What types of segmentation criteria exist?

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Criteria are variables that are considered when establishing and delimiting a target cluster. In other words, they are factors of both discrimination and relationship that are applied in order to differentiate the consumers that are really of interest to a brand according to its commercial challenges and goals.

Demographic segmentation
Demographic segmentation involves dividing the market into smaller segments based on traits such as:

age;
sex;
purchasing power;
marital status;
level of education;
profession;
ethnicity.
As this is a very general criterion, it tends to generate very broad clusters, which leads to a certain difficulty when detecting shared characteristics that may complement the demographic variable considered.

Taking this point into account, we can say that this criterion is useful, however, it should not always be used in isolation.

Psychographic segmentation
In recent times, psychographic segmentation has become one of the most popular and relevant criteria, since it encompasses people's lifestyle. Thus, a division into clusters based on psychographic variables can consider:

hobbies;
hobbies;
activities;
values;
attitudes;
interests;
personality;
character.
Initially, this criterion complements demographic brazil phone number list segmentation . However, over time, professionals have detected its effectiveness as a single variable, adapting it to learn more details about the psychological traits of potential customers.

Behavioral segmentation
Among the segmentation criteria, it is worth noting that this may be the most subjective since it takes into account how the consumer behaves in relation to certain aspects and circumstances such as:

sensitivity to sales prices;
brand loyalty orientation;
detection of the benefits that the product or service offers;
characteristics of your shopping journey;
frequency of use of the brand solution;
average spending per purchase;
moment of acquisition, contracting or use.
Therefore, this criterion has the challenge of understanding the logic of consumer behavior by segmenting the group according to business perspectives regarding profitability and marketing.