Marketing Management 3(2+1)

Lesson 10 : Market Segmentation

Geographic Segmentation Variables

Geographic variables often used in segmentation include

Region: by continent, country, state, or even neighborhood; Size of metropolitan area: segmented according to size of population; Population density: often classified as urban, suburban, or rural; Climate: according to weather patterns common to certain geographic regions

• The reason to study this is because WHERE people live has a big effect on their consumption patterns, also a reflection of their income level and certain assumptions about their ABILITY TO SPEND can be made
• This helps people plan store locations and the location of other services.
• Equipment and recreation ,clothing purchases are also affected by climate/geography