In marketing there is such a thing as market segmentation.This division investigated contingent on individual features.For example, requirements, salary levels, age, region, priorities, habits.All these data allow manufacturers to decide whether it is beneficial to implement their product in this area.
purpose of which is segmentation of the market - is to identify each of the selected groups of customers similar needs for services or goods.From the result depends on the manufacturer's decision to focus on the creation of a particular type of product.
The following signs of market segmentation:
- geography: location reflect the area, population density and climate;
- demographic: characterized by gender, age, number of people in the family .;
- psychographic: describe the type of personality, temperament and way of life (whether a person has a hobby as it is authoritarian or enters all, prefer to travel or do not like travel);
- socio-economic: determining a person's position in society, his status, income and education;
- behavioral segmentation of the market is:
a) the relation of man to make a purchase (regular or special occasion);
b) the status of the buyer, never acquiring this type of product, a former customer, potential customer, new customer, a regular user;
c) the intensity of consumption: mild, moderate and active.
d) the level of commitment to product: unconditional, tolerance, non-permanent, casual;
d) the desired benefits: quality, service, efficiency;
e) the level of need: high, medium, low;
w) related to the product: ecstatic positive, neutral, negative, hostile.
Marketers can explore not only the group of consumers, but also to conduct market segmentation products.This procedure is necessary in order to determine the most desired products on the market, to analyze the dynamics of its implementation, to evaluate the direction of the product range and to identify strategies to improve competitiveness.There are seven categories of segmentation:
1. By commodity group (for example, in a study of the market of household appliances to this area will include kettles, washing machines, irons, televisions, etc.).
2. On purpose, features and functions of the product - the most common type.For example, segmentation is necessary to characterize the chocolate:
- color: dark, milk, white;
- appearance: bar or tile;
- filler: with nuts, raisins, clean.
The more will be this procedure, the easier it is to discover marketable niche.
3. The level of prices: low, medium, high.
4. By manufacturer - allows you to define all market participants, to identify the impact and the level of competition.An example of segmentation: regional, by brand, by the name of the manufacturer.
5. Packing: detects the most demanded kind of packaging (disposable, box, protected from opening).
6. By the volume and size of the goods: identifies the most common and convenient form of shopping for consumers.For example, beer bottles for segmentation: 0.5 liter, 1.5 liter, 3 liter.
7. The combined area, which includes the study of several others.
Market segmentation - the best way to identify a group of customers and segmentation of products - identification of the most sought after type of product or service.
