Dimensions Typical Breakdowns
Customer related
Geographic
Region . . . . . . . . . . Pacific, Mountain, West North Central, West
South Central, East North Central, East South
Central, South Atlantic, Middle Atlantic, New
England, Mid-west, etc.
City, county, area . . . . Under 5,000; 5,000-19,999; 20,000-49,999;
50,000-99,999; 100,000-249,999;
250,000-499,999; 500,000-999,999;
1,000,000-3,999,999; 4,000,000 or over
(Indicate the geographic area for your
market)
Demographic
Age. . . . . . . . . . . . Infant, under 6; 6-11, 12-17; 18-24; 25-34;
35-49; 50-64; 65 and over
Sex. . . . . . . . . . . . Male, female
Family size. . . . . . . . 1-2, 3-4, 5+
Family life cycle. . . . . Young, single; young married, no children;
young, married, youngest child under 6;
young, married, youngest child 6 or over;
older, married, with children; older married,
no children under 18; older, single; other.
Income . . . . . . . . . . Under $5,000; $5,000-$7,999; $8,000-$9,999;
$10,000-$14,999; $15,000-$24,999;
$25,000-$39,999; $40,000 or over
Occupation . . . . . . . . Professional and technical; managers,
officials, and proprietors; clerical, sales;
craftsmen, foremen; operatives; farmers;
retired; students; housewives; unemployed
Education. . . . . . . . . Grade school or less, some high school,
graduated high school, some college, college
graduate, post-graduate
Religion . . . . . . . . . Catholic, Protestant, Jewish, other
Race . . . . . . . . . . . White, Black, Oriental, other
Nationality. . . . . . . . American, British, French, German, etc.
Social class . . . . . . . Lower-lower, upper-lower, lower-middle,
upper-middle, lower-upper, upper-upper
Situation Related
Benefits offered
Need satisfiers. . . . . . Motives: economic and more detailed needs
Product features . . . . . Situation specific, but to satisfy specific
or general needs
Consumption/use patterns
Rate of use. . . . . . . . Heavy, medium, light, non-users
Use with other
products . . . . . . . . Situation specific, e.g., gas with a
traveling vacation
Brand familiarity. . . . . Insistence, preference, recognition,
non-recognition, rejection
Buying situation
Kind of store. . . . . . . Convenience, shopping, specialty
Kind of shopping . . . . . Serious versus browsing, rushed versus
leisurely
Depth of assortment. . . . Out of stock, shallow, deep
Type of product. . . . . . Convenience, shopping, specialty, unsought