• Interior
• Windows
• Walls
• Projects
• Buildings

The segmentation principle takes into account the buyer's desired benefits. Geographical segmentation

Market segmentation methods

The practice of marketing activity shows that deeper segmentation is based not on any one characteristic (although perhaps very significant), but, as a rule, on a combination of various characteristics. All currently existing procedures and methods of market segmentation are based on this.

Among the methodsThe following are distinguished:

 benefit segmentation method;

 method for constructing a segmentation grid;

 multidimensional classification method;

 grouping method;

 method of functional maps.

Benefit segmentation method based on building a consumer behavior model. A sequential passage of three stages is envisaged.

1) Determination of benefits that interest consumers.

2) Identify lifestyle differences that drive benefit segmentation.

3) Determine whether benefit segments contain different perceptions of the product and competing brands.

The consumer behavior model demonstrates how a combination of differences between consumers and consumer situations determines their behavior. The benefits sought by the consumer from the product are at the center. These sought benefits determine the perception and evaluation of alternatives. Perception, in turn, determines product choice and consumption.

Deep segmentation starts with benefits and works in a feedforward fashion, or starts with behavior and works in a feedback loop. Each segment is then described in terms of behavior, preferences, benefits sought, consumer situations, consumer demographics, geography, and lifestyle.

In carrying out this process, you can rely on intuition and judgment, or you can use sophisticated statistical analysis.

Method for constructing a segmentation grid. The segmentation grid method is used at the macro-segmentation level to identify core markets. A combination of variables characterizing functions, consumers and technologies is considered. Based on the significance analysis, the main segments that give the largest percentage of preferences are identified.

For example, function - cleaning of premises, consumers - households and office offices, technologies - vacuum cleaner for dry cleaning and vacuum cleaner for wet cleaning. Research has shown that approximately 70% of households prefer dry vacuum cleaners for cleaning their apartments. At the same time, 83% of office workers preferred wet vacuum cleaners. Thus, two different segments of the base market have been identified for an enterprise specializing in the production household appliances.

Multidimensional classification method. The essence of the method is the simultaneous multidimensional (automatic) classification of signs of consumer behavior. This approach is based on the following assumptions. People who are similar to each other in a number of ways (demographic, socio-economic, psychographic, etc.) are combined into one type. The degree of similarity among people belonging to the same type should be higher than the degree of similarity among people belonging to the same type. different types. Using this approach, the problem of typing consumers according to the most important component is solved.

Research into the behavioral response of domestic consumers to fashion has identified three types of consumers (including men and women). "Selective type" represents individuals who carefully select fashion news and placing high demands on them. The “independent type” characterizes people who react restrainedly to fashion and adhere to the chosen style.

The “Indifferent Type” believes that fashion does not matter and that products should be inexpensive and practical.

Grouping method consists of a consistent breakdown of a set of objects into groups according to the most significant characteristics. In this case, one of the features stands out as system-forming. Subgroups are formed in which the significance of this attribute is significantly higher than in the entire population of potential consumers of this product.

Functional map method involves conducting “double” segmentation: by product and by consumer. Such cards can be:

Single-factor, when double market segmentation is carried out according to any one factor and for a homogeneous group of products;

Multifactorial - when analyzing which consumer groups a specific product model is intended for and which of its parameters are most important for promoting the product on the market.

In any case, by drawing up functional maps, it is possible to determine which market segment (i.e., a group of consumers defined by a number of characteristics) a given product is designed for and which of its functional parameters correspond to certain consumer needs.

Most common segmentation analysis methods and selection of target markets in international marketing are:

 matrix method;

 statistical method;

 cluster analysis method.

Matrix method is based on determining the most preferred marketing strategy (for example, a standardized marketing strategy) and analyzing environmental factors in terms of their influence on the elements of the program and marketing mix. By comparing the characteristics of different markets in terms of their compliance with the company's chosen marketing strategy (for example, the company's standard marketing program), it is possible to identify those where the effort to modify the marketing program will be minimal. These national or regional markets will be the most attractive for priority economic expansion.

Statistical method segmentation analysis involves determining an external factor and the so-called active variables (i.e., characteristics of customers or markets for which segments are directly formed) and passive variables (i.e., those characteristics that serve for more full description already outlined segments).

Purpose of cluster analysis consists in generalizing a set of variables that characterize different markets or groups of consumers (buyers) in order to, based on these variables, form the optimal number of their types based on the criterion of similarity.

The main disadvantage of statistical and cluster analysis methods is that different features are given the same values, and therefore the result obtained may be a product of formal logic. Therefore, proper selection of variables is required taking into account their importance in terms of the firm's marketing strategy and program in the global market.

METHODS OF MARKET SEGMENTATION

Segmentation provides the basis for developing a marketing program aimed at specific consumer groups.

As an observation for carrying out segmentation, as a rule, an individual is used, if the product is considered as an item of individual use, or a family, when a product of general family use is being studied. The choice of observation unit depends on the product and the phase of market development. At the initial stages of development of a specific product market, researchers control their attention to the product, and with the emergence of competitors and an increase in their number, the offer is differentiated by determining differences in preferences among consumers of the same product.

At the stage of forming segmentation criteria, the contingent of main buyers is determined based on an analysis of demographic and socio-economic characteristics.

In the formation of segmentation criteria, a certain place is occupied by the choice of characteristics and consumer preferences in relation to the products offered. Information about consumer preferences can be obtained as a result of special surveys of the population (questionnaire survey, testing, observation).

Consumer preferences can be determined on the basis of various assessments: alternative, direct score and relative. For example, the structure of consumer preferences regarding analogue products produced by different preferences is formed using alternative assessments. They are based on calculating the positive and negative reactions of the population to each product being evaluated (such as “like - don’t like”, “yes-no”, etc.)

The use of point ratings is carried out through the study of various scales, five-point, ten-point, etc.

Relative assessments make it possible to identify the degree of compliance of the products being studied with the needs of consumers (fully compliant, partially compliant, not compliant) and the most important specified technical and operational parameters.

The next stage of market segmentation is the selection of a segmentation method and its application. This stage is associated with the use of various classification methods according to selected criteria (features).

The most common methods of market segmentation are the method of groupings according to one or more characteristics and methods of multivariate statistical analysis.

The grouping method consists of sequentially dividing a set of objects into groups according to the most significant characteristics. By successive breakdowns into parts, the sample is divided into a number of subgroups in which the significance of the selected criterion is significantly higher than in the entire population of potential consumers.

Multidimensional classification methods involve market segmentation based on a complex of analyzed characteristics simultaneously. This type classification is based on the following principle. People who are similar to each other in a number of ways are grouped into one class (type). The degree of similarity among people belonging to the same type should be higher than the degree of similarity among people belonging to different types. Thus, the problem of typing is solved with the simultaneous use of demographic, socio-economic and psychographic indicators.

The next stage of the market segmentation process is the interpretation or description of the resulting groups, classes, types of consumers (market segments). The descriptive nature of this stage is also evident in the fact that the resulting market segments are subject to qualitative and quantitative assessment by researchers, which helps in the future to determine the segment or segments to which marketing activities will be directed.

The next step is to select target market segments. Assessing the degree of attractiveness of individual market segments should guide the enterprise in choosing its target segment and developing a marketing strategy.

The target market segment is one or more segments selected for the marketing activities of the enterprise.

At the same time, the enterprise must, taking into account the chosen goals, determine the strengths of competition, the size of markets, relationships with sales channels, profits and its image.

The goals of an enterprise can be set both quantitatively and qualitatively. They may concern the introduction of new products or the penetration of established products into new market segments. The target segment must have a number of characteristics, such as sufficient demand potential and stability, allowing sufficient time to implement the developed marketing strategy.

Often, during the segmentation process, certain parts of the market are discovered that are neglected by manufacturers for one reason or another. Consumers (pensioners, teenagers, etc.) who make up these segments do not fully satisfy their desires and preferences. This situation is called a market window. A manufacturer that strives to close this window can have great success.

Market segments in which an enterprise has secured a stable and dominant position are usually called market niches. The creation and strengthening of a market niche is ensured only through the use of market segmentation methods.

After determining the target market segment, the enterprise must study the properties and image of competitors' products and assess the position of its product in the market. Having studied the positions of competitors, the company decides on the positioning of its market.

Positioning is defined as the optimal placement of a product in the market space, which is based on the desire to bring the product as close as possible to the consumer.

The factors that determine the position of a product on the market are not only prices and quality, but also the manufacturer, design, discounts, service, product image, etc.

Positioning includes a set of marketing elements with the help of which people need to convince that we are talking about a product created specifically for them. A variety of approaches and methods are used for this. For example, positioning based on certain product advantages, based on meeting specific needs or special uses; positioning through a certain category of consumers who have already purchased the product, or through comparison, etc. Naturally, positioning cannot be associated with misinformation and deception of the consumer if the manufacturer is working for the long term and in good faith.

The last stage of the market segmentation process is the development of a plan or marketing mix (marketing mix): product, foam, distribution, promotion.

Fig. 1 General scheme of market segmentation

Fig.2 Criteria for segment selection

Fig.3. Principles of market segmentation

Segmentation is an important means of increasing profitability... Segment strategy is sniping at the market. J. F. Angel, American marketing scientist. It is quite understandable and natural that every manufacturer wants to create and sell products that can satisfy the maximum number of consumers. But in real life this is hardly possible, since consumers have different attitudes towards the same product, use it differently, and most importantly, purchase it for different reasons.

Therefore, it seems appropriate to divide the market into separate segments in accordance with the motivation of consumers and their specific characteristics. The process of market segmentation is the division of buyers or a market into populations of people with similar needs for a particular product or service, sufficient resources, and the willingness and ability to buy.

Segmentation gives a company the opportunity, instead of a ruinous fight with competitors, to more effectively serve a particular market segment.

Currently, there is no single method of market segmentation. Therefore, firms and their marketing teams should consider and test segmentation options based on different parameters or principles. These include the basic geographical, demographic, psychographic and behavioral principles most often used in segmenting consumer markets.

Geographical principle. It involves dividing the market into different geographical units: states, regions, regions, cities, districts. Typically, any company begins its business by choosing a geographical location. It must decide where to act - in one or more areas of the city, throughout the city, in one or more regions, on a national or international scale. In this case, the company must clearly understand the climate in the selected locations, population density, and preferences inherent in urban and rural populations.

Demographic principle. This principle consists of dividing the market into groups according to parameters such as gender, age, family size, stage life cycle family, income level, occupation, education, religious beliefs, nationality. Such parameters are most often used in segmentation because they are related to the needs and preferences of consumers, and in addition, they are the easiest to measure compared to other parameters.

Here are some examples of using demographic parameters for market segmentation. Age and stage of the family life cycle play a large role in segmenting the consumer market for children's products, especially toys. This segmentation principle allows you to choose the most suitable toy based on knowledge of the child’s age.

Knowledge of the stages of the family life cycle allows firms to rationally formulate product sales structures (for example, various sizes packaging of food products) to most fully satisfy the needs of the corresponding categories of families.

Gender segmentation is widely used by companies producing textiles, clothing, footwear, jewelry, cosmetics, furniture, household appliances and some attributes that emphasize business style and characteristic features men and women in the process of their professional activity.

One of the most important segmentation parameters is income level, which divides consumers into low, medium and high income groups. Each of these groups is characterized by certain levels of consumption of food, household appliances, means of transportation, forms of recreation, etc.

Example: Based on indicators of the level of consumption of goods and services in Russia at the end of the 20th century. the entire population of the country can be imagined

in the form of four social strata: poor, low-income, wealthy and rich. The division was carried out according to the principle of the number of subsistence minimum sets purchased for average per capita income. The subsistence level includes a list of necessary food products and seven types of services ( public utilities, transport, etc.).

Thus, in 1999, the poor (54% of the total population of the country) could purchase less than one set of the subsistence level with their income; low-income (26.6%) - 2 - 2.5 sets; average (14.4%) - 3 - 5 sets, and wealthy (4.3%) - 6 - 7 sets of the subsistence level. The income gap between the richest and the poorest reaches 40 times, which has a significant impact on the socio-economic and political situation in the country. Knowledge of these indicators and the nature of their changes should be taken into account when developing marketing activities, manufacturing enterprises and commercial firms.

Psychographic principle. Customer segmentations are divided into groups based on social class, lifestyle, and personality characteristics. This is because members of the same demographic group can exhibit completely different psychographic traits. Thus, belonging to a particular social class greatly affects a person’s preferences in relation to various goods, services, choice of retail outlets, etc. Therefore, many firms plan their activities by producing goods and services based on representatives of a particular social class.

Most firms segment markets using a combination of several demographic parameters, such as gender, age, and income level. Lifestyle is the established forms of a person’s existence in the world, which are expressed in his activities, interests and beliefs. This concept is very important when choosing market segmentation parameters.

Even the belonging of people to the same social class or type of professional activity does not allow us to fully imagine them as individuals. And only a way of life provides a comprehensive portrait of a person in his actions and relationship with the environment.

And it is no coincidence that when developing a product marketing strategy, experts strive to reveal the relationship between ordinary and branded goods and the lifestyle of potential consumers. For example, this is how manufacturers of jeans act for specific groups of men leading an active lifestyle, or, conversely, homebodies. For each group, jeans of a special cut are created, according to different prices and advertise through various advertising means, etc.

Personality type is a set of distinctive psychological characteristics person, ensuring the relative consistency and constancy of his responses to environment. Typically, personality type is described on the basis of the individual’s inherent traits, such as self-confidence, independence, sociability, ambition, aggressiveness, wariness, etc.

Knowledge of personality type allows you to analyze consumer behavior and establish a certain relationship between personality type and attitude towards a particular product. This is crucial when the market is oversaturated with goods and manufacturers are forced to adapt to lifestyles and personal characteristics your buyer.

For example, the Volkswagen company divides motorists into two categories: “good citizens”, focused on economy, safety and the environment, and “capricious citizens”, focused on speed, maneuverability and sportiness. At the end of the 1950s. Ford and Chevrolet cars were advertised as cars for people of different personality types; it was believed that Ford buyers were independent, impulsive, courageous, self-confident, sensitive to change, while Chevrolet buyers were conservative people, economical, prestige-conscious, cautious, trying to avoid extremes.

However, subsequent studies have shown that this approach to segmentation does not always give a positive result. Rather, in favor of segmenting the market by personality type, one can cite the segmentation of buyers of cars with convertible tops and hardtops. Using segmentation by personality type, you can divide consumers into introverts and extroverts. Introverted consumers are more conservative in their shopping behavior than extroverted ones. They are difficult to persuade and have a negative attitude toward intense personal selling and advertising. Extroverts are more easily persuaded to buy through intensive marketing and advertising methods.

Behavioral principle. Many experts believe that the use of behavioral parameters is the most appropriate basis for forming market segments. These parameters include the reason for making a purchase, the benefits sought, the status of the user, the intensity of consumption, the degree of commitment and readiness to perceive the product and attitude towards the product.

The reason for purchasing can help firms better understand the level of use of a product or service. Thus, the reason for purchasing air tickets may be a business trip, a vacation trip, or special circumstances. Therefore, an airline can specialize in serving people who use any of these occasions.

One of the pretty effective methods segmentation - the benefits that buyers are looking for in a product. There is a fairly large group of products in which buyers find various benefits for themselves. These include watches, hygiene products, household appliances, etc. For example, the American researcher R. Haley, studying the toothpaste market, identified four segments according to types of benefits: savings, therapeutic effects, cosmetic effects and taste qualities.

In terms of user status, many markets can be divided into the following segments:

• users who do not use the product;
• former users;
• potential users;
• novice users;
• regular users.

As a rule, large firms aimed at gaining a large market share are interested in attracting potential users to their products, and small firms strive to attract regular users to their brand. At the same time, different marketing approaches should be used for each segment.

Product consumers themselves can be divided according to the intensity of their consumption into weak, moderate and active. This segmentation principle is convenient to use in relation to consumers of various drinks, care products appearance, a number of consumer goods, televisions, medical devices, etc. Active consumers usually make up a small share of the market, but provide the largest percentage of the total volume of consumed products.

They also share common demographic and psychographic characteristics and degree of adherence to advertising media. The degree of consumer commitment to a product is another segmentation criterion. Consumers may be loyal to brands, places of sale, seasonal sales, etc. They can be divided into four groups: unconditional adherents, tolerant adherents, inconsistent adherents and indifferent adherents.

Divine followers always buy the same brand. These may be consumers of clothing of a certain household, lovers of certain types of soft drinks and alcoholic drinks and tobacco products, fans of sports clubs, etc.

Tolerant followers may give preference to more than one, noise or more brands of a product, i.e. they have no serious prejudices against various brands, just as there is no great devotion to them.

Fickle adopters change their preferences over time and move from consuming one branded product to another. This may be due to changes in both tastes and financial situation.

Indifferent devotees generally show no commitment to any branded product. They tend to purchase any brand of product available in at the moment.

It is important for firms to analyze the level of commitment in their markets and study the characteristics of both unconditional adherents of their branded products and those who abandon them. This allows companies to more effectively build their marketing strategy. At the same time, it should be remembered that the concept of “brand loyalty” is not always understood unambiguously, and conclusions based on segmentation on this basis should be treated with caution.

The degree of buyer readiness to perceive the product - important factor, requiring special research. In the general mass of potential buyers, you can identify both completely ignorant and knowledgeable and even fairly informed people. Naturally, one cannot expect interest, much less a desire to purchase goods, from the uninformed. Therefore, firms, when developing their marketing strategies, must pay special attention to methods of spreading greater awareness about the products they produce.

The attitude towards a product on the part of potential consumers can be enthusiastic, positive, indifferent, negative and even hostile. The ability to identify segments with one or another relationship to a company’s product allows you to more rationally build your marketing strategy. So, if a market segment with a negative or hostile attitude towards a product is identified, then you should not waste your time and effort on this segment; It is better to focus your efforts on the segment with an indifferent attitude towards the product.

1. Market segmentation: content and principles.

Market segmentation- division of the market into areas (segments) according to various characteristics.

Segmentation method is to identify groups of buyers in the market that have similar purchasing needs and characteristics.

Benefits of using a segmentation approach.

By identifying and defining these types of consumer groups, a business is better able to develop a product or service that meets the needs of these groups.

This method is implemented through the creation of a new product and a new brand, based on a promotion campaign aimed at attracting the attention of the target segment.

Segmentation principles

Markets are made up of buyers, and buyers differ from each other in a variety of ways: needs, resources, geographic location, purchasing attitudes, and habits. Any of these parameters can be used as a basis for market segmentation.

Geographic principle of segmentation

It involves breaking up the market into different geographical units - states, states, regions, districts, cities, communities. A firm may decide to act:

in one or more geographic areas;

in all areas, but taking into account the differences in needs and preferences determined by geography.

Demographic principle of segmentation

It consists of segmenting the market into groups based on demographic variables such as gender, age, family size, stage of the family life cycle, income level, occupation, education, religious beliefs, race and nationality.

Segmentation based on psychographic principles

It involves dividing buyers into groups based on social class, lifestyle and/or personality characteristics. Members of the same demographic group can have completely different psychographic profiles.

Behavioral principle of segmentation

It involves dividing buyers into groups depending on their knowledge, attitudes, nature of use of the product and reaction to this product.

Segmentation by socio-economic principle

It is a description of the people who form the segment, and not at all an analysis of the factors that explain the manifestation of this segment. The use of a socio-economic group of characteristics is based on the hypothesis that it is differences in socio-economic profiles that determine differences in buyer preferences. Socio-economic factors are used as indicators of needs.

2. Goals and types of segmentation.

Market segmentation in marketing is a prerequisite for the successful functioning of a company. The essence of this process is to divide all possible consumers of goods/services into groups according to certain criteria. The goals of market segmentation are to identify groups (segments) that can be most effectively served by a given organization and where they will be most willing to purchase its services or goods. In accordance with the selected segment, a further promotion strategy will be built, sales channels will be selected, etc.

There are several types of segmentation, depending on the nature of its implementation and the type of buyer of goods and services. Depending on the nature of the implementation, types of segmentation are distinguished: 1) macro-segmentation, within which markets are divided by region, state, degree of industrialization; 2) micro-segmentation - the formation of buyer groups, segments of a single state, region, according to more detailed criteria; 3) in-depth segmentation - they start with a wide group of buyers and then gradually deepen it depending on the classification of the end buyers of the product or service; 4) breadth segmentation - starts with a narrow group of buyers, further expanding depending on the scope of the product or service; 5) preliminary segmentation - carried out on initial stage marketing research, focuses on studying the maximum possible number of market segments; 6) final segmentation – the final stage of market analysis, the implementation of which is regulated by the capabilities of the enterprise and environmental conditions. Depending on the type of buyers of goods or services: segmentation of buyers of consumer goods and buyers of goods for industrial and technical purposes.

3. Segment-forming characteristics. (for consumer and industrial goods)

To segment the consumer goods market, the main features are geographical, demographic, socio-economic, psychographic and behavioral. (see 1 Market segmentation: content and principles)

4. Target market, “market niche”, market window.

One of the most important tasks of marketing research is to identify or clarify a group of buyers with similar characteristics who are most interested in a particular product of the company.

Market segment is a group of consumers who have one or more stable characteristics and are characterized by a similar reaction to the products offered and to a set of marketing incentives.

Target segment is the market segment to which the company directs its main marketing efforts to achieve its goals.

Target market segment – ​​one or more segments selected for the marketing activities of an enterprise.

A market niche is a segment of consumers for whom a product produced by a given enterprise is best suited to satisfy their needs.

A market window is a segment of consumers unoccupied by competitors whose needs are not adequately satisfied by existing products.

5. Types of targeted marketing.Concentrating efforts on one segment. Concentrated marketing means a company's narrow specialization in one specific industry segment. Concentrated marketing is beneficial for small companies, it can provide a high share in the target market (market niche), and can give a good start to just starting a business, from which the company can grow further, capturing new market segments. Companies that base their strategy on capturing one market segment usually successfully position themselves as experts and achieve absolute leadership in the niche. In such a strategy, it is recommended to set strict limits on specialization and not violate them.

Selective specialization. Selective specialization is a market coverage strategy in which a company sells products in several market segments at once. Target segments can be markets for complementary products (for example, the sale of confectionery products and the sale of dough) or completely non-overlapping products. With selective specialization, one market usually has a higher priority, and the company spends on it best resources. Also, with this method of market coverage, the company often has a good share in 1-2 segments, which allows it to reinvest income from these markets into the development of new market niches.

Product specialization. Product specialization is a market coverage option in which a company concentrates all its efforts and resources on the production of one product and sells it to all possible consumers in the industry. The product specialization strategy is often used by large companies for essential goods and for goods that are difficult to “impose” additional advantages on. This market coverage strategy provides good economies of scale and allows high sales levels to be achieved.

Market specialization. Market specialization is a strategy for reaching the target market, concentrating all efforts on a specific group of buyers and allowing to create high loyalty to the product by satisfying every single need of the target group. Market specialization is an extended concentrated marketing strategy and is used when a company already has a successful product in one of the market segments.

Full market coverage. Adhering to the strategy of total market coverage, the company strives to provide all consumer groups with all the necessary products. This strategy should not be confused with the concept of “mass marketing,” in which the company also targets the entire market. The difference with this theory is that in a full-market strategy, a company sells different products to different consumers. While with a mass marketing strategy, only one product is sold in all markets. Only large companies can implement a strategy of full market coverage.

The main task of an enterprise when segmenting a market is to divide consumers into groups that reflect specific needs for goods and services. This is necessary in order to correctly position the proposed product in accordance with the existing demand for it in this segment. The division of the market into parts is carried out on the basis of certain principles.

The most common principles of segmentation in the consumer market are: geographic, demographic, psychographic, behavioral, combined.

The geographical principle is based on the fact that a company chooses for its activities one or several regions where the most favorable conditions arise for it. favorable conditions. The choice of region is influenced by a number of factors: the presence of competition and developed infrastructure; distance from the place of production or storage of goods; volume and structure of demand; price and inflation levels; population density; natural and climatic conditions, etc.

The demographic principle is based on segmenting the market by certain age, gender and social groups of the population that the company intends to target (men or women, their age, family composition, income level, some migration processes, living conditions, etc.). For example, the volume and structure of demand for goods of individual consumption (food, clothing, shoes, etc.) depend on the size of the population, its gender and age composition, and the demand for goods of general family consumption (furniture, household and electrical goods, etc.) ) – on the number of families, their size, type of housing, income, etc.

The psychographic principle suggests that consumers are grouped: by belonging to a certain social group(class), personality type, lifestyle, moral principles, etc. For example, among entrepreneurs and managers, priority is given to those goods and services that are associated with prestige, social status, comfortable working conditions, etc.

The behavioral principle is based on the fact that groups are distinguished among consumers depending on their knowledge, attitudes, nature of use of the product and reaction to this product. To identify such groups, special sample surveys and surveys are conducted.

Combined segmentation involves a combination of market divisions according to various principles indicated above. For example, a market division based on geographic principles can be combined with demographic ones, and in each such subsegment groups can be distinguished based on behavioral and psychographic principles.

Segmentation of the consumer goods market is based on the analysis of the buyer's reaction to the characteristics of the consumer properties of individual products. The essence of this segmentation comes down to identifying customer groups for whom this product is intended and determining product parameters that contribute or hinder the acquisition of competitive positions.

When segmenting the market for industrial goods, the following economic and technological features:

• industry affiliation (industry, transport, construction, culture, science, healthcare, trade, agriculture);
• forms of ownership (state, private, collective, municipal, joint, mixed);
• field of activity (production, trade, social infrastructure, research);
• the size of the enterprise (small, medium, large), its specifics, working methods and forms of relationships.

As with the market for consumer goods, segmentation of the market for industrial goods is carried out on the basis of a combination of several characteristics.

When justifying an enterprise's choice of its target market (segment), segmentation criteria are used.

The segmentation criterion is a way of assessing the validity of an enterprise’s choice of a certain segment. The most common segmentation criteria include the following:

• 1) segment capacity. This criterion represents the possible number of sales of goods in a given group, depending on the economic and political situation. At the same time, it is taken into account at what cost the goods can be sold, to how many actual or potential consumers, what is the area of ​​the segment, what resources should be used to work in this segment;
• 2) market share. This criterion is defined as the ratio of sales volumes of a company's goods in physical or monetary terms to the potential market capacity;
• 3) segment availability. This criterion means the enterprise’s ability to obtain distribution and sales channels for products, storage and transportation conditions in this segment;
• 4) the materiality of the segment. This criterion involves determining the strength of a selected group of consumers, whether it will fall apart, whether its needs in relation to the product being produced are stable, etc.;
• 5) segment profitability. This criterion characterizes how profitable the enterprise’s activities in a certain segment will be. To do this, take into account the specifics economic activity enterprises calculate the rate of profit, the amount of increase in the total amount of profit, return on invested capital, profitability of goods, etc.;
• 6) compatibility of the segment with the market of its main competitors. This criterion suggests the extent to which major competitors are likely to compromise their interests and cede market share;
• 7) efficiency of the selected segment. This criterion means, first of all, that the enterprise has adequate work experience, engineering, production, and sales personnel trained for efficient work in this market segment;
• 8) protection of the selected segment from competition. In accordance with this criterion, the enterprise evaluates its ability to withstand the competition, identify potential competitors, your strengths and weaknesses, evaluate your own advantages and determine in which areas of business activity you need to concentrate the main resources in order to achieve your goals.

Only by assessing the attractiveness of individual segments according to all the given criteria, can decisions be made as to whether or not a given market segment is suitable for the enterprise, whether it is worth continuing to study consumer demand, continue collecting and processing additional information and spending new resources on it.

All of the above criteria are also important when positions in a previously selected market segment are analyzed. After this, the optimal market coverage option for the enterprise is selected, then the strategy and tactics of the market activity of the business entity are developed.

5.1. Segmentation principles

One of the most important issues of brand effectiveness is correct definition market segment in which it is more profitable to position it. Market segmentation is the division of the market into clear groups of indicators, each of which may require separate products and (or) marketing mixes.

Segmentation is necessary because various groups potential consumers have different tastes and preferences, which are important to take into account when creating and promoting a brand.

Different sales channels may be needed to address different market segments, as well as appropriate pricing and brand positioning methods. Therefore, a division of the market into certain groups that are homogeneous on some basis is necessary.

Issues of market segmentation in an organization are usually dealt with by the marketing department. In order to carry out segmentation, marketing personnel determine the market in which the brand can best be positioned, namely the consumer needs to be satisfied and the corresponding consumer groups. You can identify the interesting attitude of consumers of the market in question to the brand based on factors such as:

1) previous experience in promoting the product in question or a similar product to the market;

2) personal experience marketing employees;

3) experience of competitors.

So, based on these factors, we can distinguish different market segments. In this case, the criteria for identifying segments can be very different, for example, income, age, gender or geographical location consumers. It is better to segment according to several parameters at once, then the efficiency and accuracy of segmentation increases. For example, the needs and desires of consumers may depend simultaneously on both income level and age and marital status. In fact, the requirements of all consumers are individual, so each can represent a separate market segment. However, it is more expedient to highlight large groups buyers who differ from each other in the basic requirements for goods and in their marketing responses.

When conducting market segmentation, one should distinguish between such basic concepts as principles and criteria of segmentation. The principle of segmentation is a set of indicators by which the sample is divided into separate classes. As a rule, the principle of market segmentation is a complex concept and can include a large number of indicators. The segmentation criterion is an indicator that divides the market in relation to the marketing mix or its elements, i.e. it is a narrower concept.

The following basic principles of segmentation are distinguished:

1) geographical principle(division can be by region, size, climatic characteristics or population density);

2) psychographic principle(level of social class, lifestyle, personality type);

3) behavioral principle(intensity of consumption, degree of commitment, reason for making a purchase, benefits and status of the user, attitude towards the product);

4) demographic principle(age, gender, marital status, income level, occupation, education, nationality, etc.).

In geographic segmentation, it is customary to divide the market into different geographical units, such as states, regions, states, etc. In this case, an organization can position its brand in one or several geographical areas. In addition, if the differences in needs in different regions are taken into account and the characteristics of the brand offered are adjusted accordingly, the company will be able to operate in all segments.

However, demographic segmentation is more popular, since, on the one hand, it is easier to identify demographic indicators, and on the other hand, they have a decisive influence on the formation of consumer requirements. For example, in the clothing and cosmetics market the most important criterion segmentation is gender.

Segmentation based on psychographic principles also echoes this principle of segmentation. It is important to consider here that consumers from the same demographic group may have different psychographic characteristics.

Separately, segmentation based on behavioral principles should be noted. In this segmentation, consumers are divided into groups depending on their nature, knowledge and reaction to the product offered. Most economists believe that this principle of segmentation should be used as a basis when studying the market, and it is best to group consumers based on the reasons for making a purchase or the benefits sought. Segmentation based on different reasons for purchasing helps to identify the level of use of the proposed brand. In addition, it is good to divide the market by consumption intensity into active, moderate and weak consumers. These groups of people tend to have similar demographic and psychographic characteristics.

In a brand loyalty market, that is, a market in which the majority of buyers express their preference for a single brand, it is recommended to segment by product loyalty. It is difficult for companies operating in such markets to increase their share, and for other companies it is almost impossible to introduce their products to the market.

By conducting a commitment analysis, a company can learn a lot useful information. It is important to study the characteristics of unconditional brand adherents and tolerant brand adherents (this will help identify the main competitors). Unconditional loyalists are a group of consumers who always buy only the brand in question. They will be the basis of the target market of this company. Tolerant followers usually include consumers who often buy a given brand, but sometimes prefer competitors' products.

It is also important to look at consumers who prefer competitors' products to identify gaps in the marketing company, and studying a group of people who do not have preferences can help the company find a way to attract them into the group of brand loyalists.

Segmentation parameters such as the degree of buyer readiness to perceive the brand and attitude towards the brand are also of great importance. The degree of buyer readiness to perceive a brand shows how aware consumers are of the basic properties of the brand and its existence as such. The attitude towards the proposed brand can be either positive, negative or indifferent, therefore it should be highlighted in different groups consumers with different opinions and work in each segment according to a separate scheme.

Once the main market segments have been identified, their attractiveness should be assessed. To do this, the following factors are considered:

1) the total volume of allocated segments;

2) sales growth rate per year;

3) profitability;

4) the severity of competition;

5) necessary technological requirements;

6) the degree of influence of inflation;

7) level of environmental impact;

8) social and political aspects.

In addition, market segments can be assessed not only in terms of their attractiveness, but also in terms of the business strengths that an organization should have in this segment.

Then the selection of target market segments is carried out, i.e., the selection of one or more suitable segments for positioning your brand on them. As a rule, those market segments are selected that have a more favorable ratio of capacity and cost of sales.

After analyzing the attractiveness of segments and selecting target ones, you should determine an appropriate strategy for reaching the market. The following basic strategies exist:

1) differentiated marketing- the most expensive option. It involves the company’s presence with its brand in several market segments at once, subject to the development of separate offers for each of them;

2) concentrated marketing– more cheap option. The strategy is to focus on a large share of one or more submarkets, rather than focusing on a small share of a large market. This strategy is best suited for companies with limited resources;

3) undifferentiated marketing- most economical option. This strategy involves addressing the entire market at once with one offer, without concentrating efforts on any individual segments. To achieve this, the marketing program is developed in such a way as to attract the maximum number of consumers. Basically, mass marketing techniques are used here: mass production, mass distribution and mass advertising of one specific brand. This strategy is often considered the most profitable in branding. When choosing a market coverage strategy, it is better to rely on the following parameters:

1) company resources;

2) degree of market homogeneity;

3) stage of the life cycle of the product in question;

4) marketing strategies competitors.

The considered approach to market segmentation is most often used at present by most firms. However, there is another new approach to segmentation, which is based on the use of statistical methods. This segmentation uses data from quantitative marketing research conducted on a representative sample of potential consumers. Some experts believe that this particular method of market segmentation gives the most objective results.

So, market segmentation using statistical methods is carried out as follows.

First, the main (base) market is determined, just as when segmenting traditional way. A questionnaire is then developed, consisting of five basic sections. The first section, socio-demographic, should include a description of the respondent. The other four sections are marketing mix, namely, consideration of the so-called 4Ps (product, place, price, promotion), which includes product, promotion, place, price.

Next, directly quantitative marketing research is carried out using a random sample representative of the selected main market. The received answers to the questions are carefully analyzed, and integral coefficients are calculated, with the help of which the marketing mix is ​​described on an interval scale.

Then carry out cluster analysis in the space of derived coefficients. Clusters identified in this way are taken to be the necessary segments, since they ultimately consist of groups of consumers who have a similar reaction to the marketing mix. In conclusion, it is customary to describe the demographic parameters of the clusters under consideration. To do this, their potentials, capacity and availability are determined, and then target segments are selected based on the data obtained.

The considered statistical method of market segmentation has several main advantages compared to the traditional approach, namely:

1) the results of market segmentation are practically independent of the assumptions made by researchers;

2) in the work on segmentation, the entire volume of primary information obtained as a result of quantitative research is used, so it is possible to verify strategic hypotheses, whereas with traditional segmentation they rely on tactical ones;

3) reliable primary market data helps to carry out segmentation efficiently and accurately, since in this case all the information about the segments that is necessary for strategic planning. However, the statistical approach to market segmentation also has its drawbacks:

1) when using this approach, it is difficult to correctly identify the identified segment. In addition, sometimes segments cannot be described in terms of demographic characteristics;

2) applying a statistical approach to market segmentation requires significant costs, so this approach is best used within fairly large business projects.

Now let’s look at in which cases it is better to use a traditional and in which cases a statistical approach to market segmentation.

In practice, of course, the traditional approach has more supporters, since it is much cheaper than the alternative, although when using it it is often difficult to immediately assess the quality of the segmentation performed. The correctness and accuracy of the work done can only be determined by sales results, although it is difficult to understand what exactly the level of sales is based on: correct segmentation or not. Additional market research will be required.

The statistical approach does not consider the principles of segmentation as such; it is based on the simultaneous use of segmentation criteria and main marketing criteria. In principle, this is quite difficult, although with a little experience cluster analysis can be quickly carried out on a computer, and “manually” you can only calculate the integral variables for clustering.

Let us briefly consider the methodology for constructing integral coefficients for clustering.

Of course, in more simple version It would be good to have only one indicator that determines the respondent’s attitude to the so-called 4Ps. But most experts believe that it is more appropriate to use four indicators belonging to an interval scale, each of which corresponds to one of the elements of the marketing mix and divides the entire sample according to their relation to this component. In this case, we will get some grouping in four-dimensional space. Then you can control the size and concentration of groups in each of the four dimensions and simultaneously assess the response of respondents to all elements of the marketing mix.

It is important to note that when using a statistical approach in segmentation, there is a possibility that the subjective opinion of the researcher will influence the result. After all, here data about the respondent is obtained through a regular survey using simple questions, so the survey results often do not show the degree of influence of each of them on the respondent’s perception of the brand in question as a whole. The questions necessary to determine this degree of influence will generate further questions about the influence of previous questions, and then the researcher will have to determine the indicators necessary for summation into the final integral indicator. Nevertheless, such subjectivism gives a much more objective result than the subjectivity that appears when choosing the principle of segmentation in the traditional approach.

When applying the statistical approach, the integral variable is calculated as follows:

1) first find out the list of indicators that will subsequently make up each integral variable;

2) then all variables lead to a quasi-interval scale of one direction. Thus, it turns out that all indicators have numerical values ​​that determine specific distances between values. The larger this numerical value, the greater the positive contribution this indicator makes to the value of the integral variable;

4) at the last stage, the degree of influence of each indicator on the value of the integral variable is determined, i.e. its weight, and then all indicators are summed up. This sum will represent an integral variable.

Instead, a factor analysis can be performed at the end. This will help reduce the dimension of the indicator space. With this approach, the weight of participation of each indicator in the factors is selected automatically. However, the main difficulty is that there is often more than one factor, and in this case it becomes difficult to understand how the segment responds to each component of the marketing mix.

The accuracy of the resulting integral variable can be checked. To do this, you can either study the linear distribution and histograms (large clumps at the edges will indicate an incorrect calculation), or study the joint distributions of the integral variable and demographic indicators (for them the relationship is obvious).

In addition, at all stages of calculations it is important to determine and take into account confidence intervals. Since when calculating an integral variable, all conclusions become mostly probabilistic, then in order to make the right marketing decisions, the error of calculations should be taken into account.

So, the two considered approaches to market segmentation are quite different from each other, but in any case, the effectiveness of segmentation depends on the extent to which the resulting segments are measurable, accessible, solid and suitable for targeted actions.