The market segmentation takes care of divide the market into sectors or groups of consumers that have similar characteristics, so their responses to marketing actions will also be similar.
This is particularly convenient when developing and adapting a strategy that differentiates the production of a company compared to that of its competition, then, by being focused directly on its potentials consumers, you will have a high probability of success, higher income and stability in the market.
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On the contrary, if they do not carry out an adequate market segmentation, companies could not meet their objectives and suffer large economic losses.
Generally speaking of several types of segmentationHowever, the most used are four:
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- Geographic
- Demographic
- Psychographic
- According to the Type of Behavior
In this article you will find:
1.- Examples of Geographic Segmentation
Widely used for identify consumer groups Depending on its geographic location, it can be very diverse and encompass different population sizes, including:
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- Cities
- Countries
- Population density
- Climate of the region
- Department Size
Taking McDonald's as an example, after segment your market geographically You can adapt your products according to the region where the store is located.
Thus, the products of one of its establishments in India, a country that does not consume meat, will be more oriented to a vegetarian offer in contrast to that offered in the United States.
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Likewise, in the case of the Zara store, after segmenting its market geographically, it can allocate its warmer merchandise for countries with cold climates, since doing it for an area with very hot climates would be a mistake.
2.- Examples of demographic segmentation
In this case, the market segmentation is based on the attributes of the population, such as:
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- Stages of life and ages
- Genders
- Educational levels
- Religions
- Nationalities
- Professions
- Family income
Taking the Always feminine pad brand as an example, segment your market demographically You can adapt according to the gender of your potential clientele or target audience, obviously your primary market segment will be made up of women.
Similarly, the Rolex company will target a market segment of high purchasing power to position their watches, after carrying out an adequate market segmentation.
3.- Examples of Psychographic Segmentation
This segmentation corresponds to the lifestyle of consumers, their activities, tastes, hobbies and interests more than in their demographic aspect, the variables with which it works are expensive to measure since they are classify the market depending on your:
- Lifestyle
- Personality traits
- Social classes
An example of this type is the Speedo brand, after segment your target audience psychographically, it would not be logical that this brand of swimsuits and products for aquatic activities, target your marketing strategy to an audience that prefers to play basketball, horseback riding or practice trekking.
In the same way it would happen if Victorinox tried to sell one of its models of knives to a gammer or a singer to enjoy their favorite activity.
4.- Examples of Segmentation According to the Type of Behavior
This last type of segmentation, segregates consumers according to their behavior, some of the variables that it considers can be:
- The time to buy a product, if they make frequent, occasional purchases or only on very special occasions.
- The level of use given to the product, in this case there may be non-consumers or consumers and, among these, there are potential, habitual, occasional, initial or old.
- The frequency with which they use the product, they do it frequently, every so often or occasionally.
- The loyalty they feel for the product can be unconditional, strong, medium or null.
- Knowledge of the product, they are aware of the brand, they do not know it, they only know it, they know it and they buy it.
Such is the case of the Iberia airline loyalty card, with it your frequent customers have benefits, advantages and other privileges as a reward for their loyalty to the brand.
