SEGMENTING THE CONSUMER MARKET

 There is no single way to segment a market. A marketer has to
try different segmentation variables, singly and in combination, hoping to find
an insightful way to view the market structure. In this section, we shall examine the major geographic, demographic, psychographic and behaviouristic variables used in segmenting consumer markets. In using these characteristics
as bases for segmenting consumer markets, you should bear several points in
mind:

(i)    
Buying behaviour is hardly traceable to only one characteristic. Hence, useful
segmentation is developed by including several characteristics. At the same
time, you should be careful in adding too many variables, since this may result
in the identified
segments being smaller than necessary. The first characteristic to choose should be the one that provides the
clearest and most distinctive division of the market. Others should then fol ow in the
order of how well they discriminate among the segments.

(ii)     
You
need to be aware of the interrelationships among these characteristics,
especial y among the demographic variables. For instance, age and income
are often related. Income in turn, depends on the level of education and occupation. Hence, for a particular
product or service, the segments resulting from divisions according to income,
education, and occupation may be very similar. Whenever this occurs, it is better to use only that
attribute for which the data are easiest to obtain.

GEOGRAPHIC SEGMENTATION

Geographic
segmentation cal s for dividing the market into different geographical units such as countries,
regions, states, local government areas, cities, towns or neighbourhoods. Note
that this is one of the widely used bases for segmentation. It is premised on
the assumption that consumers’ want and product usage often are related to one
or more of these subcategories. In addition, geographic characteristics are
also measurable and accessible.

Marketers consider a wide variety of
elements when they use geographic seg­mentation. Population patterns,
transportation, climate, growth patterns, and so forth. These elements
are important because they influence and sometimes dictate the marketing mix
for a given geographical segment.

DEMOGRAPHIC
SEGMENTATION

This is the most common basis for
segmenting consumer markets. Marketers use demographic segmentation when they
market on the basis of information about the size, composition, and
distribution of a population, including age, sex, race, religion, national
origin, family size, marital status, occupation, social class, income and
education. Information about demographic variables is generally available to
marketers through government publications and other studies, thus making
demographic segmentation a practical way of looking at the market. It is
interesting to know that many products can be naturally and realistically targeted to segments defined by demographic variables.

However, you should note that people
are moving targets whose demographics are constantly changing. It is therefore important to monitor
these changes. There is usually
the need to forecast the changes so that you can be ready with marketing mixes that fit the demographic trends
of the present and the future. The family life cycle is the sequence of events
in adult lives starting with the unmarried stage and then moving through such
stages as marriage, children, divorce, and remarriage.

Frequently, the main factor
accounting for differences in consumption patterns between two people of the same age
and gender is that they are in different life­cycle stages.

There are nine distinct life cycle
stages:

(i)     
Bachelor stage: young, single people.

(ii)     
Young married: couples with no children

(iii)     
Full nest I: young married couples with
children.

(iv)     
Single parents: young or middle-aged people
with dependent children

(v)        
Divorced and alone: divorced without dependent
children

(vi)     
Middle-aged married: middle-aged married couples
without children.

(vii)     
Full nest II: middle-aged married couples with
dependent children.

(viii)   Empty nest: Older
married couples with no children living with them

(ix)    
Older single: single people still working or
retired.

You should realize that the family
life-cycle stage is a major determinant of buyer behaviour, and thus can be a
very useful basis for segmenting consumer markets. For instance,
marketers can target specific needs that customarily arise in each stage of the family cycle, from
wedding invitations to drapers to legal advice.

Income is another component of demographic segmentation. Ordinarily,
people alone do not make a market- they must have money to spend. This is the reason marketers should analyse the
spending patterns of people at different income levels. Actually, income
segmentation has been a long-standing practice in such product and service categories as
automobiles, clothing, cosmetics, and travel.

The market for certain consumer products is influenced by such factors as
education, occupation, religion, and ethnic origin. For example, with an
increasing number of people aiming higher levels of education, there may be changes in product preferences, as
well as buyers with higher incomes and more discriminating tastes. 

Instead of income, occupation may turn
out to be more meaningful for segmenting some markets. For instance,
commercial bus drivers and auto
mechanics may, on the average, earn as much as young marketing executives or secondary
school teachers. However, the buying patterns of the first two are likely to be
different from the second two because of attitudes and interests.

This figure demonstrates the traditional family cycle and the
many possible stages in the family life cycle.

The modern family life cycle.

In Nigeria
today, some states have started operating the Sharia legal system, which
forbids the production, sale and consumption of alcoholic drinks. That legal
system also imposes some other restrictions on the citizenry, which ultimately
affect the conduct of business activities in such area where the Sharia code is
operated.

PSYCHOLOGICAL
SEGMENTATION

Marketers use psychological
segmentation when they segment their markets according to personality and lifestyles thereby seeking to group people with similar lifestyles or
interests. Usually, when demographics and psychographic factors are combined,
richer descriptions of segments are produced.

An individual’s
personality characteristics are usually described on the basis of traits that
influence behaviour. Therefore, we ordinarily assume they should be a good basis for segmenting markets.
For instance, compulsory people buy differently from cautious consumers, similarly, quiet
introverts neither buy the same things nor in the same way as gregarious outgoing people
(extroverts).

Fortunately, personality,
characteristics have some problems that limit their usefulness in
practical market segmentation.

In the first place, the
presence and strength of these characteristics in the population are virtually impossible
to measure. For example, how would you classify people on the basis of
aggressiveness? The second problem is associated with the accessibility condition of segmentation./ there is no
ad­vertising medium that provides unique access to a particular personality
type. 

For example, access to newspapers, the radio, televisions, etc. reaches introverts as well as
extroverts, aggressive people as well as timid people. Hence, one of the major goals of segmentation, i.e.,
avoidance of wasted marketing effort, is not likely to be achieved using
personality characteristics. In spite of these limitations, many firms have
been found to tailor their advertising messages to appeal to certain personality
traits.

Life-styles
relates to activities, interests, and opinions. General y, the lifestyle of a
person reflects how he spends his time and what his beliefs are on various
social, economic and political issues. A person’s, life-style, affect what
product he buys and what brand he prefers. It is for this reasons their
marketers attempt to segment their markets on the basis of life-style
characteristics. Life-style segmentation also similar limitation faced by segmentation
based on personality traits.

BEHAVIOURAL SEGMENTATION

In behavioural
segmentation, buyers are divided into groups on the basis of their
knowledge of, attitude toward, use of, or response to a product. The belief
here is that behavioural
variables, such as occasions, benefits, user status, age rate, loyalty status,
buyer readiness stage, and attitude, are the best starting points for
constructing market segments. We shall briefly examine each of these variables.

(i)              
Occasions: Buyers can be differentiated
on the basis of the occasions they develop a need, purchase a product, or use a product. For example, air
travel may be necessitated by occasion related to business, vacation, or family. In this way therefore,
an airline can specialize
in servicing people for whom one of these occasions dominates.

Occasion segmentation can be used to
expand product usage. For example, if it is discovered that orange juice is
usual y consumed at breakfast, an orange juice company can try to promote
drinking orange juice on other occasions such as midday, lunch, and dinner.

(ii)            
Benefits: Benefit segmentation divides the market according to the
benefits consumers seek
from a product or product category. Some researchers belief that benefit
segmentation variables
are more accurate than demographic or usage segmentation. Variable in determining
consumer behaviour. Their argument is that the benefits that people seek are the real basis for their response to
a product.

(ii)User status: Market
can be segmented into non-users, ex-users, potential users, first-time
users, and regular users of a product. By making use of these classifications, organization can conduct their
activities more effectively and efficiently. 

For instance, blood banks should
not rely only on regular donors to supply blood, instead, they must recruit new
first-time donor and contact ex-donors. Each of these groups will definite
requires a different marketing strategy

(iv)       
Usage Rate: Markets can be segmented into light, medium, and
heavy product users. Very often, heavy users are a small percentage of total
consumption.

(v)         
Loyal Status: consumers
have varying degrees of loyalty to specific brands, stores, and other entities.
Buyers can be divided into four groups according to loyalty status 

• Hard-core loyalist,
  i.e., consumers who buy one brand all the time
• Split loyalist, i.e. consumers who are
  loyal to two or three brands
• Shifting loyalist, i.e. consumers who shift from
  one brand to another.
• Switchers,
  i.e. consumers who show no loyalty to any brand.

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By analyzing the degrees of brand
loyalty, a company can learn a lot about the market. For instance, by studying its
hard-core loyalist, the company can identify its product’s strength. In addition, by
studying its split loyalist, the company can pinpoint which brands are most
competitive with its own. Furthermore, by looking at customers who are shifting
away from its brands, the company can learn about its marketing weaknesses and
attempt to correct them.

(vi)      Buyer. Readiness Stage:

A market generally
consists of people in different stages of readiness to buy a product or
service. Some of these people are unaware of the product, some are aware, some
are informed, some are interested. Some desire the product, while some intend
to buy.

The relative numbers for the various
categories often make a big difference in designing the marketing programme.

(vii)        
Attitude: An
attitude is a manner of feeling or behaving. Five attitude group can be found
in a market: – enthusiastic, positive, indifferent, negative, and hostile.