Market Segmentation: Concepts and Methods

Market segmentation is a commonly used marketing term that refers to the act of aggregating prospective buyers into groups or segments with common needs who respond to marketing actions in a similar manner. It enables the companies to target different categories of consumers who recognize the full value of certain products and services differently from each other. Homogeneity, distinction and reaction are the three factors based on which a company identifies the different market segments. Some market segmentation strategies include targeting a group geographically, demographically (by age or gender), psychographically (by social class or lifestyle), or behaviorally (by use or response). Market segmentation has a number of advantages. It provides a better understanding of the differences between consumers which improves the match of organizational strengths and consumer needs. The objective of this book is to give a general view of the different areas of market segmentation, its concepts and methods. Those in search of information to further their knowledge will be greatly assisted by it.