1. Market Segmentation
dividing a particular market into sections, which display similar characteristics or behaviour

2. Demographics

3. Demographic Segmentation

4. Age – different needs (kids, old people) Gender – cosmetics, clothing,
All Bar one (London) –encourage women’s social drinking
Unisex products (works on the similarity between the 2 genders)

5. Income
income

6. Life cycles
Holidays: families, 18-30s singles, those in their 50s.

7. Geographic

9. Lifestyle groups Yuppie Associations Mobile High valued house/flat
Yuppie Associations
Mobile
High valued house/flat
Good Salary
Young branded car.
Third Agers Associations.
50's
Retired early from profession.
Time to spare
Adventure Seekers

10. Social class
Divides society into  6 distinct groups based solely on occupation.
A    Professional staff
B    Middle management
C1   Junior management
C2   Skilled manual
D     Semi-skilled and unskilled workers.
E     Those dependent on the state.

11. Personality
18-25, outgoing, independent – what products?

13. occasion
Products bought at Christmas, Easter, Mother’s day

14. Usage rate
light
medium
users
Heavy
targeted