Basis of consumer segmentation and how to divide consumers to target in the market. segmentation. Types of market segmentation with examples examples

Dr Catherine Ngahu talks about how to use the types of market segmentation to divide target consumers and stay competitive in today’s business environment. The current market is marked by great differences in consumer segment desires, behaviour, and lifestyles.

Using suitable examples, and recent developments, this video shows the benefits of various bases of market segmentation and how, you can use them to get an edge in the market place. To be profitable in this dynamic market, you need to leverage the bases of market segmentation to discover attractive opportunities in the market.

In this video, the bases of segmentation are defined as factors that you can use, to cluster target customers, into smaller groups, of people who have similar characteristics or needs. You can then use a single marketing strategy, to serve the segments because of the similarities of the customers therein.
You can do this through product differentiation, packaging, unique styling; promotional appeal, and distribution channels. This approach leads to significant increase in sales, which more than offsets, the costs of segmentation.

Some of the bases of segmentation discussed include demographic, geographic behavioural segmentation, and social cultural segmentation among others. Hybrid segmentation, geo-demographic etc
00:00 The strategy of market segmentation
02:02 Demographic segmentation and limitations
04:56 Geographic segmentation with examples
06:17 Psychographic segmentation and examples
08:00 Social Cultural segmentation with examples
09:20 Behavioural segmentation and examples
10:28 Use situation segmentation and examples
11:11 Benefit segmentation strategy
12:37 Hybrid segmentation strategy