Decide the segmentation for your product base on the environmental research done as above (con.)

Demographic

Some demographic segmentation of Nokia,

• Age
• Gender
• Family size
• Income
• Occupation
• Education

Many of these variables have standard categories for their values. For example, family lifecycle often is expressed as bachelor, married with no children (DINKS: Double Income, No Kids), full-nest, empty-nest, or solitary survivor. Some of these categories have several stages, for example, full-nest I, II, or III depending on the age of the children.

Psychographic

Psychographic segmentation groups customers according to their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some psychographic of Nokia,

Ø  Activities

Ø  Interests

Ø  Opinions

Ø  Attitudes

Ø  Values