Stage 1 Segmentation Variables

Stage 1 segmentation consists of variables that can be easily identified through demographics (i.e., statistics that describe a population), geographics (i.e., location issues), and financial information. For both consumer and business segmentation, this information focuses mostly on easy to obtain data from such sources as government data (e.g., census information), examining secondary data sources (e.g., news media), trade associations and financial reporting services. While Stage 1 segmentation does not offer the segmentation benefits available with higher-level stages, the marketer generally benefits from accomplishing the segmentation task in a short time frame and at lower cost.


Stage 1 Market Segmentation

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Step 1: Identify Market Segments
Stage 2 Segmentation Variables