What is the segment that refers to a group of consumers who respond in a similar way to a given set of marketing efforts?

4.3 Market segmentation and targeting

Market segmentation and targeting is at the core of marketing strategy and consumers (or potential consumers) are the key stakeholder group for both commercial and social marketers. In this section we focus on those specific consumers whose behaviour is the focus of the social marketing activity.

In Section 3.2, the factors which impact on consumer behaviour were outlined.

It is these factors – e.g. age, income, lifestyle – that form the basis for market segmentation. The process is as illustrated below.

Market segmentation is the process of dividing the market in to groups of consumers who respond in a similar way to a given set of marketing stimuli (e.g. price, product features) or, alternatively, groups of consumers/customers with homogeneous needs or preferences. This may be on the basis of demographics, e.g. age, gender; geographics, e.g. by country, rural/urban areas; psychographics, e.g. lifestyle; or behavioural factors, e.g. brand loyalty.

Subsequently the organisation will select a target market based on a number of factors. For example, will the target market provide the required level of behaviour change (or meet other objectives)? Will it be accessible to the organisation taking into account the available resources, etc.?

The third stage is to position the product/organisation (a) against competitors and (b) in the minds of the consumer, i.e. arranging for a product/service to occupy a clear, distinctive and desirable place in the market and in the minds of target customers. This is achieved through product design, pricing, promotional activities, etc. Communication and branding are essential elements of a marketing programme and these are discussed in the next section.

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What Is a Market Segment?

The term market segment refers to people who are grouped together for marketing purposes. Market segments are part of a larger market, often lumping individuals together based on one or more similar characteristics. Corporations and their marketing teams use various criteria to develop a target market for their products and services. Marketing professionals approach each segment differently, but only after they fully understand the needs, lifestyles, demographics, and personality of the target consumer.

Key Takeaways

• A market segment is a group of people who share one or more similar characteristics.
• Corporations and marketing teams use various criteria to develop target markets for their products and services.
  
• The criteria for a market segment include homogeneity among the segment's main needs, uniqueness, and a common reaction to marketing tactics.
• The reaction from market segments to marketing plans or strategies is typically very predictable.
• Common market segment traits include interests, lifestyle, age, and gender.

How Market Segments Work

How Market Segments Work

A market segment is a category of customers who have similar likes and dislikes in an otherwise homogeneous market. These customers can be individuals, families, businesses, organizations, or a blend of multiple types.

Market segments are known to respond somewhat predictably to a marketing strategy, plan, or promotion. This is why marketers use segmentation when deciding on a target market. As its name suggests, market segmentation is the process of separating a market into sub-groups, in which its members share common characteristics.

To meet the most basic criteria of a market segment, three characteristics must be present:

• there must be homogeneity among the common needs of the segment
• there needs to be a distinction that makes the segment unique from other groups
• the presence of a common reaction or a similar and somewhat predictable response to marketing is required

Common characteristics of a market segment include interests, lifestyle, age, gender, etc. Common examples of market segmentation include geographic, demographic, psychographic, and behavioral.

Companies that understand market segments can prove themselves to be effective marketers while earning a greater return on their investments.

Examples of Market Segments and Market Segmentation

The banking industry provides a very good example of how a company markets to specific market segments. All commercial banks service a wide range of people, many of whom have relatable life situations and monetary goals. If a bank wants to market to baby boomers, it conducts research and may find that retirement planning is the most important aspect of their financial needs. The bank can then market tax-deferred accounts to this consumer segment.

If the same bank wants to effectively market products and services to millennials, Roth IRAs and 401(k)s may not be the best option. Instead, the bank may conduct in-depth market research and discover most millennials are planning to have a family. The bank uses that data to market college-friendly savings and investment accounts to this consumer segment.

Sometimes a company already has a product but may not yet have its target consumer segment. In this scenario, it is up to the business to define its market and cater its offering to its target group. Restaurants are a good example. If a restaurant is near a college, it can market its food in such a way as to entice college students to enjoy happy hour rather than trying to attract high-value business customers.

How Are Market Segments Used?

Commonly used in marketing strategies, market segments help companies optimize their products and services to suit the needs of a given segment. Market segments are often used to identify a target market.

How Do You Identify Market Segments?

Broadly speaking, identifying a market segment requires the following three criteria. To start, the main needs of a sub-group must be homogenous. Second, the segment must share distinct characteristics. Finally, the segment produces a similar response to marketing techniques. Prospective buyers are grouped into various segments, often based on how much value they place on a product or service.

What Is an Example of a Market Segment?

Consider a company that markets health and beauty products to both men and women. These products, such as razors or skin care, are typically more expensive for women than they are for men. The product packaging also differs—products targeted to women having pinks and floral accents that align with gender stereotypes. On the other hand, the company's male-targeted products are characterized by more rugged blacks and greys. 

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