When a company wants to focus and orient its marketing efforts to a specific audience, seek a well-defined personalization of your advertising campaigns and reach your group of consumers, must perform an adequate market segmentation.
To do this, divide or sectorize the group of potential customers for your product, into segments of the market that share some similar characteristics, peculiarities and aspects.
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As market segmentation becomes more refined, messages targeting specific sectors can be better tailored, In addition, they may also be offered the services or products that best meet their requirements and satisfy their needs.
Markets can be segmented In various ways, some of the most used criteria for this are segmentation:
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- Geographic
- Demographic
- Psychographic
- Behavioral
In this article you will find:
1.- Geographical Segmentation
It is the criterion referred to the location of the public, where the target audience is, the environment where it lives and interacts.
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East segmentation type consists of sectorizing the market according to the similarities that the areas present, whether they are regional, local, national or international, which can be treated with the same activities of commercialization.
Some categories according to which a segmentation of this type can be carried out are:
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- Country
- City
- Region
- Weather
This is the first step if the intention is to start a marketing internationally, as a hamburger will not be as well received in India as it is in the United States.
2.- Demographic Segmentation
This is one of the most important types since it considers some very specific criteria of the public, such as:
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- Socioeconomic level
- Profession
- Civil status
- Height
- Weight
- Sex
- Age
- Culture
- Nationality
- Rent
- Education level
It can be said that it is the most used type, however it is not usually done in isolation, it is always done at least in the company of another type; This has a logical reason, people of 20 - 25 years old can be similar in their age, but not so with their activities, or marital status.
For example, these young people may be single, married, with or without children, workers, students, so they will have expectations and styles of very different lives, therefore it is necessary to know a little more about them and not waste efforts or resources in an audience that is not ours objective.
3.- Psychographic Segmentation
This type of segmentation refers to the grouping of the market according to the psychological characteristics of the target audience, that is:
- Lifestyle
- Interests
- Values
- Feedback
- Attitudes
- preferences
With this, a qualitative profile of each of the segments is obtained, with this what is wanted is to align the services or products to the needs and expectations of potential clients.
4.- Behavioral Segmentation
Another aspect that is important to know about the behavior of the market is related to its consumption pattern, as well as as with the use that the potential consumer may have taking as a reference the service or product that is wanted market.
Aspects such as:
- User behavior
- Consuming patterns
- Use of the goods or services
- Public sensitivity to prices
- Loyalty to brands
- Possible response from the public regarding the offer
The knowledge of these details in the public audience, facilitates the tasks and activities dedicated to profiling the services or products.
This type of market segmentation differs from psychographic segmentation since in this case the positions regarding life are not considered, on the contrary, it pays more attention to behavior.
It is best to divide the market using various types of segmentation, with this it is possible to obtain a more complete and detailed view of what motivates the purchase in the target audience.
