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Segmentation criteria

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Identify various segmentation criteria that impact target market selection for Southwest Airlines and American Airlines. This does not need to be comprehensive, just basic criteria.

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Solution Summary

The solution evaluates the several segmentation criteria used by few airline industries.

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Larger markets are most typically divided into smaller target market segments on the basis of geographic, demographic, psychographic and behavioristic characteristics:

- Geographic: Potential customers are in a local, state, regional or national marketplace segment. If you are selling a product such as farm equipment, geographic location will remain a major factor in segmenting your target markets since your customers are located in particular rural areas. Or, if you own a retail store, geographic location of the store is one of the most important considerations. Climate is a commonly used geographic segmentation ...

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