Elements of Consumer Customer segmentation:

Geographic – country, region, density, climate ….

Behavioural – benefits sought, purchase occasions, usage rate, loyalty status….

Demographic – age, gender, social class ….

Psychographic – lifestyle and personality ….


Recognizes that customers do not need the same product or hold the same spending power to create uniform demand


Threat of substitution from other segments

Determine KEY Success Factors

Sources: Speed, reliability, service, design, features, technology, corporate personality, relationship


To determine different market patterns that demands for different capabilities to compete

Well defined segments prevent customer segment switching and creates barriers to entry

Source of Consumer Customer segmentation:

Weinstein (1992)

Related Models & Sources: