<Li> Actionable--segments are said to be actionable when they provide guidance for marketing decisions . </Li> <P> For example, although dress size is not a standard base for segmenting a market, some fashion houses have successfully segmented the market using women's dress size as a variable . However, the most common bases for segmenting consumer markets include: geographics, demographics, psychographics, and behaviour . Marketers normally select a single base for the segmentation analysis, although, some bases can be combined into a single segmentation with care . For example, geographics and demographics are often combined, but other bases are rarely combined . Given that psychographics includes demographic variables such as age, gender, and income as well as attitudinal and behavioural variables, it makes little logical sense to combine psychographics with demographics or other bases . Any attempt to use combined bases needs careful consideration and a logical foundation . </P> <Table> <Tr> <Th> Segmentation base </Th> <Th> Brief explanation of base (and example) </Th> <Th> Typical segments </Th> </Tr> <Tr> <Td> Demographic </Td> <Td> Quantifiable population characteristics . (e.g. age, gender, income, education, socio - economic status, family size or situation). </Td> <Td> e.g. Young, Upwardly - mobile, Prosperous, Professionals (YUPPY); Double Income No Kids (DINKS); Greying, Leisured And Moneyed (GLAMS); Empty - nester, Full - nester </Td> </Tr> <Tr> <Td> Geographic </Td> <Td> Physical location or region (e.g. country, state, region, city, suburb, postcode). </Td> <Td> e.g. New Yorkers; Remote, outback Australians; Urbanites, Inner - city dwellers </Td> </Tr> <Tr> <Td> Geo - demographic or geoclusters </Td> <Td> Combination of geographic & demographic variables . </Td> <Td> e.g. Rural farmers, Urban professionals,' sea - changers',' tree - changers' </Td> </Tr> <Tr> <Td> Psychographics </Td> <Td> Lifestyle, social or personality characteristics . (typically includes basic demographic descriptors) </Td> <Td> e.g. Socially Aware; Traditionalists, Conservatives, Active' club - going' young professionals </Td> </Tr> <Tr> <Td> Behavioural </Td> <Td> Purchasing, consumption or usage behaviour . (e.g. Needs - based, benefit - sought, usage occasion, purchase frequency, customer loyalty, buyer readiness). </Td> <Td> e.g. Tech - savvy (aka tech - heads); Heavy users, Enthusiasts; Early adopters, Opinion Leaders, Luxury - seekers, Price - conscious, Quality - conscious, Time - poor </Td> </Tr> <Tr> <Td> Contextual and situational </Td> <Td> The same consumer changes in their attractiveness to marketers based on context and situation . This is particularly used in digital targeting via programmatic bidding approaches </Td> <Td> e.g. Actively shopping, just entering into a life change event, being physically in a certain location or at a particular retailer which is known from GPS data via smartphones . </Td> </Tr> </Table> <Tr> <Th> Segmentation base </Th> <Th> Brief explanation of base (and example) </Th> <Th> Typical segments </Th> </Tr>

A person's income is an example of what kind of market variable