Market segmentation

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developed incrementally from the 16th century onwards. Retailers, operating outside the major metropolitan cities, could not afford to serve one type of clientele exclusively, yet retailers needed to find ways to separate the wealthier clientele from the "riff-raff". One simple technique was to have a window opening out onto the street from which customers could be served. This allowed the sale of goods to the common people, without encouraging them to come inside. Another solution, that came into vogue starting in the late sixteenth century, was to invite favored customers into a back room of the store, where goods were permanently on display. Yet another technique that emerged around the same time was to hold a showcase of goods in the shopkeeper's private home for the benefit of wealthier clients. Samuel Pepys, for example, writing in 1660, describes being invited to the home of a retailer to view a wooden jack. The eighteenth-century English entrepreneurs,

1578:) was developed by Grey Advertising in the late 1960s. The benefits-sought by purchasers enables the market to be divided into segments with distinct needs, perceived value, benefits sought, or advantage that accrues from the purchase of a product or service. Marketers using benefit segmentation might develop products with different quality levels, performance, customer service, special features, or any other meaningful benefit and pitch different products at each of the segments identified. Benefit segmentation is one of the more commonly used approaches to segmentation and is widely used in many consumer markets including motor vehicles, fashion and clothing, furniture, consumer electronics, and holiday-makers. 636: 2078: 1275:) combines demographic data with geographic data to create richer, more detailed profiles. Geo-cluster approaches are a consumer classification system designed for market segmentation and consumer profiling purposes. They classify residential regions or postcodes based on census and lifestyle characteristics obtained from a wide range of sources. This allows the segmentation of a population into smaller groups defined by individual characteristics such as demographic, socio-economic, or other shared socio-demographic characteristics. 665:

rarely for single consumers. Between 1902 and 1910, George B Waldron, working at Mahin's Advertising Agency in the United States used tax registers, city directories, and census data to show advertisers the proportion of educated vs illiterate consumers and the earning capacity of different occupations, etc. in a very early example of simple market segmentation. In 1924 Paul Cherington developed the 'ABCD' household typology; the first socio-demographic segmentation tool. By the 1930s, market researchers such as

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that minimizes differences between members of a segment and maximizes differences between each segment. In addition, the segmentation approach must yield segments that are meaningful for the specific marketing problem or situation. For example, a person's hair color may be a relevant base for a shampoo manufacturer, but it would not be relevant for a seller of financial services. Selecting the right base requires a good deal of thought and a basic understanding of the market to be segmented.

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and mass data storage, it has been possible for marketers to conceive of segmenting at the level of the individual consumer. Extensive data is now available to support segmentation in very narrow groups or even for a single customer, allowing marketers to devise a customized offer with an individual price that can be disseminated via real-time communications. Some scholars have argued that the fragmentation of markets has rendered traditional approaches to market segmentation less useful.

1379: 1070: 1860:) is the most reliable and efficient means of describing the cultural origin of individuals. The accuracy of using name analysis as a surrogate for cultural background in Australia is between 80 and 85%, after allowing for female name changes due to marriage, social or political reasons, or colonial influence. The extent of name data coverage means a user will code a minimum of 99% of individuals with their most likely ancestral origin. 583: 532: 2304: 969:

and other communications technologies are readily available from government statistics departments. Finding useful analogies can be challenging because every market is unique. However, analogous product adoption and growth rates can provide the analyst with benchmark estimates and can be used to cross-validate other methods that might be used to forecast sales or market size.

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occurred somewhat later in the US and Europe, with most estimates converging on 1964. Accordingly, Australian Boomers are normally defined as those born between 1945 and 1960; while American and European Boomers are normally defined as those born between 1946 and 1964. Thus, the generational segments and their dates discussed here must be taken as approximations only.

2758:, Basic Books, N.Y. 1990 pp. 4–12, Richard Tedlow outlines first three stages: fragmentation, unification, and segmentation. In a subsequent work, published three years later, Tedlow and his co-author thought that they had seen evidence of a new trend and added a fourth era, termed Hyper-segmentation (post-1980s); See Tedlow, R.A. and Jones, G., 750:, which were once treated as commodities, are now highly differentiated. Consumers can purchase a variety of salt products; cooking salt, table salt, sea salt, rock salt, kosher salt, mineral salt, herbal or vegetable salts, iodized salt, salt substitutes, and many more. Sugar also comes in many different types - 1654:

segmentations to customer databases; second, the rapid increase in the breadth and depth of data that is available to commercial organisations; third, the increasing prevalence of customer databases amongst companies (which generates the commercial demand for segmentation to be used for different purposes).

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that he had observed "many examples of segmentation" emerging and to a certain extent saw this as a "natural force" in the market that would "not be denied." As Schwarzkopf points out, Smith was codifying implicit knowledge that had been used in advertising and brand management since at least the 1920s.

611:: As transportation systems improved, the economy became unified. Standardized, branded goods were distributed at a national level. Manufacturers tended to insist on strict standardization to achieve scale economies to penetrate markets in the early stages of a product's lifecycle. e.g. the Model T Ford. 2089:

Positioning is the final step in the S-T-P planning approach; Segmentation → Targeting → Positioning. It is a core framework for developing marketing plans and setting objectives. Positioning refers to decisions about how to present the offer in a way that resonates with the target market. During the

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enables the analysis and segmentation of consumers across a diverse set of attributes. Forsyth et al., in an article 'Internet research' grouped current active online consumers into six groups: Simplifiers, Surfers, Bargainers, Connectors, Routiners, and Sportsters. The segments differ regarding four

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and can be used to enhance customer insight and as a component of predictive models. Cultural segmentation enables appropriate communications to be crafted for particular cultural communities. Cultural segmentation can be applied to existing customer data to measure market penetration in key cultural

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Demographers, studying population change, disagree about precise dates for each generation. Dating is normally achieved by identifying population peaks or troughs, which can occur at different times in each country. For example, in Australia the post-war population boom peaked in 1960, while the peak

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A generation is defined as "a cohort of people born within a similar period (15 years at the upper end) who share a comparable age and life stage and who were shaped by a particular period (events, trends, and developments)." Generational segmentation refers to the process of dividing and analyzing a

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Several proprietary geo-demographic packages are available for commercial use. Geographic segmentation is widely used in direct marketing campaigns to identify areas that are potential candidates for personal selling, letter-box distribution, or direct mail. Geo-cluster segmentation is widely used by

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A major step in the segmentation process is the selection of a suitable base. In this step, marketers are looking for a means of achieving internal homogeneity (similarity within the segments), and external heterogeneity (differences between segments). In other words, they are searching for a process

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Given that this is the market to be segmented, the market analyst should begin by identifying the size of the potential market. For existing products and services, estimating the size and value of the market potential is relatively straightforward. However, estimating the market potential can be very

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Until relatively recently, most segmentation approaches have retained a tactical perspective in that they address immediate short-term decisions; such as describing the current “market served” and are concerned with informing marketing mix decisions. However, with the advent of digital communications

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Contemporary market segmentation emerged in the first decades of the twentieth century as marketers responded to two pressing issues. Demographic and purchasing data were available for groups but rarely for individuals and secondly, advertising and distribution channels were available for groups, but

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Market segmentation is the process of dividing mass markets into groups with similar needs and wants. The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments

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A successful example of hybrid segmentation came from the travel company TUI, which in 2018 developed a hybrid segmentation using a combination of geo-demographics, high-level category attitudes, and more specific holiday-related needs. Before the onset of Covid-19 travel restrictions, they credited

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One of the difficulties organisations face when implementing segmentation into their business processes is that segmentations developed using a single variable base, e.g. attitudes, are useful only for specific business functions. As an example, segmentations driven by functional needs (e.g. “I want

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Market segmentation has many critics. Despite its limitations, market segmentation remains one of the enduring concepts in marketing and continues to be widely used in practice. One American study, for example, suggested that almost 60 percent of senior executives had used market segmentation in the

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Wendell R. Smith is generally credited with being the first to introduce the concept of market segmentation into the marketing literature in 1956 with the publication of his article, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies." Smith's article makes it clear

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While many of these proprietary psychographic segmentation analyses are well-known, the majority of studies based on psychographics are custom-designed. That is, the segments are developed for individual products at a specific time. One common thread among psychographic segmentation studies is that

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segmentation, is measured by studying the activities, interests, and opinions (AIOs) of customers. It considers how people spend their leisure, and which external influences they are most responsive to and influenced by. Psychographics is a very widely used basis for segmentation because it enables

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Geographic segmentation may be considered the first step in international marketing, where marketers must decide whether to adapt their existing products and marketing programs to the unique needs of distinct geographic markets. Tourism Marketing Boards often segment international visitors based on

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Another approach is to use a historical analogy. For example, the manufacturer of HDTV might assume that the number of consumers willing to adopt high-definition TV will be similar to the adoption rate for color TV. To support this type of analysis, data for household penetration of TV, Radio, PCs,

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which is essentially a blend of pure sugar and a sugar substitute. Each of these product types is designed to meet the needs of specific market segments. Invert sugar and sugar syrups, for example, are marketed to food manufacturers where they are used in the production of conserves, chocolate, and

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In contrast, post-hoc segmentation makes no assumptions about the optimal theoretical framework. Instead, the analyst's role is to determine the segments that are the most meaningful for a given marketing problem or situation. In this approach, the empirical data drives the segmentation selection.

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The technique known as perceptual mapping is often used to understand consumers' mental representations of brands within a given category. Traditionally two variables (often, but not necessarily, price and quality) are used to construct the map. A sample of people in the target market are asked to

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is an example of a company that created an online environment for Simplifiers. They also 'dislike unsolicited e-mail, uninviting chat rooms, pop-up windows intended to encourage impulse buys, and other features that complicate their on- and off-line experience'. Surfers like to spend a lot of time

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The use of multiple segmentation variables normally requires the analysis of databases using sophisticated statistical techniques such as cluster analysis or principal components analysis. These types of analysis require very large sample sizes. However, data collection is expensive for individual

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For example, although dress size is not a standard base for segmenting a market, some fashion houses have successfully segmented the market using women's dress size as a variable. However, the most common bases for segmenting consumer markets include: geographics, demographics, psychographics, and

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The practice of market segmentation emerged well before marketers thought about it at a theoretical level. Archaeological evidence suggests that Bronze Age traders segmented trade routes according to geographical circuits. Other evidence suggests that the practice of modern market segmentation was

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According to advertising guru, David Ogilvy, "Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. A good brand

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Note that these descriptors are merely commonly used examples. Marketers customize the variables and descriptors for both local conditions and for specific applications. For example, in the health industry, planners often segment broad markets according to 'health consciousness' and identify low,

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Behavioural segmentation divides consumers into groups according to their observed behaviours. Many marketers believe that behavioural variables are superior to demographics and geographics for building market segments, and some analysts have suggested that behavioural segmentation is killing off

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for specific geographic markets; London omnibuses and ambulances destined for the British market; French postal delivery vans for Continental Europe and American locomotives intended for sale in America. Such activities suggest that basic forms of market segmentation have been practiced since the

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Segmenting business markets is more straightforward than segmenting consumer markets. Businesses may be segmented according to industry, business size, business location, turnover, number of employees, company technology, purchasing approach, or any other relevant variables. The most widely used

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is a process in which cultural intermediaries coin, circulate, and validate the consumer categories that some marketers use as market segments - consumer categories emerge, unsolicited, in popular culture. Segments are "feral" because consumer categories emerge in the public domain, unsolicited,

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Perhaps the most important marketing decision a firm makes is the selection of one or more market segments on which to focus. A market segment is a portion of a larger market whose needs differ somewhat from the larger market. Since a market segment has unique needs, a firm that develops a total

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recognized that demographics alone were insufficient to explain different marketing behaviors and began exploring the use of lifestyles, attitudes, values, beliefs and culture to segment markets. With access to group-level data only, brand marketers approached the task from a tactical viewpoint.

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Market segmentation assumes that different market segments require different marketing programs – that is, different offers, prices, promotions, distribution, or some combination of marketing variables. Market segmentation is not only designed to identify the most profitable segments but also to

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A priori research occurs when "a theoretical framework is developed before the research is conducted". In other words, the marketer has an idea about whether to segment the market geographically, demographically, psychographically or behaviourally before undertaking any research. For example, a

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Many times customers move purchase preferences to a competitor brand. This may happen for many reasons those of which can be more difficult to measure. It is many times beneficial for the former company to gain meaningful insights, through data analysis, as to why this change of preference has

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When the segments have been determined and separate offers developed for each of the core segments, the marketer's next task is to design a marketing program (also known as the marketing mix) that will resonate with the target market or markets. Developing the marketing program requires a deep

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Cultural segmentation can be combined with other bases, especially geographics so that segments are mapped according to state, region, suburb, and neighborhood. This provides a geographical market view of population proportions and may be of benefit in selecting appropriately located premises,

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Hybrid segmentation is a family of approaches that specifically addresses this issue by combining two or more variable bases into a single segmentation. This emergence has been driven by three factors. First, the development of more powerful AI and machine learning algorithms to help attribute

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closely resembles the original S-T-P framework in that firms initiate and conduct independently a market segmentation project. Firms focus on a category of offerings as the starting point for identifying a base of consumers and performing analysis to validate distinct consumption profiles. The

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Attitudinal segmentation provides insight into the mindset of customers, especially the attitudes and beliefs that drive consumer decision-making and behaviour. An example of attitudinal segmentation comes from the UK's Department of Environment which segmented the British population into six

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Purchase or usage occasion segmentation focuses on analyzing occasions when consumers might purchase or consume a product. This approach customer-level and occasion-level segmentation models and provides an understanding of the individual customers’ needs, behaviour, and value under different

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Segmentation according to demography is based on consumer demographic variables such as age, income, family size, socio-economic status, etc. Demographic segmentation assumes that consumers with similar demographic profiles will exhibit similar purchasing patterns, motivations, interests, and

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The primary market is the target market selected as the main focus of marketing activities. The secondary target market is likely to be a segment that is not as large as the primary market, but has growth potential. Alternatively, the secondary target group might consist of a small number of

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knowledge of key market segments' purchasing habits, their preferred retail outlet, their media habits, and their price sensitivity. The marketing program for each brand or product should be based on the understanding of the target market (or target markets) revealed in the market profile.

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ositioning, as a broad framework for simplifying the process. Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles. Targeting comprises an evaluation of each segment's

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Analysts typically employ some type of clustering analysis or structural equation modeling to identify segments within the data. Post-hoc segmentation relies on access to rich datasets, usually with a very large number of cases, and uses sophisticated algorithms to identify segments.

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lifestyles and that these characteristics will translate into similar product/brand preferences. In practice, demographic segmentation can potentially employ any variable that is used by the nation's census collectors. Examples of demographic variables and their descriptors include:

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There are no formulas for evaluating the attractiveness of market segments and a good deal of judgment must be exercised. There are approaches to assist in evaluating market segments for overall attractiveness. The following lists a series of questions to evaluate target segments.

3334:, was the recipient of a Hoover Award for a segmentation study which showed that women with dress size 16+ underspent on clothes because they were unable to find suitable garments. This insight led to the establishment of 'plus-sized' fashion outlets. The case study reported in 1849:

segments by product, brand, and channel as well as traditional measures of recency, frequency, and monetary value. These benchmarks form an important evidence base to guide strategic direction and tactical campaign activity, allowing engagement trends to be monitored over time.

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marketer might want to learn more about the motivations and demographics of light and moderate users to understand what tactics could be used to increase usage rates. In this case, the target variable is known – the marketer has already segmented using a behavioural variable –

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of demand, and (3) develop specific 'marketing mixes' for each targeted market segment. " From an economic perspective, segmentation is built on the assumption that heterogeneity in demand allows for demand to be disaggregated into segments with distinct demand functions.

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Marketers often engage commercial research firms or consultancies to carry out segmentation analysis, especially if they lack the statistical skills to undertake the analysis. Some segmentation, especially post-hoc analysis, relies on sophisticated statistical analysis.

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means that firms purchase segmentation frameworks that are commercially available from specialized firms that apply data science to generate consumer profiles. The resulting segments are available for commercial distribution, and clients can consult the segments for a

739:. In an undifferentiated approach, the marketer ignores segmentation and develops a product that meets the needs of the largest number of buyers. In a differentiated approach, the firm targets one or more market segments and develops separate offers for each segment. 901:

product focused solely on the needs of that segment will be able to meet the segment's desires better than a firm whose product or service attempts to meet the needs of multiple segments. Current research shows that, in practice, firms apply three variations of the

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Evidence of early marketing segmentation has also been noted elsewhere in Europe. A study of the German book trade found examples of both product differentiation and market segmentation in the 1820s. From the 1880s, German toy manufacturers were producing models of

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behavior. Marketers normally select a single base for the segmentation analysis, although, some bases can be combined into a single segmentation with care. Combining bases is the foundation of an emerging form of segmentation known as ‘Hybrid Segmentation’ (see

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Geographic segmentation occurs when a firm seeks to identify the most promising geographic markets to enter. Businesses can tap into business census-type products published by Government departments to identify geographic regions that meet certain predefined

627:: a shift towards the definition of ever more narrow market segments. Technological advancements, especially in the area of digital communications, allow marketers to communicate with individual consumers or very small groups. This is sometimes known as 2249:

of a business to determine which tactics to implement to retain or let go of customers. Tactics commonly used range from providing special customer discounts to sending customers communications that reinforce the value proposition of the given service.

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population into cohorts based on their birth date. Generational segmentation assumes that people's values and attitudes are shaped by the key events that occurred during their lives and that these attitudes translate into product and brand preferences.

2279:. The next step would be to collect and analyze attitudinal data for light and moderate users. The typical analysis includes simple cross-tabulations, frequency distributions, and occasionally logistic regression or one of several proprietary methods. 2453:

Omnibus surveys (a standard, regular survey with a basic set of questions about demographics and lifestyles where an individual can add specific sets of questions about product preference or usage; generally lower cost than commissioned survey

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Online market segmentation is similar to the traditional approaches in that the segments should be identifiable, substantial, accessible, stable, differentiable, and actionable. Customer data stored in online data management systems such as a

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marketers use this technique). Under this approach the target market is segmented based on features such as company size, industry sector or location usage rate, purchase frequency, number of years in business, ownership factors, and buying

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Product variability: For highly uniform products (such as sugar or steel) undifferentiated marketing may be more appropriate. For products that can be differentiated, (such as cars) then either a differentiated or concentrated approach is

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Gupta, Sunil. Lehmann, Donald R. Managing Customers as Investments: The Strategic Value of Customers in the Long Run, pp. 70–77 (“Customer Retention” section). Upper Saddle River, NJ: Pearson Education/Wharton School Publishing, 2005.

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member of the population views the brand that makes up a category and how each of the brands relates to other brands within the same category. While perceptual maps with two dimensions are common, multi-dimensional maps are also used.

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research and analysis that forms the central part of segmentation and targeting, the marketer will gain insights into what motivates consumers to purchase a product or brand. These insights will form part of the positioning strategy.

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moderate, and highly health-conscious segments. This is an applied example of behavioural segmentation, using attitude to a product or service as a key descriptor or variable which has been customized for the specific application.

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Competitive activity: When competitors apply differentiated or concentrated market segmentation, using undifferentiated marketing may prove to be fatal. A company should consider whether it can use a different market segmentation

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develop profiles of key segments to better understand their needs and purchase motivations. Insights from segmentation analysis are subsequently used to support marketing strategy development and planning. Many marketers use the

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One of the most common indicators of high-risk customers is a drop off in usage of the company's service. For example, in the credit card industry, this could be signaled through a customer's decline in spending on his or her

2199:(SIC); company size (either in terms of revenue or number of employees), industry sector or location (country and/or region), usage rate, purchase frequency, number of years in business, ownership factors and buying situation 2106:

explain where they would place various brands in terms of the selected variables. Results are averaged across all respondents, and results are plotted on a graph, as illustrated in the figure. The final map indicates how the

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Geographic segmentation divides markets according to geographic criteria. In practice, markets can be segmented as broadly as continents and as narrowly as neighborhoods or postal codes. Typical geographic variables include:

1402:: Double (or dual) Income, No Kids, describes one member of a couple with above-average household income and no dependent children, tend to exhibit discretionary expenditure on luxury goods and entertainment and dining out. 652:, both staged expansive showcases of their wares in their private residences or in rented halls to which only the upper classes were invited while Wedgewood used a team of itinerant salesmen to sell wares to the masses. 1650:

home appliances that are very quiet”) can provide clear direction for product development, but tell little about how to position brands, or who to target on the customer database and with what tonality of messaging.

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baked goods. Sugars marketed to consumers appeal to different usage segments – refined sugar is primarily for use on the table, while caster sugar and icing sugar are primarily designed for use in home-baked goods.

1630:: Have serious life priorities that take precedence before a behavioural change is a consideration; their everyday behaviours often have a low impact on the environment, but for other reasons than conservation 863:

Product life cycle: For new products, one version may be used at the launch stage, but this may be expanded to a more segmented approach over time. As more competitors enter the market, it may be necessary to

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Addison, T. and O'Donohue, M., "Understanding the Customer’s Relationship With a Brand: The Role of Market Segmentation in Building Stronger Brands," Market Research Society Conference, London, 2001, Online:

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Visualisation of two approaches to demographic segmentation using one and two variables. On the left, a single variable (age) is used. On the right, two variables (income and occupation) are used to form the

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make up over 50% of all online transactions. Their main characteristic is that they need easy (one-click) access to information and products as well as easy and quickly available service regarding products.

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Loker and Purdue, for example, used benefit segmentation to segment the pleasure holiday travel market. The segments identified in this study were the naturalists, pure excitement seekers, and escapists.

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Difficulties with market dynamics, notably the instability of segments over time and structural change which leads to segment creep and membership migration as individuals move from one segment to another

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The figure alongside illustrates how segments might be formed using clustering; however, note that this diagram only uses two variables, while in practice clustering employs a large number of variables.

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Governments and public sector departments such as urban planning, health authorities, police, criminal justice departments, telecommunications, and public utility organizations such as water boards.

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This determination boils down to whether the post-retention profit generated from the customer is predicted to be greater than the cost incurred to retain the customer and includes evaluation of

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as an eccentric minority; exhibit no interest in changing their behaviour; may be aware of climate change but have not internalized it to the extent that it enters their decision-making process.

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Facebook has recently developed what marketing professor Mark Ritson describes as a “very impressive” hybrid segmentation using a combination of behavioural, attitudinal, and demographic data.

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occasions of usage and time. Unlike traditional segmentation models, this approach assigns more than one segment to each unique customer, depending on the current circumstances they are under.

1121:). This approach seeks to deliver a single segmentation that is equally useful across multiple marketing functions such as brand positioning, product and service innovation as well as eCRM. 1094:

refers to the extent to which a segment or group of customers represents a sufficient size to be profitable. This could mean being sufficiently large in number of people or purchasing power.

1335:: Young single; Young married with no children; Young family with children under 5 years; Older married with children; Older married with no children living at home, Older living alone 2728:

Madhavaram, S., & Hunt, S. D., "The Service-dominant Logic and a Hierarchy of Operant Resources: Developing Masterful Operant Resources and Implications for Marketing Strategy, "

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Is the market segment substantial enough to be profitable? (Segment size can be measured in the number of customers, but superior measures are likely to include sales value or volume)

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With a clear break from the traditional paradigm of focusing on a single variable base, many marketers view hybrid segmentation as marking the beginning of a new era in segmentation.

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Alberti, M. E., "Trade and Weighing Systems in the Southern Aegean from the Early Bronze Age to the Iron Age: How Changing Circuits Influenced Glocal Measures," in Molloy, B. (ed.),

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In addition to geographics, demographics, psychographics, and behavioural bases, marketers occasionally turn to other means of segmenting the market or developing segment profiles.

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A basic approach is to first assess the size of the broad population, then estimate the percentage likely to use the product or service, and finally estimate the revenue potential.

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Moutinho, L., "Segmentation, Targeting, Positioning and Strategic Marketing," Chapter 5 in Strategic Management in Tourism, Moutinho, L. (ed), CAB International, 2000, pp. 121–166.

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The same consumer changes in their attractiveness to marketers based on context and situation. This is particularly used in digital targeting via programmatic bidding approaches.

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A key consideration for marketers is whether they should segment. Depending on company philosophy, resources, product type, or market characteristics, a business may develop an

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Actively shopping, just entering into a life change event, being physically in a certain location, or at a particular retailer which is known from GPS data via smartphones.

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Commissioned research (where the business commissions a research study and maintains exclusive rights to the data; typically the most expensive means of data collection)

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attractiveness and selection of the segments to be targeted. Positioning comprises the identification of optimal positions and the development of the marketing program.

3810: 504:– that is, those segments that are likely to be the most profitable or that have growth potential – so that these can be selected for special attention (i.e. become 496:

In dividing or segmenting markets, researchers typically look for common characteristics such as shared needs, common interests, similar lifestyles, or even similar

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Fullerton, R.A., "Segmentation Strategies and Practices in the 19th-Century German Book Trade: A Case Study in the Development of a Major Marketing Technique", in

1442:: Young person who is approaching puberty, aged approximately 9–12 years; too old to be considered a child, but too young to be a teenager; they are 'in-between'. 867:

Market characteristics: When all buyers have similar tastes or are unwilling to pay a premium for different quality, then undifferentiated marketing is indicated.

617:: As market size increased, manufacturers were able to produce different models pitched at different quality points to meet the needs of various demographic and 1388:

firms. For this reason, many companies purchase data from commercial market research firms, many of whom develop proprietary software to interrogate the data.

1408:: Greying, Leisured and Moneyed. Retired older persons, asset rich, and high income. Tend to exhibit higher spending on recreation, travel, and entertainment. 2094:

positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve, and how it does so in a unique way."

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Another major decision in developing the segmentation strategy is the selection of market segments that will become the focus of special attention (known as

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In reality, marketers can segment the market using any base or variable provided that it is identifiable, substantial, responsive, actionable, and stable.

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The main disadvantage of a-priori segmentation is that it does not explore other opportunities to identify market segments that could be more meaningful.

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Tech-savvy (aka tech-heads); Heavy users, Enthusiasts; Early adopters, Opinion Leaders, Luxury-seekers, Price-conscious, Quality-conscious, Time-poor.

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without the direct involvement of professional marketers, outside managerial control, and without mobilizing the prescribed market research techniques.

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Geographic/demographic segmentation is overly descriptive and lacks sufficient insights into the motivations necessary to drive communications strategy

1317:: Professional, self-employed, semi-professional, clerical/ admin, sales, trades, mining, primary producer, student, home duties, unemployed, retired 2231:

occurred. Such insights can lead to effective strategies for winning back the customer or on how not to lose the target customer in the first place.

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The Model-T Ford (1921) is an early example of a mass marketing (undifferentiated segmentation) approach. Initially, it was produced only in black.

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Blocker, C. P. and Flint, D. J., 2007. "Customer Segments as Moving Targets: Integrating Customer Value Dynamism into Segment Instability Logic,"

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The labels applied to some of the more popular demographic segments began to enter the popular lexicon in the 1980s. These include the following:

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Purchasing, consumption or usage behaviour. ( Needs-based, benefit-sought, usage occasion, purchase frequency, customer loyalty, buyer readiness).

1414:: (aka GUPPIE) Gay, Upwardly Mobile, Prosperous, Professional; a blend of gay and YUPPY (can also refer to the London-based equivalent of YUPPY). 3240:

Del Hawkins & David Mothersbaugh (2010). Consumer Behavior. Building Marketing Strategy. Eleventh edition, McGraw-Hill/Irwin, New York. P 16

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Doos, L. Uttley, J. and Onyia, I., "Mosaic segmentation, COPD and CHF multimorbidity and hospital admission costs: a clinical linkage study,"

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Fullerton, R., "Segmentation in Practice: An Overview of the Eighteenth and Nineteenth Centuries," in Jones, D.G.B. and Tadajewski, M. (eds),

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Minhas, R.S. and Jacobs, E.M., "Benefit Segmentation by Factor Analysis: An improved method of targeting customers for financial services",

2840:

Pei International, 1991; Cross, G., Kids' Stuff: Toys and the Changing World of American Childhood, Harvard University Press, 2009, pp 95-96

1428:: (American) Well-educated, well-off, upper-class young persons; a graduate of an expensive school. Often distinguished by a style of dress. 4419: 3781:“Hybrid Segmentation: The New Targeting Approach to Unify your Organisation”. Presented by Dr. Leigh Morris from Bonamy Finch, April 2021. 1460:) Young, Urban/ Upwardly-mobile, Prosperous, Professional. Tend to be well-educated, career-minded, ambitious, affluent, and free spenders. 1608:; primarily concerned with wastage; lack awareness of other behaviours associated with broader environmental issues such as climate change 4257:

Perbert, F., Stenger, B. and Maki, A., "Random Forest Clustering and Application to Video Segmentation," , Toshiba Europe, 2009, Online:

4360:

Swait, J., "A structural equation model of latent segmentation and product choice for cross-sectional revealed preference choice data,"

964:

To estimate market size, a marketer might evaluate the adoption and growth rates of comparable technologies (historical analogy method).

2340: 2258:

The choice of an appropriate statistical method for the segmentation depends on numerous factors that may include, the broad approach (

4396: 4373:

Kelly E Fish, K.E., Barnes, J.H. and Aiken, M.W., "Artificial neural networks: A new methodology for industrial market segmentation,"

3811:

http://mccrindle.com.au/BlogRetrieve.aspx?PostID=146968&A=SearchResult&SearchID=9599835&ObjectID=146968&ObjectType=55

3794: 1624:: Skeptical about the need for behaviour change; aspire to conform to social norms; lack awareness of social and environmental issues 3931: 1053:

for more than 50 consumer and industrial categories have been determined and are widely published in tables. The average value for

2934:

Schwarzkopf, S., "Turning Trade Marks into Brands: How Advertising Agencies Created Brands in the Global Market Place, 1900–1930"

1450:: (American) White, Anglo-Saxon Protestant. Tend to be high-status and influential white Americans of English Protestant ancestry. 561:

to provide the framework for marketing planning objectives. That is, a market is segmented, one or more segments are selected for

3882: 3758: 881: 542: 2904:

Cano, C., "The Recent Evolution of Market Segmentation Concepts and Thoughts Primarily by Marketing Academics," in E. Shaw (ed)

2404:

Marketers use a variety of data sources for segmentation studies and market profiling. Typical sources of information include:

1966:

purchasers that account for a relatively high proportion of sales volume perhaps due to purchase value or purchase frequency.

1485:

marketers to identify tightly defined market segments and better understand consumer motivations for product or brand choice.

1434:: Single Income, Two Kids, Oppressive Mortgage. Tend to have very little discretionary income, and struggle to make ends meet. 3919:

Gretchen Gavett, July 09/2014, What You Need to Know About Segmentation, Harvard Business Review, accessed online 3/04/2017:

3843: 3757:“Hybrid segmentation in the travel category by TUI”. Presented by TUI at POPAI Retail Marketing Conference, 7 February 2019. 3424: 3369: 3275:

See for example, Lilien, G., Rangaswamy, A. and Van den Bulte, C., “Diffusion Models: Managerial Applications and Software,”

2695: 1658:

this segmentation with having generated an incremental £50 million of revenue in the UK market alone in just over two years.

1143:

Quantifiable population characteristics. ( age, gender, income, education, socio-economic status, family size, or situation).

3680: 2358:– a generic term for a class of methods that attempt to detect underlying clusters based on observed patterns of association 493:. Its purpose is to identify profitable and growing segments that a company can target with distinct marketing strategies. 2966:

Firat, A.F. and Shultz, C.J., "From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era,"

2464:; studies carried out by market research companies where businesses can purchase the right to access part of the data set) 4077: 2908:

Proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM), Boca Raton, FL, AHRIM, 2003.

450: 3955:

Forsyth, John E.; Lavoie, Johanne; McGuire, Tim. Segmenting the e-market. McKinsey Quarterly. 2000, Issue 4, p14-18. 5p.

686:

The limitations of conventional segmentation have been well documented in the literature. Perennial criticisms include:

4318:

Burinskiene, M. and Rudzkiene, V., "Application of Logit Regression Models for the Identification of Market Segments",

4132:

Hunt, Shelby; Arnett, Dennis (16 June 2004). "Market Segmentation Strategy, Competitive Advantage, and Public Policy".

621:

market segments. This is the era of market differentiation based on demographic, socio-economic, and lifestyle factors.

1844:

Cultural segmentation is used to classify markets according to their cultural origin. Culture is a major dimension of

4107: 4005: 3769:“Facebook’s segmentation abilities are depressingly impressive”. Article by Mark Ritson, Marketing Week, 9 Nov 2017. 3690: 2216:

The basic approach to retention-based segmentation is that a company tags each of its active customers on four axes:

954:

challenging when a product or service is new to the market and no historical data on which to base forecasts exists.

2947:

Kara, A. and Kaynak, E., "Markets of a Single Customer: Exploiting Conceptual Developments in Market Segmentation",

2786:

Of Odysseys and Oddities: Scales and Modes of Interaction Between Prehistoric Aegean Societies and their Neighbours,

1856:

Census data is a valuable source of cultural data but cannot meaningfully be applied to individuals. Name analysis (

1870: 902: 3471:

Sara C. Parks & Frederick J. Demicco, "Age- and Gender-Based Market Segmentation: A Structural Understanding,"

1100:

refers to the extent to which marketers can reach the targeted segments with promotional or distribution efforts.

562: 4274: 3718:

Ahmad, R., "Benefit Segmentation: A potentially useful technique of segmenting and targeting older consumers,"

3602: 3382: 3171: 2149: 1106:

refers to the extent to which consumers in a defined segment will respond to marketing offers targeted at them.

726: 17: 3965: 2741:

Dickson, Peter R.; Ginter, James L., "Market Segmentation, Product Differentiation, and Marketing Strategy, "

565:, and products or services are positioned in a way that resonates with the selected target market or markets. 3983:

Applbaum, K., The Marketing Era: From Professional Practice to Global Provisioning, Routledge, 2004, p. 33-35

3793:“Going Hybrid: The New Era of Segmentation”. Presented by Dr. Leigh Morris from Bonamy Finch, 23 March 2022. 2968: 2949: 2350: 2238: 2139:

Cultural symbols e.g. Australia's Easter Bilby (as a culturally appropriate alternative to the Easter Bunny).

1365:: Asian, African, Aboriginal, Polynesian, Melanesian, Latin-American, African-American, American Indian, etc. 1353:: Primary school; Some secondary, Completed secondary, Some university, Degree; Postgraduate or higher degree 3047:

Albaum, G. and Hawkins, D. I., "Geographic Mobility and Demographic and Socioeconomic Market Segmentation,"

2007:

What are the indications that growth will be sustained in the long term? Is any observed growth sustainable?

4538: 4229:

https://inseaddataanalytics.github.io/INSEADAnalytics/CourseSessions/Sessions45/ClusterAnalysisReading.html

2638: 2382: 1446: 937: 742:

In consumer marketing, it is difficult to find examples of undifferentiated approaches. Even goods such as

639:

By the 1930s, Ford was producing Deluxe models in a range of colours such as this Ford Deluxe Coupe (1931).

4244:

Desarbo, W.S., Ramaswamy, V. and Cohen, S. H., "Market segmentation with choice-based conjoint analysis,"

3782: 708:

Segments are categories that marketers create for consumers, but consumers do not self-identify with them.

3520:

Vol. 09, Andrew Mitchell (ed.), Ann Arbor, MI: Association for Consumer Research, pp 271-276, Direct URL:

2573: 1271: 3705:

Clancy, K.J. and Roberts, M.L., "Towards an Optimal Market Target: A Strategy for Market Segmentation",

1088:

refers to the extent to which managers can identify or recognize distinct groups within the marketplace.

601:: The economy was characterized by small regional suppliers who sold goods on a local or regional basis. 3993: 2633: 2010:

Is the segment stable over time? (Segment must have sufficient time to reach desired performance level)

1472: 1225:

The following sections provide a description of the most common forms of consumer market segmentation.

374: 2598: 2538: 2489: 2392: 1598:: Driven by the belief that protecting the environment is critical; try to conserve whenever they can 4146: 4119: 2917:

Smith, W.R., "Product Differentiation and Market Segmentation as Alternative Marketing Strategies,"

2450:

Government statistics and surveys (e.g. studies by departments of trade, industry, technology, etc.)

1190:

Lifestyle, social or personality characteristics. (typically includes basic demographic descriptors)

3920: 3770: 3306: 2827:

Jagdish N. Sheth and Chin Tiong Tan (eds), Singapore, Association for Consumer Research, pp 135-139

2653: 2366: 1874: 948: 98: 3795:

https://bonamyfinch.strat7.com/events/lunch-learn-going-hybrid-the-new-era-of-segmentation-sign-up

2675: 2618: 2603: 2196: 2068: 555: 443: 389: 369: 354: 168: 143: 118: 58: 880:

The process of segmenting the market is deceptively simple. Marketers tend to use the so-called

856:

Company resources: When resources are restricted, a concentrated strategy may be more effective.

4141: 3516:

Gilly, M.C. and Enis, B.M., "Recycling the Family Life Cycle: a Proposal For Redefinition", in

2501: 2211: 1259:: population under 1,000; 1,000–5,000; 5,000–10,000 ... 1,000,000–3,000,000, and over 3,000,000 178: 3908:

Culture and Positioning as Determinants of Strategy: Personality and the Business Organization

3759:

https://www.popai.co.uk/boxfile/documentdetails.aspx?GUID=a966736b-5961-4409-bba1-9d5afa224cf9

3078: 2035:

Is this market segment reachable and accessible? (i.e., concerning distribution and promotion)

4543: 3586:

Blooming English: Observations on the Roots, Cultivation and Hybrids of the English Language,

3021:

Bardakci, A. and Whitelock, L., "Mass-customisation in Marketing: The Consumer Perspective,"

2628: 2558: 2543: 1481: 1292: 364: 216: 128: 113: 4178: 4038: 3102: 2982:

Hoek, J., Gendall, P. and Esslemont, D., Market segmentation: A search for the Holy Grail?,

1375:

In practice, most demographic segmentation utilizes a combination of demographic variables.

696:

In competitive markets, segments rarely exhibit major differences in the way they use brands

4258: 2648: 2613: 2548: 2477: 2184: 2180: 2155:

segmentation bases used in business to business markets are geographics and firmographics.

973: 521: 509: 379: 309: 271: 183: 163: 78: 42: 4509:

2nd ed., Wiley, p. 8.8; Phillip Kotler et al, Marketing Pearson, Australia, 2013, pp 196-7

2266:), the availability of data, time constraints, the marketer's skill level, and resources. 1045:. However, the Bass model has been so widely used in empirical studies that the values of 8: 3103:"Feral segmentation: How cultural intermediaries perform market segmentation in the wild" 2608: 2553: 2507: 2361: 2179:) is the business community's answer to demographic segmentation. It is commonly used in 1193:

Socially Aware; Traditionalists, Conservatives, Active 'club-going' young professionals.

497: 329: 319: 256: 73: 3034:

Smit, E. G. and Niejens, P. C., 2000. "Segmentation Based on Affinity for Advertising,"

2891:

Wilson B. S. and Levy, J., "A History of the Concept of Branding: Practice and Theory",

1591:

segments, based on attitudes that drive behaviour relating to environmental protection:

4022:

Advertising and Promotion Management: An Integrated Marketing Communication Perspective

3521: 3122: 2583: 2370: 2355: 2259: 2072: 1845: 478: 436: 412: 349: 339: 334: 286: 138: 103: 4054:

Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms

2825:

Historical Perspectives in Consumer Research: National and International Perspectives,

1905:

online, thus companies must have a variety of products to offer and constant updates,

4103: 4001: 3839: 3686: 3420: 3365: 3126: 2812:

The Birth of a Consumer Society: The Commercialization of Eighteenth Century England,

2691: 2563: 2329: 2263: 2077: 1305:: Under 5, 5–8 years, 9–12 years, 13–17 years, 18–24, 25–29, 30–39, 40–49, 50–59, 60+ 635: 591: 422: 291: 266: 261: 236: 153: 148: 4389:"Conducting Market Research? Here are 5 Official Sources of Free Data That Can Help" 2315:

Common statistical approaches and techniques used in segmentation analysis include:

3492: 3194:

Market Segmentation Handbook: Strategic Targeting for Business and Technology Firms

3114: 2715:

Pride, W., Ferrell, O.C., Lukas, B.A., Schembri, S., Niininen, O. and Cassidy, R.,

2683: 2416:

Patron membership records e.g. active members, lapsed members, length of membership

2324: 1901: 645: 417: 314: 251: 241: 221: 206: 173: 158: 123: 108: 88: 2533: 4522: 4281: 3972: 3414: 3331: 2643: 2346: 2246: 1932: 1347:: Under $ 10,000; 10,000–20,000; 20,001–30,000; 30,001–40,000, 40,001–50,000 etc. 649: 407: 281: 83: 2413:

Customer transaction records e.g. sale value per transaction, purchase frequency

2054:

Do we have the skills and/or know-how to enter this market segment successfully?

2051:

Do we have prior experience with this market segment or similar market segments?

1957:

When a marketer enters more than one market, the segments are often labeled the

2955: 2687: 2578: 2483: 1398: 960: 732: 666: 606: 324: 3682:

Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful

2081:

The marketing program is designed with the needs of the target market in mind.

1163:

Physical location or region ( country, state, region, city, suburb, postcode).

4532: 4275:

https://documents.software.dell.com/statistics/textbook/customer-segmentation

3676: 3118: 2997: 2623: 2568: 2375: 2335: 2319:

Clustering algorithms – overlapping, non-overlapping and fuzzy methods; e.g.

2168: 2064: 1939: 1926: 1477: 763: 618: 505: 359: 246: 3075:

Technology & Communications practice for IIR – The Market Research Event

2058: 1618:

but feel they cannot afford to purchase organic products; pragmatic realists

972:

A more robust technique for estimating the market potential is known as the

3966:

http://targetmarketsegmentation.com/target-market/secondary-target-markets/

3823:

The Art of Change Leadership: Driving Transformation In a Fast-Paced World,

3476: 2593: 2588: 2519: 1714: 1701: 1695: 1498:

demographics. Typical behavioural variables and their descriptors include:

1378: 1153:(DINKS); Greying, Leisured And Moneyed (GLAMS); Empty- nester, Full-nester 779: 771: 722: 3264:

Total Addressable Market: Methods to Estimate a Company's Potential Sales,

2032:

How responsive are members of the market segment to the marketing program?

1323:: A, B, C, D, E, or I, II, III, IV, or V (normally divided into quintiles) 1166:

New Yorkers; Remote, outback Australians; Urbanites, Inner-city dwellers.

913:

resulting market segmentation profiles are often treated as trade secrets.

3503:

Coleman, R., “The Continuing Significance of Social Class to Marketing.”

3360:'What is geographic segmentation' Kotler, Philip, and Kevin Lane Keller. 2029:

Can we carve out a viable position to differentiate from any competitors?

1969:

In terms of evaluating markets, three core considerations are essential:

1708: 1112:– segments are said to be actionable when they guide marketing decisions. 1069: 1037:

The major challenge with the Bass model is estimating the parameters for

824:

Niche marketing: focus efforts on a small, tightly defined target market

775: 767: 226: 201: 93: 4235:, Online: inseaddataanalytics.github.io/INSEADAnalytics/Report_s45.html 1247:

Geographic area of a nation, North, North-west, Mid-west, South, Central

905:: ad-hoc segmentation, syndicated segmentation, and feral segmentation. 3869:

Seriously Cool – Marketing & Communicating with Diverse Generations

3783:

https://bonamyfinch.strat7.com/webinar-hybrid-segmentation-watch-video/

2045:

Is this market segment aligned with our company's operating philosophy?

1857: 755: 751: 525: 384: 1541:: Enthusiast, Indifferent, Hostile; Price Conscious, Quality Conscious 4033:

Shapiro, B.P. and Bonoma, T.V., "How to Segment Industrial Markets,"

3664:

Marketing Management: Planning, Analysis, Implementation and Control,

1909:

are looking for the best price, Connectors like to relate to others,

1180:

Rural farmers, Urban professionals, 'sea-changers', 'tree-changers'.

852:

Many factors are likely to affect a company's segmentation strategy:

835:

Multiple niches: focus efforts on 2 or more, tightly defined targets

759: 466: 344: 276: 33: 4349: 582: 2495: 1505:: regular occasion, special occasion, festive occasion, gift-giving 1420:: (aka MUPPIE) Mid-aged, Upwardly Mobile, Prosperous, Professional. 1253:: central business district (CBD), urban, suburban, rural, regional 1241:

Brazil, Canada, China, France, Germany, India, Italy, Japan, UK, US

657: 513: 486: 482: 4215:

Constantin, C., "Post-hoc Segmentation using Marketing Research,"

3473:

International Journal of Hospitality & Tourism Administration,

1853:

determining territory boundaries, and local marketing activities.

3158: 3156: 2471: 2320: 2097: 1983: 517: 508:). Many different ways to segment a market have been identified. 63: 4348:

Journal of Consumer Research, December, 1976, pp. 170–174, DOI:

3771:

https://www.marketingweek.com/mark-ritson-facebook-segmentation/

3307:

https://hbr.org/2014/07/what-you-need-to-know-about-segmentation

2895:

vol. 4, no. 3, 2012, pp. 347-368; DOI: 10.1108/17557501211252934

2307:

Visualisation of market segments formed using clustering methods

2245:

This analysis of customer lifecycles is usually included in the

2158:

The most widely used bases for segmenting business markets are:

2048:

Do we have the resources necessary to enter this market segment?

594:

identifies four stages in the evolution of market segmentation:

528:

segments, such as lifestyle, behavior, or socioeconomic status.

4505:

3rd Asia-Pacific ed., Cengage, pp 83-89 and p. 95; Eunson, B.,

4470: