Abstract:

This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are less well-defined often jumbled in a different order than would be expected and with the possibility of repetition in an individual’s life. Therefore the classical demographic segmentations have lost the power to describe homogeneous groups of people and to predict their social behaviours. In contrast Ufefimes can contribute to decisions on strategies that in the context of globalisation require a clear identification of the similarities and differences.