One of the basic concepts in marketing is the division of customer segments into categories to make it easier to deal with and target. Why should you make customers into categories?
In every marketing campaign for any product, you must study the supposed customers for the purpose of presenting the thing you want to market. Therefore, classification or division depends on several factors and criteria.
Customer segmentation criteria
(These are some general examples)
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One of the criteria that can be adopted to divide the categories of customers
The first very important element in marketing is to study the market and analyse each category according to interests.
Geographical division
Customers must be analysed according to the place of residence, that is, if they live in neighbourhoods, streets, cities, states, provinces, countries, etc...
It means that according to each product you want to market, the target group must be studied and placed in the appropriate division for it. For example, a seller of burgers or fast food will focus on customers will be divided according to the district and city in which he will open his fixed or mobile store and he will not care about everything. You get the idea here :) .
Demographic division
Here it depends on the characteristics of the population, such as age, status of the person (male or female), income, level of education, work, and marital status.
Example a - : A gym club in a district with high p population or city where people live most of whom are of average income. It targets a group of female or male clients whose ages are from 20 to 45 years, and it does not care for the category less or more than that age.
Example b - : An open gym club in an upscale area and a luxurious neighbourhood. It provides equipment and training specialists. It targets an age group of 25 year or more and focuses especially on the male category.
Psychological division
This division is based on an analysis of the standard of living and lifestyle. How is that?
It is possible here to make a subdivision of this part because :
- There are people who study in universities and have no interest other than studying and returning home.
- There are people who are employees and their families only focus on gold to work and stay at home.
-There are people who have many interests, such as walking at the end of the week, rest days, or any other sporting activity, and other people choose in the middle of the week.
-There are people who have an interest in family trips, and other people who prefer to go out with friends.
Segmentation by purchase characteristics
Here, marketing depends on the idea of analysing the product according to the effect. For example, buying according to the seasons: in the summer, people are interested in buying sunscreen, and in the winter, thick cotton clothes. There are those who buy on certain events of the year such as holidays, holidays, months of sales, etc.
There are people who are interested in other specific events, such as giving gifts after success in the study: a mobile phone, a laptop, a bike, etc.
There are also areas affected by the nature of purchase and consumption at the same time, such as what we find there: persons that buy consumer needs at once for a week, other persons that buy every day, people who buy in instalments, persons who are from the category of employees who depend on monthly income.
There are also customers by the loyalty of the brand, such as who wants to buy from the same brand throughout his life like; clothes, shoes, household and electronic equipment, etc.
A summary : that complements the importance of correct division for the success of the marketing campaign for the product, and purifies the results when targeting appropriately according to the characteristics and criterion of division.
You can be satisfied with one criterion in marketing, that is, according to the type of product you are marketing for, or several criteria can be combined together in one division.
Keep in mind that the higher the category of ratings, the more accurate the targeting. And here you have to deal with using what you need according to what you are shopping for.
Note: Whatever the type of product that you sell or market for, you must divide the category of customers and customers into segments and provide sales offers and an appropriate value for each target market segment, in order to succeed in obtaining the highest marketing for the product and successful marketing.