Criteria for market segmentation

1, population and geographical characteristics.

Consumers are the carriers of demand, and the demand may be different due to the different demographic characteristics of consumers. Demographic variables include age, gender, family life cycle, income, occupation, education, religion and other factors. This is the usual and most important criterion of market segmentation, which is closely related to consumer demand and the sales of many products, and these factors are often easy to identify and measure.

2. Psychological characteristics and lifestyle.

In a material-rich society, according to Maslow's demand classification, demand tends to develop from low-level functional demand to high-level experiential demand. Consumers not only put forward higher requirements for the physical functions of goods, but also look forward to the value connotation and life information attached to brands.

3. Product attitude and interest pursuit.

Consumers buy a certain commodity in order to pursue a certain interest and meet a certain demand. The difference of interest points leads to the substantial difference of demand. Different interest pursuits will lead them to have different product attitudes and make completely different evaluation and purchase decisions for the same commodity, so product attitudes and interest pursuits are important factors affecting demand differences.

4. Consumer behavior and value.

If the first three categories are internal factors that lead to demand differences, then consumption behavior and value are external factors that reflect demand differences. Consumer behavior includes frequency, occasion, time, loyalty and so on. Value includes the quantity of goods used by consumers and the value they represent. According to this dimension, consumers can be divided into heavy users, moderate users and light users, as well as loyal users and wavering customers.

Extended data:

The significance of market segmentation:

1, which is beneficial to the selection of target market and the formulation of marketing strategy.

After market segmentation, the market segmentation is more specific and it is easier to understand the needs of consumers. Enterprises can determine their own service targets, that is, the target market, according to their own business philosophy, policies, production technology and marketing strength. Aiming at the smaller target market, it is convenient to formulate special marketing strategies.

2. It is conducive to opening up market opportunities and opening up new markets.

Through market segmentation, enterprises can analyze and compare the purchasing potential, satisfaction and competition degree of each market segment, and explore market opportunities that are beneficial to enterprises, so that enterprises can make production and relocation sales decisions or formulate new product development plans in time according to their own production and technical conditions, make necessary product technical reserves, grasp the initiative of product upgrading, open up new markets, and better meet market needs.

3. It is beneficial to concentrate manpower and material resources into the target market.

The resources, manpower, material resources and funds of any enterprise are limited. By subdividing the market and choosing the appropriate target market, enterprises can concentrate people, money, materials and resources to gain advantages in the local market and then occupy their own target market.