Geodemographic segmentation is a marketing management technique used to identify customer groups based on simultaneous comparison of two critical group of variables: demographic variables (age, income, sex) and geographic (localisation, country, continent, city, etc). Scholars believe that people living nearby and having similar geodemography characteristics have statistically significant similarity in performing actions leading to purchase decision. This assumption lead to creating different marketing mix plans aimed at different groups/segments of customers which lead to better utilization of scarce resources and more efficient marketing.
- González-Benito, Ó., Bustos-Reyes, C. A., & Muñoz-Gallego, P. A. (2007). Isolating the geodemographic characterisation of retail format choice from the effects of spatial convenience. Marketing Letters, 18(1-2), 45-59.
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