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Does the group have identifiable common characteristics? Variables include:

  • Occupation

  • Income or Wealth

  • Education

  • Family Size

  • Life Stage

  • Race
  • Sex

  • Ethnicity

  • Nationality

  • Language

  • Religion

  • Lifestyle/Culture
Groups can also be segmented on the basis of occupation, income, race, sex, ethnicity or nationality and the other demographic variables listed, in which case population data would be essential. Also useful would be identifying population levels for psychographic characteristics, such as personality, lifestyle, and/or cultural distinctions.

Examples: Though some 40 percent of all businesses are owned and managed by women, in general, women choose careers differently than men. Typically less competitive and income-oriented, women often choose careers they feel passionately about or because of flexibility in scheduling. Women veterinarians are becoming the norm, for instance, in part because veterinary salaries are not competitive with those of other medical professions, and in part because they can practice while raising a family. Men may love animals, but are usually more money-motivated.

Similarly, the U.S. Census of Agriculture shows a dramatic jump in the average age of farmers and ranchers in Oregon — from 53.4 years old in 1992 to 54.5 years old in 1997, an historical high. Part of the reason for the increase is the difficulty in passing down the family farm to the next generation. Turning over a family farm or ranch is a challenge. Estate planning and tax laws are tall hurdles. There are many examples of long-standing family farms being lost simply because there was no sound succession plan in place.

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