LexiconDemand & Brand
Occasion segmentation
التقسيم بالمناسبة
Definition
Occasion segmentation is the practice of dividing a market by the job a customer came to get done, such as a work lunch or a family night, rather than by age, gender or income. It builds on Yankelovich and Meer (2006) and on jobs to be done; menu, price, channel and branch format then follow the occasion.
In plain words
Group customers by the occasion they came for, not by their age or income.
Also searched as
- occasion-based segmentation
- needs-based segmentation
- usage occasion
- segment by occasion
- التقسيم بالمناسبة
Origin and credit
The concept comes from Daniel Yankelovich and David Meer; Clayton Christensen and colleagues. What the series adds is the application to Saudi multi-branch groups and the decision rule.
Original source
Where it is used
In the Doctrine and the Playbook
In Beneath Marketing
- The lunch customer isn't the late-night customer, even when it's the same manBeneath Marketing · Episode 5 · The image: same thobe, different job
- The lunch customer isn't the late-night customer, even when it's the same manBeneath Marketing · Episode 5 · The idea beneath
- The lunch customer isn't the late-night customer, even when it's the same manBeneath Marketing · Episode 5 · The Sunday-morning question
Related terms
How to cite this definition
Alhajj, S. (2026). “Occasion segmentation”. In The Revenue Engineering Lexicon, version 1.0. Riyadh. https://seiflden.com/lexicon/occasion-segmentation/
For the concept itself, cite the original: Daniel Yankelovich & David Meer, “Rediscovering Market Segmentation”, Harvard Business Review, February 2006.