There are several major segmentation variables that might be used by a marketer to address a consumer market. If the marketer were to use social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three.
Answer: First, the social class would yield the subcategories of lower lowers, upper lower, working class, middle class, upper middles, lower uppers, and upper uppers. Second, psychographic lifestyles would yield culture-oriented, sports-oriented, and outdoor-oriented. Lastly, the readiness stage would yield unaware, aware, informed, interested, desirous, and intending to buy. Other sub-categories might be possible.