INDEPENDENT RESEARCH AGENCY

Segmentation, lifestyle

The basic purposes for segmentation of consumers are to determine:

• Market niches
• Strategies of consumer choice
• Target groups

1. Segmentation by social-demographic and psychographic parameters, e.g.:

• Social classes
• Consumption and lifestyle
• Psychological types

2. Segmentation by consumer behavior, e.g.:

• Innovators
• Moderate innovators
• Traditionalists
• Conservatives

3. Consumption segments:

• Heavy users
• Medium users
• Light Users
• Rejecters
• Non users

4. Segmentation by needs. The basic tasks are to determine:

• Market needs, which will become the most and the least important
• New needs and values, which may appear on the market
• Market segments and user’s requirements and expectations
• Consumers' lifestyles
• Current positioning of the brands and ways to strengthen it
• Opportunities to launch a new brand

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