Segmentation

SEGMENTATION BASES
reach to locate each of the different consumption profiles that market.

1) divide the market
2) define the segment
3) and classify the products in that segment
4) and for each segment have to make a differentiated strategy






REQUIREMENTS FOR EFFECTIVE SEGMENTATION
• Measurable: the criterion chosen must be able to quantify
• Accessible: it must be possible to reach him by already established groups
• Cost effective: Enough to get benefits
• differentiable: must be distinguished from other segments
• Programmable: can develop concrete strategies for action


CONCEPT OF SEGMENTATION:
Segmentation is to divide the market into groups of consumers with similar characteristics in order to implement a concrete strategy and differentiated

SOME MORE TARGETING CRITERIA USED
1) Geographic segmentation
2) targeting consumer characteristics
3) segmentation by product-related criteria
4) targeting distribution channels

CONSUMER SEGMENTATION BY FEATURES
• demographic
seo / family size / age / cycle of family / marital status life ...
• socioeconomic
level of income / education / profession / religion
• psychographic
class / lifestyle / personality / activities / opinions / values

are easily measurable, less psychographic that are difficult to quantify


3. SEGMENTATION CRITERIA RELATING TO THE PRODUCT
Form groups from consumer buying behavior
• Benefits pursued with the purchase of quality, service, performance, safety, security, design, durability, etc.
• Frequency of use of purchased products: single, low, medium, high, very high
• User Category: markets can be segmented distinguishing between new users, ex-users, potential users, first-time users
• Purchase Type: differentiate between first purchase and repeat purchase
• Brand loyalty: No, medium, strong, full
•	Shop place

Segmentation based on product-related criteria is the most direct
4. Segmentation distribution channels
Determining .Consiste
• How do you get consumers
• What outlets are to be used
• Through what channels of distribution
 
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