What is the subdividing of market into homogeneous subsets of customers?
refers to the process of defining and subdivision of a large homogeneous market into clearly identifiable segments that possess similar needs or characteristics. Their goal is to design a kind of marketing mix that exactly suits the expectations of customers in the target segment. Show
How to do a segmentation in marketingThis marketing strategy consists of dividing a broad target market into subsets of consumers, companies or countries that have, or are perceived as common, needs, interests and priorities, and then design and implement strategies to target them. Market segmentation strategies are generally used to further identify and define target customers, and provide supporting information for elements of the marketing plan, such as positioning, to achieve certain goals. Companies can develop product differentiation strategies, or a differentiated approach, referring to specific products or product lines based on demand and attributes specific to the target segment. Few companies are large enough to cover the needs of an entire market, most must section the total demand into segments and choose those in which the company is best equipped to handle them. For example, a sports shoe company might have market segments for basketball players and long-distance runners. As distinct groups, basketball players and long-distance runners will respond to very different advertisements. Basic segmentation strategiesThe four basic market segmentation strategies are based on:
Factors affecting segmentationIn addition, there are four basic factors that affect market segmentation:
Segmentation in Web AnalyticsIn tools such as Google Analytics, segmentation is done through segments, which allow you to isolate and analyze subsets of data in order to examine and respond to the trends of the components of a page. Market segmentation is essentially the identification of subsets of buyers within a market that share similar needs and demonstrate similar buyer behavior. So, The world has billions of buyers with their sets of needs and behavior. Also, Segmentation aims to match a group of purchasers with the same set of needs and buyers’ behavior. Such a group is known as a segment. So, The process of defining and subdividing a large homogenous market into a clearly identifiable segment having similar needs want, or demand characteristics is called segmentation. Hence, Its objective is to design a marketing mix that precisely matches the expectation of customers in the targeted segment. What’s in it for me-Market Segment DefinitionWe have two definitions of a Market Segment that is given below : “Market segmentation is the subdividing of customers into a homogeneous subset of customers where any subset may conceivably select as a market target to be reached with a distinct marketing mix.” – Philip Kotler “Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several submarkets of segment each of which tends to be homogeneous is full of significant aspects.” – William Stanton So, Market segmentation divides a market into well-defined slices. A market segment consists of a group of customers who share a similar set of needs and wants. Also, The market task is to identify which set of segments should be the target. So, We use two broad broad groups of variables to segment the consumer market. Also, Some researchers define segments by focusing on descriptive characteristics like geographic, demographic, and psychographic. While other researchers look segment but behavior characteristics like consumer response to benefits, usage occasion, or brands. For Instance, It does not matter which type of segment you are using important thing is adjusting the market program to recognize customer differences. Types of Marketing Segmentation
1. Demographic SegmentationSo, It is associated with market needs, wants. Another important thing is that it is easy to measure. Age and Life Cycle StageConsumers need change with age. So, the Toothpaste brand launches different products for different age groups like it has products for children, adults, and old people. Hence, Market of pampers divide into prenatal (0-5) months.baby (6-12) ,toddler (13-23) month,and preschooler (24 month +) So, We can see an example of a honda which run adds shows sexy college student do party near the car at the beach. Life StageMany life stages that are not pre-define life such as getting through a divorce, going to involve in the second marriage want to care for their old parents, take a new home. So, On the data shows that average US couple spend almost 27000 $ Also, On of the data shows that newlyweds couples in the US spend 70 billion $ in the house in the first six months. GenderSo, Women are more communal minded, girls are love to do talk and are curious about their environment. Men first read about the product while women bring it by relating it to a personal level. So, Major areas of gender differentiation are clothing, hairstyle, cosmetics, Avon. GenerationHence, Each generation is influenced by their time. also, It may be movie, politics, song, and any unique incident of that time. 2. Geographic SegmentationIt divides the segmentation into geographic units like nations, countries, cities, or neighborhoods. So, The company operates in a few units.in this way, it can operate its marketing program. Grass root success was responsible for Nike initial success. Retail Firms such as Starbucks, Costco, trader, Joc’s get their success by targeting the local market. Geographic Segmentation Examples
We can understand it by taking an example if any company of luxury car wants to sell the car and the company decided to establish its plant in the local area where the condition of the road is not good .and people don’t spend their money on a luxury item then it would be a bad decision. Choosing a geographic location for the business is a very serious decision that is taken by a proper concern from the expert. 3. Psychographic SegmentationHence, Psychographic is the science of using psychology and demographics to better understand consumers. So, People who are the in same demographic group and have different psychographic profiles. Also, Psychographic segmentation buyers are divide into groups based on psychological /personality traits, lifestyle, or values. So, Consumers are inspired by one of three primary motivations: ideal achievement, and self-expression. Example of Psychographic Segmentation
4. Behavior SegmentationSo, Behavior segmentation divides consumers into a group according to their observed behavior. Also, Many believe that behavior variables are superior to demographic and geographic for building market segment and some analysts have suggested that behavior segmentation is killing off demographic. Typical behavior variables and their descriptors include : Purchase /Usage occasion: Regular occasion, Special occasion, Festive occasion, Gift giving Benefit Sought: Economy, Quality, Service, Level, Convenience, Access, User status: First Time User, Regular User, Non User Usage rate/Purchase frequency: Light user, Moderate user, Heavy user Loyalty status: Loyalty switcher , Non-loyal , Lapsed Buyer readiness: Unaware, Aware, Intention, To Buy Benefits and Limitations of Market SegmentationBenefits
Limitation
Four Factors That Effect Market Segmentation
ConclusionMarketing Segmentation is the way of segment customers on the basis of demographic, psychographic, geography, behavior. While doing it marketers find it difficult to segment customers, because it is possible that we select the customer from a demographic of the same need and wants but have a different psychology. FAQs1. How market segmentation increase sales? It helps many ways to increase sales it target customer on the basis of their past habit as well as bring the repeated customer. 2. Why market segmentation is important in business? It helps the business to segment customers. So, By this, business can choose which segment of market it want to serve. 3. Can market segmentation be applied in insurance business? Yes of course. Also, Market segmentation helps insurance business to segment the customer of the same need and wants
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Executive Assistant Job Description – Everything you want to know Every business or organization owner needs an executive assistant who supports his organization’s staff and Guide on Information Overload and How to overcome it?In simple words, Over-burdening your brain with the information about the topic for which you’re searching is known as Information Overload. Although acquiring more and Read MorePowers of Observation: 8 Analyzed Ways to Develop itThis Blog Post is all about Powers of Observation: 8 Analyzed Ways to Develop it. How to Develop the Powers of Observation? What are the Read MoreUltimate Guide for Developing a competency frameworkA competency framework is one of the most talked-about subjects today in the field of human resource management. All of us are aware that this Read MoreUltimate Guide to Gagne’s nine levels of learningGagne’s nine levels of learning provide a grade by grade technique that can assist managers, trainers, and facilitators to shape or groups to get the Read MoreHow Good Is Your Anger Management? How You Can Improve It?Anger is an emotion that you feel or express when you think something or someone, deliberately or not, has done wrong with you. This emotion What is homogeneous in market segmentation?A homogeneous market is a type of marketplace in which each of the products traded in that market are more or less the same, although there may be some minor differences in design.
When the market is divided into homogeneous groups it is called as?This division of the whole market into relatively homogenous groups is called market segmentation. A market segment consists of people or organizations sharing with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function.
What is homogeneous customer?In each individual group, the potential customers are generally homogeneous - meaning they are generally fairly similar in terms of their common needs. Additionally, the members of each individual grouping are distinct from the other groups - or, they are different in some ways than customers in other groupings.
What is homogeneous preference in marketing?a. Homogeneous preferences – consumers have. the same preferences; market shows no natural. segment.
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