Market segmentation is the process of dividing your target market into smaller groups of people that share common characteristics

1. MM. Verónica Bolaños
Market segments in Mexico

2. Adults aged 25 to 30, who maintain a
behavior and taste of their
adolescence and youth.
They are employed and may even be
married (or with a partner) and have
children.
They are very intelligent and have
good sense of humor
They listen
to good
music
They make
good money
They fix
things,
whatever
you put in
front of them.
They are always active and
entertained, zero boredom.
They are very eloquent in speaking
as they read infinite amounts of
books, which increases their
vocabulary.
They are passionate, because when
they are interested in something,
they try to dedicate themselves to it
a 100%.
They are
an urban
tribe of
upper-
class
youths
who have
a very
particular
way of
dressing,
usually wearing an unbuttoned shirt
and a rosary around their neck.
They are people who have the need
to be showing off and pretending,
this is achieved through visiting
fashion joints, being accompanied by
bodyguards and drinking champagne.
They are people over 60 years of age,
with high economic resources, time,
openness to change. They have state-
of-the-art cell phones and all kinds of
technological devices. The
pharmaceutical industry and insurance
are very important to them.
Adultescentes Geeks
Mirreyes Greymarket

3. Having pets and considering them
literally part of the family (perrhijos) is
a trend that grows strongly in Mexico.
People are starting to spend more on
pets, not only for food, but also for
accessories, medical care, medicine,
and even some people hire an
insurance.
About 80 percent of Mexican
families have an animal at home.
Recently there has been the dog-
children thing, a tendency to treat
pets not only as an escort or guard,
but also as important family
members.
The gamer is the one who plays a lot
of hours, or daily.
They have great passion and interest
in playing and knowing about video
games, and their main interest,
besides enjoying the game, is to
finish it with high records and take
full advantage of the whole game.
The gamer is also interested in
multiplayer games or online games,
and whether he can form clans or
participate in
tournaments to
demonstrate his
skills.
Being a gamer is a
lifestyle.
The hipster subculture is made up of
young people who mainly reside in
upper-class
neighborhoods. It is
associated with indie
and alternative
music. Hipsters also
tend to wear clothes
that are not in
fashion, clothes
bought in vintage and
second-hand stores.
They are generally
pacifists, with
progressive and ecological political
ideas.
Hipsters are also close to veganism,
organic and artisanal food and
alternative lifestyles
They are couples between the
ages of 25 and 40, (double
income, no kids), with a high
average purchasing power, and
can spend up to 72 per cent of
their salary on purchasing
products that are not essential.
They like fancy cars, designer
clothes and elegant furniture,
among other things.
Perropapás Gamer
Hipsters DINKS

4. It is the first generation that has
grown with technology. They
consume things far beyond their
economic possibilities. They
question authority, consume
information and believe blindly on
the Internet. They love gadgets.
Professional who brings more
money to the family than his
partner, make the main household
decisions and play traditionally
male roles.
The alpha woman, has a healthy
level of self-esteem, but perhaps
its most striking feature is that she
feels competent for life. She is
simply a self-confident and
enterprising person.
They are members of the
homosexual community and are
characterized by setting trends and
spending more than the rest of the
population. Preference given to
Gayfriendly products
Technology is their best ally, and
they’re always looking for innovative
products.
People
who have
an urban
garden
installed
on
rooftops,
gardens or patios of their houses.
They have a strong ecological
awareness, as well as a concern
for the quality of the food they
consume, it must be preferably
organic.
Millenials Alpha woman
Citycultores

5. References:
Market Segmentation- G2. www.learn.g2.com
Mercadotecnia a cucharadas. www.mercadotecniacucharadas.blogspot.com
Alto Nivel. www.altonivel.com.mx
Estudios de Mercado, de la Riva Group. www.delarivagroup.com
Diccionario de marketing. www.foromarketing.com