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WHAT IS MARKET SEGMENTATION?

Dividing the clientele into a different set of homogeneous group where the corporation can straightaway target that similar group as the target market and the potential clients are recognized as market segmentation.

The main aim of segmentation is to match the group of purchasers who can be placed on the same set of necessity and buyers behavior. Market segmentation is being carried out to increase the marketing effectiveness, to develop the marketing activities, also generating the client’s satisfaction and generates the savings.

FEATURES OF MARKETING SEGMENTATION:

  •  Marketing segmentation must be highly assessable. The measurability of market segmentation means how many potential clients and how many businesses are there in the market section.
  •  Market segmentation must be accessible by communication and sharing channels. For instance, sales force distributors, transportation, internet or telecom.
  •  Market segmentation should be sturdy. It should not change too effortlessly and quickly.
  •  Market segmentation must be substantial so that it can be lucrative.

REASONS FOR CLASSIFICATION OF MARKET

  •  For a better understanding of the consumer preferences.
  •  Designing a market strategy fitting to the individual market.
  •  According to the success in a new market creating a product niche.
  •  Avoid wastage of sources such as time and money on untrustworthy markets.
  •  Product development to build a product that is more appropriate for a new product.

DIFFERENT MARKET SEGMENTATION METHODS

  •  Geographic : This segmentation method let businesses to pay attention to physical factors, such as region, population, development rate, environment, etc. to match the necessities of consumers.
  •  Psychographic : This segmentation method takes factors, such as lifestyles, qualities, social status, attitudes, opinions, values, activities, and classes of customers into consideration.
  •  Business market : This segmentation system works on the basis of customer market variables, targeting product usage, vertical, buy approach, business size, and situational factors including recurrent trends and importance.
  •  Behavioral : This segmentation method believes product usage and response, customer knowledge, attitude, creation benefits, usage rate, and cost consciousness to segment the marketplace.
  •  Demographic : This segmentation technique splits the process into factors including age, income, gender, family size, nationality, generation, race, relative’s lifecycle, religion, education, & social class.

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