Ways to segment the market

Generally there are three ways that the total market (all consumers) can be divided up into discrete, identifiable groups or market segments – demographic, behavioural, psychographic. These three bases of market segmentation are outlined briefly in the table below and then expanded in more detail in the next section.

Demographic	Behavioural	Psychographic
Age	Motivation/purpose of travel	Personality
Gender	Frequency of use/purchase	Identity
Geographic region	Decision making processes	Lifestyle (activities, interests, opinions)
Stage in the family life cycle	Benefits sought from the experience
Education	Usage
Ethnic background and culture	Attitudes, perceptions, values, beliefs
Occupation or social class
Sexual orientation