Attitudes • Lifestyle 10% • This gives much better insight into the customer's identification of needs and underlying motivations. • By understanding the customer, we could improve our segments. • This approach requires detailed customer data. • Segment improvement is not easily accessible. Advantage • Benefits sought. ...