| Introduction | | | | products according to these sizes. Sometimes, |
| To segment a market is to identify the fact that | | | | demographic segmentation may be based on ones' |
| certain parts of the market are different from | | | | occupation. For instance, consulting firms may need |
| others. Market segmentation is a notion associated | | | | to use such a basis for classifying their consumers. |
| with target marketing because in target marketing, | | | | Social class may also be another system of |
| products or services are tailored for the needs of | | | | segmentation because it is a known fact that specific |
| different clientele. This approach is quite different | | | | classes are inclined to purchase specific commodities. |
| from the mass marketing concept because in mass | | | | For instance, when selling music CDS, it may be |
| marketing, all commodities are produced in bulk and | | | | appropriate to use such an approach because certain |
| they are assumed to meet similar consumer needs. | | | | consumers may prefer rap music, others may prefer |
| While this approach has its advantages, one cannot | | | | opera among others. Besides these, services or |
| ignore the fact that it disregards one of the most | | | | products may also be segmented on the basis of |
| important rules in marketing; that consumer needs | | | | religion. For example, a company selling religious books |
| and preferences rarely collude. | | | | may have to sell different commodities to Christians |
| The four types of segmentation variables | | | | in comparison to their Islamic counterparts. Also, |
| In segmentation, variables may either be | | | | segmentation may be based on ethnicity; an example |
| demographic, psychographic, behavioralistic or | | | | id in China, some ethnic groups in China prefer hot |
| geographic. In order to ensure that segments fit | | | | and spicy food while others like it plain. It is therefore |
| one's clients, then one needs to ascertain that the | | | | necessary to meet the needs of these clients |
| are accessible, identifiable, substantial, durable, and | | | | differently if one owns a chain of restaurants in |
| unique. (Kotler, 2007) | | | | those different regions. |
| Geographic | | | | Psychographic segmentation |
| Geographic segmentation is segmentation based on | | | | Psychographic segmentation refers to the use of |
| geographical attributes. For instance consumers may | | | | consumer lifestyles as a basis for classifying ones' |
| be segmented by region. When companies choose | | | | customers. Since different people have different |
| this approach, then they might consider an entire | | | | interests and activities, then such an approach would |
| continent. Such an approach is usually common in | | | | be plausible in marketing. In this approach, companies |
| international companies. Sometimes, the term region | | | | may classify their consumer on the basis of their |
| can refer to a neighborhood. Many companies opt to | | | | values. For instance, supermarkets may have |
| sell different products or services to different | | | | products for environmentally sensitive clients and |
| neighborhoods as their tastes vary. Regional | | | | other types of consumers. They usually do this by |
| geographic segmentation may also encompass a | | | | offering products that are environmentally safe. |
| certain state or country. A company like Kentucky | | | | Psychographic segmentation may also be based on |
| Fried chicken offers different varieties of chicken | | | | interests; such is the case with sports manufacturing |
| depending on the prevalent tastes in a certain | | | | companies that offer different sporting equipment to |
| country. This is segmentation by region. | | | | suit different sporting needs. This type of |
| Geographic segmentation may also be done on the | | | | segmentation variable may also be done on the basis |
| basis of climate. Usually, this is applicable when the | | | | of the consumer's opinions. Some consumers think |
| commodity under consideration can be affected by | | | | that Arabica coffee tastes better than Robusta; |
| weather conditions. For instance, clothing | | | | consequently, it would be shrewd for coffee |
| manufacturers are likely to use such a segment | | | | manufacturers to segment their population |
| because certain clothes may be appropriate in the | | | | accordingly. (Kotler, 2007) |
| winter, summer etc. it is therefore necessary to | | | | Behavioralistic segmentation |
| meet these different needs. | | | | In this category, consumers are classified according |
| Sometimes geographic segmentation may refer to a | | | | to consumer reception of company products. Some |
| metropolitan area. In this case, the size of the | | | | consumers may use products frequently, while others |
| population will determine the nature of this segment. | | | | may be first timers. In other instances, other |
| In other instances, population density is a basis of | | | | consumers may be occasional purchasers such as |
| geographical segmentation. In such scenarios, | | | | during the holiday season while others may be daily |
| companies classify their consumers on the basis of | | | | consumers. It is therefore necessary to offer |
| their rural, urban or suburban preferences. Such an | | | | products that fit these behavior's some consumers |
| approach is common among a wide range of | | | | may be loyal to certain brands even when they have |
| companies. (Kotler, 2007) | | | | not tried a specific product and this goes a long way |
| Demographic segmentation | | | | in changing their buying behavior. Such an approach is |
| Demographic segments depend on a series of | | | | common in many retail outlets because they took a |
| attributes. This is one of the most common | | | | variety of items and offer clients products on the |
| marketing segments. Sometimes products may be | | | | basis of these. (Kotler, 2007) |
| segmented on the basis of age. For instance, there | | | | Conclusion |
| are shoes for children, teenagers and adults. In other | | | | Segmentation is crucial to a business because it the |
| instances, segmentation may be based on gender; | | | | platform against which consumer needs can be |
| examples here include cosmetics and jewelry. In close | | | | specified and hence met. Companies are fond of |
| relation with this attribute is the issue of family size. | | | | demographic segmentation as this is the most |
| In such a case an individual can either be single, | | | | detectable variable. |
| married with children, married with no child. Usually, | | | | Reference |
| such concepts are common in food outlets or food | | | | Kotler, P. |
| manufacturing companies. They usually package their | | | | |