1st criterion: Demographic criteria
Demographic criteria are among the most frequently used characteristics in customer segmentation.
They include factors such as:
- Age: Products or services can be developed specifically for certain age groups, for example toys for children or financial products for senior citizens.
- Gender: Gender-specific preferences can be taken into account in product development and advertising.
- Income: Income influences purchasing power and demand for premium or budget products.
- Level of education: The level of education can provide information about interest in certain products or services.
2nd criterion: Geographical criteria
Geographical segmentation is based on the customer’s place of residence or region.
Criteria here can include:
- Region: different regions often have specific needs and preferences, for example in terms of climate or culture.
- Urban vs. rural population: Consumers in urban areas often have different requirements than those in rural areas, for example in terms of mobility or infrastructure.
- National differences: Cross-border companies must take cultural and legal differences into account.
3rd criterion: Psychographic criteria
Psychographic characteristics go deeper than demographic and geographical data, as they look at the personality, lifestyles and values of customers:
- Personality: introverts or extroverts prefer different products and communication channels.
- Values and attitudes: Customers who value sustainability specifically look for environmentally friendly products.
- Lifestyle: People who are active in sports have different needs than those who lead a more leisurely lifestyle.
4th criterion: Behavioral criteria
The behavior of customers provides valuable information about their needs and preferences.
The most important behavioral criteria include
- Buying behavior: How often does a customer shop, and how much do they spend when they do?
- Brand loyalty: Does a customer always prefer the same brand or do they switch frequently?
- Usage behavior: How and how often is a product or service used?
- Price sensitivity: Do customers react sensitively to price changes, or is the price less relevant?
5th criterion: Technological criteria
In the digitalized world, technological segmentation is playing an increasingly important role.
Examples include:
- Online usage behavior: How active are customers on social media or e-commerce platforms?
- Devices: Do customers prefer smartphones, tablets or desktop computers?
- Technology acceptance: Are customers early adopters of new technologies or more conservative?
Conclusion
Customer segmentation is a crucial tool for effectively addressing different target groups and building long-term customer relationships.
The choice of the right criteria depends on the industry, the product and the company’s objectives.
While demographic and geographic criteria provide a solid basis, psychographic and behavioral approaches allow for a deeper and more differentiated analysis.
A combination of different criteria delivers the best results and helps companies to optimize their marketing strategies.
