Variable

Typical Breakdown

Geographic

Region

Pacific, Mountain, West North Central, West Couth Central, East North Central, East South Central, South Atlantic, Middle Atlantic, New England

County size

A, B, C, D

City or MSA size

Under 5,000; 5,000-20,000; 20,000-50,000; 50,000-100,000; 100,000-250,000; 250,000-500,000; 500,000-1,000,000; 1,000,000-4,000,000; 4,000,000 or over

Density

Urban, suburban, rural

Climate

Northern, southern

Demographic

Age

Under 6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+

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 $2,500; $2,500-$5,000; $5,000-$7,500; $7,500-$10,000; $10,000-$15,000; $15,000-$20,000; $20,000-$30,000; $30,000-$50,000; $50,000 and 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; high school graduate; some college; college graduate

Religion

Catholic, Protestant, Jewish, other

Race

White, black, oriental, Hispanic

Nationality

American, British, French, German, Scandinavian, Italian, Latin American, Middle Eastern, Japanese

Psychographic

Social Class

Lower lowers, upper lowers, lower middles, upper middles, lower uppers, upper uppers

Life style

Belongers, achievers, integrateds

Personality

Complusive, gregarious, authoritatian, ambitious

Behavioristic

Purchase occasion

Regular occasion, special occasion

Benefits sought

Quality, service, economy

User status

Nonuser, es-user, potential user, first-time user, regular user

Usage rate

Light user, medium user, heavy user

Loyalty status

None, medium, strong, absolute

Readiness stage

Unaware, aware, informed, interested, desirous, intending to buy

Attitude toward product

Enthusiastic, positive, indifferent, negative, hostile