Demographic Segmentation and the important variables


Demographic Segmentation Variables are most often used to develop a customer profile. Demographic Segmentation divides the market into groups based upon variables such as age, sex, family size, income, education and so on. Below depicts examples of Demographic Segmentation Variables. Which Variables apply to your particular product/business/customer?

    Age - Under 5, 5-10, 11-15, 16-19, 20-35, 36-49, 50-64, 65+, other. What groups are most likely to buy your product? Does age matter?

    Sex - Female, Male, Both Sexes. What sex will more readily purchase your product? Is the sex of a consumer a major consideration?

    Family Size - 1-2, 3-4, 5-6, 7+, other. Is family size a major issue in the purchase decision of your product? If so, what is the ideal family size?

    Family Structure - Young & single with no kids, young & married with no kids; young & married with youngest child under 5; young& married with youngest child 5 or over; older & married with children; older & married with no children; divorced, single; etc... Does the family structure have an effect on whether your product is purchased?

    Income - Under $10,000, 10,000-14 ,999, 15 000-24 999, 35 000-49 999, 50 000 and over. What Income level will most of your customers fall into? Is income a major issue?

    Occupation - Professional managers and officials, business owners; clerical workers, craftspeople, farmers, homemakers, unemployed, retired, students. What occupation will most of your customers hold? Is occupation a major consideration?

    Education - Pre-school, grade-school; high school not completed; graduated high school; some university; graduated university, Masters degree, PHD. What education level will most of your customers have? Is education an important factor?

    Religion - Catholic, Protestant, Jewish, other. Does the religion of a consumer determine whether they purchase your product?

    Race - Oriental, black, white, other. Does the race of a consumer determine whether or not they purchase your product?

    Nationality - American, Canadian, Germany, Italian, European, British, Scandinavian, Latin American, Japanese, Chinese, other. Does the nationality of a consumer determine whether or not they purchase your product?


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