Segmenting the Market (AQA GCSE Business)

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Why Businesses Segment the Market

  • Market segmentation involves a single market being divided into groups, each of which has distinct customer preferences

    • Each segment represents a slightly different set of consumer characteristics

  • Market segmentation allows businesses to target their marketing efforts at customers who are most likely to be interested in their products

    • This is an efficient use of the marketing budget

    • Customer needs are likely to be closely met, so they should be satisfied with their purchase

    • Satisfied customers are likely to be loyal and recommend the brand to other, like-minded customers

  • Once appropriate market segment(s) have been identified, a business can choose an appropriate targeting strategy

    • Often, businesses target their products a particular market segment

      • E.g. Ecover targets environmentally-conscious customers with its range of chemical-free housing cleaning products

    • Sometimes different products are aimed at several different market segments

      • E.g. Supermarket Tesco targets customers with different incomes with its own-brand ranges, such as Stockwell and Finest

    • In some instances, a business aims its product range at the mass market

      • E.g. Coca-Cola offers a range of products that, given their large volume of sales, could be considered to be aimed at the mass market

  • Businesses often use more than one way to segment the market

    • E.g. the UK crisp market is divided up into many market segments such as

      • Dinner party snacks (Walkers Sensations, Pringles, Burts) are targeted at middle- to upper-income professionals with a premium price

      • Health conscious crisps (Proper Chips, Walkers Baked, Ryvita Lite) are targeted at the health conscious market

      • Lunch box value snacks (multipacks, Hoola Hoops, Quavers etc) are targeted at families and the mass market

Types of Segmentation

  • Markets can be segmented in several ways

  • The main ways include location, demographics, lifestyle, income and age

Diagram: How To Segment Markets

Businesses can choose to segment markets by gender, age, location and income

Businesses can choose to segment markets by gender, age, location and income

1. Gender

  • Men and women often have different purchasing preferences

    • Men tend to spend more than women when shopping

    • Women are more price-conscious shoppers than men, buying more reduced-price items and using coupons more frequently

2. Age

  • Many products are aimed at different age groups, who are likely to have different interests, influences and spending power

    • E.g. In 2022, consumers in the United States spent an average of $1,945 on clothing, with most being spent by the generation born between 1965 and 1980, known as Generation X

  • As populations age, spending patterns are changing

    • Spending on specialist services such as personal care and single-person travel has increased significantly

3. Location

  • Urban and rural customers' needs relate to their surroundings

    • E.g. City-dwellers are likely to purchase small, electric vehicles, while those who live in the countryside tend to prefer larger, all-terrain vehicles

  • Customers in warmer countries make different purchasing decisions to those living in cooler climates

    • E.g. Sales of air-conditioning units in Italy and Turkey are significantly higher than in Germany and the UK

  • Within a country, customers living in different regions have varied preferences

    • E.g. France is well-known for its regional food specialties, with residents of southern départements generally preferring a Mediterranean diet, whilst those in more northern regions consume more dairy products and red meat

  • Many countries have increasingly ethnically-diverse populations

    • Markets for clothing, food and celebration items can be targeted at specific ethnic or religious groups

4. Income

  • Customers with different levels of income make different lifestyle choices

    • E.g. Travel companies target different packages at families, thrill-seekers and those looking to pursue a specific interest, such as cuisine or art

  • Some products are aimed at those on high incomes, whilst others target customers with limited budgets

    • E.g. Luxury brand Mulberry targets very high-income customers with its iconic handbags, whilst budget-conscious customers are served by brands such as H&M and Primark

Evaluation of Market Segmentation


Advantages


Disadvantages

  • Segmentation recognises that consumers are not all identical; consumer groups do not all share the same tastes and preferences

  • Not everyone within a segment will behave in the same way

  • Products and marketing activities can be altered to meet different needs of different groups of consumers and targeted more precisely

  • It may be difficult to identify a segment and consumers can belong to multiple segments at the same time

  • Less expensive and wasteful than marketing products at wide market segments

  • Segmentation requires more detailed  market research, which can prove costly but beneficial to the business

  • It may increase loyalty if the consumer feels that their needs are being met, which can lead to repeat purchases 

  • A segment may be identified but it may be too small and unprofitable to cater for

Examiner Tip

A common misconception is that customers that do not specifically fit within a market segment do not buy a business's products. Some businesses have enjoyed great success as a result of their products being purchased by those outside of the target market.

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