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Segmentation has long been a reliable consumer research technique for marketers of all stripes, but with the advent of big data (along with dramatic advances in computing technology), businesses have been able to boost their segmentation capabilities by orders of magnitude. By leveraging the power of advanced data analytics, marketers can create highly detailed consumer profiles in order to target their intended audiences much more effectively than in decades past. Below are some of the most common types of customer segmentation techniques in use today — demographic segmentation, behavioral segmentation, attitudinal segmentation and psychographic segmentation — along with their advantages and disadvantages. 1. Demographic SegmentationDemographic segmentation focuses on classifying groups of people based primarily upon physical or situational factors such as age, gender, income, ethnicity, geography, educational level, etc. Pros:
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2. Behavioral SegmentationAs its name implies, behavioral segmentation adopts a simple approach by grouping consumers based on their behaviors, such as purchases of products or services, or following up on medical recommendations (e.g., filling prescriptions or getting lab work done). Pros:
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3. Attitudinal SegmentationAttitudinal segmentation groups potential consumers based on their attitudes, emotions and/or opinions about a specific product, service or topic. Pros:
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4. Psychographic SegmentationPsychographic segmentation focuses on grouping consumers by shared beliefs, values, interests, priorities, emotions, and lifestyles. Pros:
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As with anything else, each consumer segmentation strategy carries distinct advantages and disadvantages, but the overarching goal remains the same: To leverage this data for the purpose of identifying and connecting with highly targeted audiences. By doing so, businesses are far more likely to achieve their marketing goals. What are the 4 types of market segmentation?Demographic, psychographic, behavioral and geographic segmentation are considered the four main types of market segmentation, but there are also many other strategies you can use, including numerous variations on the four main types.
When marketers look at buying behavior when grouping consumers they are using?Behavioral Segmentation: A Customer's Choices
Behavioral segmentation digs deeper into customers' purchasing habits than demographic segmentation. It's also one of the most popular customer profile types to be integrated into marketing campaigns.
What is customer psychographics?Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. Psychographics in marketing focus on understanding the consumer's emotions and values, so you can market more accurately.
What type of segmentation are marketers using when they measure consumers usage rates and use that information to categorize them as light medium or heavy users?Usage rate segmentation divides consumers according to how much they use a product. They are divided into groups of non-users and light, medium, and heavy product users, and companies often seek to target one heavy user rather than several light users.
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