Behavioural market segmentation uses the target audience's patterns of action and decision-making (e.g. consumption patterns, customer lifestyle, etc.) as criteria. For example, young consumers tend to buy shower gel, while older people prefer to buy solid soap for these purposes.
Analyzing customer behavior provides marketers with information to develop a customized approach to potential customers, increasing the likelihood that they will become actual customers.
Psychographic segmentation
In the process of psychographic market segmentation, the spiritual characteristics of target clients are taken into account, according to which the division into sections occurs. This is, for example, the consumer's lifestyle, his values, beliefs and interests. This type of segmentation is used, in particular, in the fitness market. There, the audience is sorted by the characteristic of an active lifestyle and constant training.
To create the most accurate vnpay database portrait of the target client, it is necessary to take into account several criteria (preferably as many as possible). On the other hand, it is necessary to remember the growth potential of each formed section, as well as the accessibility for communication with consumers.
Subsequently, these same criteria can be used to re-segment the audience into other groups (for example, based on the sales funnel level, average check, product category, etc.). To collect and manage customer data, it is convenient to use CRM systems, which are also a good tool for communication and increasing the efficiency of implementation.
3 Cool Examples of Market Segmentation
Healthy food
Small Planet Foods is a distributor of organic, chemical-free produce. It was recently acquired by General Mills to meet the demand of a target audience interested in maintaining a healthy lifestyle. Previously, this was a fairly narrow niche.
General Mills
Today, this segment is rapidly gaining popularity, expanding annually by 20%, this niche is estimated by experts at 7.7 billion dollars. Initially, Small Planet Foods focused exclusively on healthy food. Then, closely monitoring trends, the company began to expand its range. Among the current offers, it is worth noting, for example, pre-processed food products (the so-called "TV dinners"). However, the basis is still healthy food from natural ingredients.
Diapers
Buyers of diapers and sanitary napkins know the manufacturer of these products, Kimberly-Clark, well. This company also actively segments its audience, from which it primarily singles out parents of infants who regularly need high-quality disposable diapers. The company has a website where customers are presented with the entire line of products for newborns, as well as recommendations for caring for babies.
Kimberly-Clark Company
The second segment includes parents of children who already use the potty independently. Disposable bathing pants Pull-Ups and Little Swimmers are offered especially for this category. Finally, the third segment of the target audience includes adult customers who suffer from urinary incontinence. Special diapers Depend and Poise are produced for them. The company has developed appropriate marketing programs for each category of customers.