What are variables used by Honda to segment the market? Why do they use those variables to segment?

Answer and Explanation:

Honda market segmentation is based mainly on three market segmentation factors: demographics, behavioural factors, and psychographic factors. Demographic factors include: income/household income, age, family size etc. Behavioural factors include: purchasing behaviour, buying patterns etc. Psychographic factors include: psychological traits that affect a person's consumption habits, e.g- people that attach prestige to cars, people that prefer expensive cars etc.

Honda makes use of these segments in understanding their market, thereby grouping it's consumers into various segments which share same buying patterns, motivations, interests, or habits. For instance, Honda's market is mostly focused at individuals who do not want pricey cars; cars that are affordable and at the same time durable. This market is mostly made up of middle income individuals, therefore Honda would group these consumers accordingly.

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