This document discusses customer segmentation and the different ways customers can be categorized for marketing purposes. It outlines key demographic factors like age, gender, education level, and socioeconomic attributes that are used to segment customers. Psychographic factors related to lifestyles, interests and attitudes are also important. Customers can be further segmented by generation, geography, benefits sought from products, and their willingness to adopt new products as innovators, early adopters, early majority, late majority or laggards. Proper customer segmentation allows companies to better understand customer needs, improve products and marketing, and stay ahead of competitors.

1. CUSTOMER
SEGMENTATION

2. Who your customer is?
• Customers' preferences and needs
• A consumer profile is a way of describing a consumer categorically so
that they can be grouped for marketing and advertising purposes.

3. First tier (group)
• Demographics, socioeconomic status, and product usage.
Second tier (group)
• Psychographics, generation, geography, geodemographic, and
benefits sought.

4. Demographic:
• Attributes related to age, city or region of residence, gender, race and
ethnicity, and composition of the household.
• Age
• Gender
• Race/Ethnicity
• Education Level
• Occupation
• Hometown/Neighborhood
• Living Situation
• Household (familia)
• Religion
• Physical Characteristics (body type, hairstyle)

5. Socioeconomic & Psychographics segments
• Socioeconomic: Attributes related to household income (ingresos),
educational attainment (logro), occupation.
• Psychographics: Attributes related to lifestyles, life stage, personality,
attitudes, opinion, and even voting behavior.
• Hobbies
• Interests
• Favorite TV shows, music, websites, or media
• Likes/Dislikes
• Spending habits
• Anxieties (ansiedades)
• Political views

6. Other segments
• Generation: Attributes related to a specific identifiable generation
group.
• Geography: Attributes related to the geographical area in which
consumers reside and work.
• Geodemographic: Attributes that combine geography and
demographics which may cluster into identifiable groups.
• Benefits Sought (buscado, deseado): Attributes related to the
benefits that consumers seek when they shop for products and
services.

7. Benefits of customers segmentation
• improve customer service
• assist in customer loyalty and retention.
• staying a step ahead of competitors
• improving products to meet customer expectations
• company can market to each group differently and focus on what
each kind of customer needs at any given moment.

8. 5 Main Types of Customers when marketing a
new product
•Innovators
•Early Adopters
•Early Majority
•Late Majority
•Laggards

9. Innovators
• First customers to try a new product
• Highly curious and creative
• Risk takers
• They are usually on the higher level of social class

10. Early Adopters
• Geeks and enthusiasts
• Young
• Bloggers or active in social media
• Less sensitive to price
• They would stand in the line for an entire night for a new iPhone or a
Nike Jordan
• More reasoned decisions

11. Early Majority
• Active readers of blogs
• They have a slightly above-average risk capacity
• Little more price sensitive than early adopters.
• These are the guys who bought an iPhone in the first year after it was
launched.

12. Late Majority
• Slightly below-average earning and risk capacity
• Skeptical of innovation
• They are very sensitive to price
• Less networked and are more conservative.

13. Laggards
• Last to adopt an innovation
• Less educated, highly conservative, have low socio-economic status.
• Older people who are less familiar with technology
• They value traditional methods of doing things
• They tend to give a higher value for the opinions of their immediate
circle of friends and family than advertising