Segmentation
The consumer segmentation method is a key tool in market research that involves dividing consumers into different groups based on different demographic, psychographic, geographic, behavioural and other characteristics. This allows companies to better understand their customers, develop more personalised products and services, and create more effective marketing strategies.
The segmentation method is useful when a company needs deeper insights into the market, for example when launching a new product or developing a tailored marketing strategy. It can help you better understand consumer trends and respond to changing customer needs, thereby increasing your company's competitiveness.
  • Client profile: What are the characteristics of the company's potential customers?
  • PersonalisationWhat products, services and experiences do different customer groups prefer?
  • Marketing communications: Which messages and channels will be most effective in reaching different customer groups?
  • Product development: What product features and functions should the new product have in order to best meet customer expectations?
  • Pricing: At what price range will customers be willing to buy the product?
  1. Cluster analysis: Cluster analysis is the most commonly used method in market segmentation. This technique helps to group customers according to similar characteristics, habits or preferences.
  2. Factor analysis: Factor analysis helps to reduce the data and identify correlated variables to identify the main factors influencing consumer groups.
  3. Discriminant analysis: This method helps to determine which variables are most differentiating between the different segments.
  4. Cross-tabulation analysis: It allows you to explore the relationships and correlations between different variables, so you can help identify which characteristics are most common in which segments.
Suppose a car company is about to launch a new model. Using a method of consumer segmentation, the company divides potential buyers into different groups - for example, based on age, income, marital status, leisure activities and car preferences. The company then develops different marketing strategies for each segment to best meet the needs and expectations of that group.
By understanding the results of segmentation, companies can better understand their customers and thus develop more effective marketing strategies, increase sales and improve customer satisfaction.

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