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Major Segments For Consumer Markets

Introduction

To segment a market is to identify the fact that certain parts of the market are different from others. Market segmentation is a notion associated with target marketing because in target marketing, products or services are tailored for the needs of different clientele. This approach is quite different from the mass marketing concept because in mass marketing, all commodities are produced in bulk and they are assumed to meet similar consumer needs. While this approach has its advantages, one cannot ignore the fact that it disregards one of the most important rules in marketing; that consumer needs and preferences rarely collude.

The four types of segmentation variables

In segmentation, variables may either be demographic, psychographic, behavioralistic or geographic. In order to ensure that segments fit one’s clients, then one needs to ascertain that the are accessible, identifiable, substantial, durable, and unique. (Kotler, 2007)

Geographic

Geographic segmentation is segmentation based on  geographical attributes. For instance consumers may be segmented by region. When companies choose this approach, then they might consider an entire continent. Such an approach is usually common in international companies. Sometimes, the term region can refer to a neighborhood. Many companies opt to sell different products or services to different neighborhoods as their tastes vary. Regional geographic segmentation may also encompass a certain state or country. A company like Kentucky Fried chicken offers different varieties of chicken depending on the prevalent tastes in a certain country. This is segmentation by region.

Geographic segmentation may also be done on the basis of climate. Usually, this is applicable when the commodity under consideration can be affected by weather conditions. For instance, clothing manufacturers are likely to use such a segment because certain clothes may be appropriate in the winter, summer etc. it is therefore necessary to meet these different needs.

Sometimes geographic segmentation may refer to a metropolitan area. In this case, the size of the population will determine the nature of this segment. In other instances, population density is a basis of geographical segmentation. In such scenarios, companies classify their consumers on the basis of their rural, urban or suburban preferences. Such an approach is common among a wide range of companies. (Kotler, 2007)

Demographic segmentation

Demographic segments depend on a series of attributes. This is one of the most common marketing segments. Sometimes products may be segmented on the basis of age. For instance, there are shoes for children, teenagers and adults. In other instances, segmentation may be based on gender; examples here include cosmetics and jewelry. In close relation with this attribute is the issue of family size. In such a case an individual can either be single, married with children, married with no child. Usually, such concepts are common in food outlets or food manufacturing companies. They usually package their products according to these sizes. Sometimes, demographic segmentation may be based on ones’ occupation. For instance, consulting firms may need to use such a basis for classifying their consumers. Social class may also be another system of segmentation because it is a known fact that specific classes are inclined to purchase specific commodities. For instance, when selling music CDS, it may be appropriate to use such an approach because certain consumers may prefer rap music, others may prefer opera among others. Besides these, services or products may also be segmented on the basis of religion. For example, a company selling religious books may have to sell different commodities to Christians in comparison to their Islamic counterparts. Also, segmentation may be based on ethnicity; an example id in China, some ethnic groups in China prefer hot and spicy food while others like it plain. It is therefore necessary to meet the needs of these clients differently if one owns a chain of restaurants in those different regions.

Psychographic segmentation

Psychographic segmentation refers to the use of consumer lifestyles as a basis for classifying ones’ customers. Since different people have different interests and activities, then such an approach would be plausible in marketing. In this approach, companies may classify their consumer on the basis of their values. For instance, supermarkets may have products for environmentally sensitive clients and other types of consumers. They usually do this by offering products that are environmentally safe. Psychographic segmentation may also be based on interests; such is the case with sports manufacturing companies that offer different sporting equipment to suit different sporting needs. This type of segmentation variable may also be done on the basis of the consumer’s opinions. Some consumers think that Arabica coffee tastes better than Robusta; consequently, it would be shrewd for coffee manufacturers to segment their population accordingly. (Kotler, 2007)

Behavioralistic segmentation

In this category, consumers are classified according to consumer reception of company products. Some consumers may use products frequently, while others may be first timers. In other instances, other consumers may be occasional purchasers such as during the holiday season while others may be daily consumers. It is therefore necessary to offer products that fit these behavior’s some consumers may be loyal to certain brands even when they have not tried a specific product and this goes a long way in changing their buying behavior. Such an approach is common in many retail outlets because they took a variety of items and offer clients products on the basis of these. (Kotler, 2007)

Conclusion

Segmentation is crucial to a business because it the platform against which consumer needs can be specified and hence met. Companies are fond of demographic segmentation as this is the most detectable variable.

Reference

Kotler, P. (2007); Marketing management, 12th Edition, Prentice Hall Publishers

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