Segmentation of the market is a way to identify a group of consumers

In marketing there is such a thing as segmentation of the market. This division of the study contingent into individual characteristics. For example, needs, salary level, age, region, priorities, habits. All these data allow the manufacturer to decide whether it is profitable for him to sell his goods in the area under consideration.

The goal that segmentation of the market has is to determine for each of the identified groups of customers similar needs for services or goods. The decision depends on the manufacturer's decision to focus on creating one or another type of product.

There are the following signs of market segmentation :

- geographical: reflect the location of the area, population density and climate;

- demographic: characterize the sex, age, number of people in the family .;

- psychographic: describe personality types, temperaments and lifestyle (whether a person has a hobby, how authoritarian he is or acts like everyone, prefers to travel or does not like moving);

- socio-economic: determine the position of a person in society, his status, income level and education;

- behavioral segmentation of the market is:

A) the attitude of a person to making a purchase (ordinary or special occasion);

B) buyer status: never purchased this type of product, a former consumer, a potential buyer, a new customer, a regular user;

C) Intensity of consumption: weak, moderate and active.

D) the level of adherence to the product: unconditional, tolerant, unstable, casual;

E) the desired benefit: quality, service, economy;

E) level of need: high, medium, low;

G) attitude towards the product: enthusiastic, positive, neutral, negative, hostile.

Marketers can explore not only a group of consumers, but also market segmentation of goods. This procedure is necessary in order to determine the most necessary products on the market, to analyze the dynamics of its implementation, to evaluate the direction of the assortment and to identify a strategy for increasing competitiveness. There are seven categories of segmentation:

1. For the commodity group (for example, in the market of household appliances, this direction will include teapots, washing machines, irons, TV sets, etc.).

2. By purpose, features and functions of the product - the most common form. For example, for segmentation of chocolate it is necessary to characterize:

- color: dark, milky, white;

- appearance: a bar or tile;

- filler: with nuts, with raisins, clean.

The more detailed this procedure will be, the easier it will be to find a niche.

3. Price level: low, medium, high.

4. By manufacturer - allows you to identify all market participants, identify the impact and level of competitors. Example segmentation: regional, by brand, by name of the manufacturer.

5. By packaging: determines the most popular type of packaging (disposable, case, protected from opening).

6. By volume and size of the goods: reveals the most common and convenient type of purchase for consumers. For example, segmentation of bottles for beer: 0,5 l, 1,5 l, 3 l.

7. Combined direction, including several others at once.

Segmentation of the market is the best way to identify a group of consumers, and segmentation of goods is the identification of the most demanded type of product or service.