4 أنواع من تجزئة السوق: أسس تجزئة السوق الاستهلاكية
A market segment means a homogeneous group consisting of buyers who seek the same offering.
In market segmentation, the aim is not merely to divide the market into sub-classes based on product differentiation but to distinguish want categories that correspond to the distinct demands of various groups in the market.
For proper تجزئة السوق, the marketer needs to know the bases of market segmentation.
The 4 types/bases of market segmentation are:-
تجزئة السوق الجغرافية
تجزئة السوق الديموغرافية
تجزئة السوق النفسية
تجزئة السوق السلوكية
ما هي أسس تجزئة السوق؟ - 4 أنواع من تجزئة السوق
After you have gathered comprehensive knowledge about what they want and who is in the market, you have to tackle another important criterion for grouping the buyers into segments.
There is no single base to segment a market. For effective segmentation, a marketer has to use different segmentation variables alone and in combination.
The 4 types/bases of market segmentation are:-
تجزئة السوق الجغرافية
تجزئة السوق الديموغرافية
تجزئة السوق النفسية
تجزئة السوق السلوكية
يوضح الجدول والرسم البياني المتغيرات الرئيسية التي يمكن استخدامها في تقسيم الأسواق الاستهلاكية.
4 أنواع من تجزئة السوق
عامل
الأعطال النموذجية
تجزئة السوق الجغرافية
منطقة
المحيط الهادئ،
جبل،
غرب شمال وسط,
غرب جنوب وسط,
شرق شمال وسط,
شرق جنوب وسط,
جنوب المحيط الأطلسي,
وسط المحيط الأطلسي,
بريطانيا الجديدة.
حجم المقاطعة
ضخمة (الولايات المتحدة الأمريكية، الهند، البرازيل، روسيا)،
الكبرى (فرنسا، جنوب أفريقيا، المملكة العربية السعودية، المكسيك)،
متوسطة (فيتنام، بنغلاديش)
صغيرة (نيبال، إستونيا، تونس)
حجم المدينة
أقل من 20.000؛
20,000-50,000;
50,000-100,000;
100,000-250,000;
250,000 - 500,000؛
500,000-1,000,000;
1,000,000 – 4,000,000;
4,000,000 وأكثر.
الكثافة السكانية
المدن الضواحي الريفية
مناخ
شمالي، جنوبي
تجزئة السوق الديموغرافية
عمر
أقل من 13
14 – 18
19 – 25
26-35
36-45
46-55
56+
جنس
الذكور الإناث
حجم الأسرة
1-2, 3-4, 5+
دورة الحياة الأسرية
شاب أعزب.
شاب، متزوج، ليس لديه أطفال؛
شاب، متزوج، أصغر طفل أقل من 6 سنوات؛
شاب متزوج، أصغر طفل يبلغ من العمر 6 سنوات أو أكثر؛
أكبر سنا، متزوج، ولديه أطفال؛
كبير السن، متزوج، وليس لديه أطفال أقل من 18 عامًا؛
أكبر سنا، أعزب؛
آخر
دخل
تحت $10,000؛
$10,000-$20,000;
$20,000 – $35,000;
$35,000-$50,000; $50,000 – $70,000;
$ 70,000 – $100,000;
$100,000 وأكثر
إشغال
المهنية والتقنية.
المديرين،
المسؤولين والمالكين ؛
الكتابية والمبيعات.
الحرفيين والحرفيين والأقدمين.
نشطاء؛
المزارعين.
متقاعد؛
طلاب؛
ربات البيوت؛
غير موظف،
تعليم
المدرسة الابتدائية أو أقل؛
بعض المدارس الثانوية؛
خريج الثانوية؛
بعض الكليات؛
خريج كلية
دِين
مسلم، كاثوليكي، بروتستانتي، يهودي، وآخرون
سباق
أبيض، أسود، آسيوي، إسباني
جنسية
الأمريكية، البريطانية، الفرنسية، الألمانية، الإسكندنافية، الإيطالية، أمريكا اللاتينية، الشرق أوسطية، اليابانية
تجزئة السوق النفسية
الطبقة الاجتماعية
الطبقة السفلية السفلية، الطبقة العليا السفلية، الطبقة العاملة، الطبقة الوسطى، الطبقة الوسطى العليا، الطبقة العلوية السفلية، الطبقة العلوية
نمط الحياة
ناجحون، مؤمنون، مجاهدون
شخصية
قهري، اجتماعي، استبدادي، طموح
تجزئة السوق السلوكية
مناسبة الشراء
مناسبة عادية، مناسبة خاصة
سعى الفوائد
الجودة والخدمة والاقتصاد
حالة المستخدم
غير مستخدم، مستخدم سابق، مستخدم محتمل، مستخدم لأول مرة، مستخدم عادي
معدل الاستخدام
مستخدم خفيف، مستخدم متوسط، مستخدم ثقيل
حالة الولاء
لا شيء، متوسط، قوي، مطلق
حالة الاستعداد
غير واعي، واعي، مطلع، مهتم، راغب، عازم على الشراء
الموقف تجاه المنتج
متحمس، إيجابي، غير مبال، سلبي، عدائي
دعونا نحاول فهم المتغيرات الجغرافية والديموغرافية والسلوكية الرئيسية بالتفصيل.
تجزئة الجغرافية
Based on geographic variables, the market is segmented by dividing it into different geographical units such as nations, regions, states, countries, cities, or neighborhoods.
A company may choose one or a few geographical areas to operate in. Or it can decide to operate in all areas but pay attention to geographical differences in needs and wants.
For example, Campbell sells Cajun gumbo soup in Louisiana and Mississippi and makes its nacho cheese soup spicier in Texas and California.
Geographic segmentation emphasis the right products in the right geographic areas at the right times.
By adopting geographic segmentation, many companies regionalize their marketing programs by localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and even neighborhoods.
Geographic segmentation also enables a company to avoid areas where competition is severe and to select areas where competition is low.
تجزئة الديموغرافية
Demographic segmentation involves dividing the market into groups based on different variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, and nationality. Demographic factors are the most popular bases for segmenting customer groups and are, therefore, widely used. Demographic segmentation has certain merits.
First, consumer needs, want, and usage rates often vary closely with demographic variables.
Second, demographic variables are easier to measure than most other types of variables.
Even if market segments are initially defined using other bases, such as personality or behavior, their demographic characteristics must be considered to assess the size of the target market and to reach it efficiently.
Now we will examine some important demographic variables used for market segmentation;
مرحلة العمر ودورة الحياة
Human needs and wants change with age. Using age and life-cycle segmentation, some companies offer different products or adopts different marketing approaches for different age and life-cycle groups.
For example, McDonald’s targets children, teens, adults, and seniors with different ads and media. Its ads directed at teens feature dance-beat music, adventure, and fastpaced cutting from scene to scene; ads to seniors are softer and more sentimental.
Despite its merits, age, and life-cycle segmentation has the problem of stereotyping, which should be kept in mind.
Two individuals, if the same age, may not have similar needs, wants, habits, lifestyles, etc. It is often found that age can not precisely predict a person’s life cycle, health, word or family status, needs, and buying power.
جنس
Gender segmentation involves dividing a market into different groups based on sex. Gender segmentation is extensively used in clothing, cosmetics, and magazines. Other marketers are also adopting gender segmentation.
For example, although early toilet soaps were used by both sexes, many companies are now featuring unisex brands. Procter & Gamble was among the first with Secret, a brand specially formulated for a woman’s chemistry, packaged and advertised to reinforce the female image.
Gender segmentation is also widely used in the automobile industry. More and more car manufacturers are directing their advertisements to women.
دخل
Income segmentation involves dividing a market into different income groups. Marketers of products and services such as automobiles, clothing, cosmetics, and travel have found income segmentation very useful.
Companies with luxury goods and convenience services target well off consumers. Income segmentation is also used to identify and target lower-income groups so that they can be approached with appropriate products, prices, and distribution outlets.
التقسيم الديموغرافي متعدد المتغيرات
Each of the demographic variables has merits and limitations. For maximum effectiveness, most companies combine two or more demographic variables in segmenting a market. Consider the market for deodorant soaps.
Many different kinds of consumers use top-selling deodorant soap brands. Still, two demographic variables – gender and age – coupled with geographic region, are most useful in distinguishing the users of one brand from those of another.
التقسيم النفسي
في التجزئة النفسية، يتم تقسيم المشترين إلى مجموعات مختلفة بناءً على الطبقة الاجتماعية أو نمط الحياة أو خصائص الشخصية. قد يكون لدى الأشخاص الذين ينتمون إلى نفس المجموعة الديموغرافية خصائص نفسية مختلفة جدًا.
الطبقة الاجتماعية
الطبقة الاجتماعية لها تأثير قوي على التفضيلات في المنتجات والخدمات ومنافذ البيع بالتجزئة - حيث تقوم العديد من الشركات بتصميم منتجات أو خدمات لطبقات اجتماعية محددة، مع دمج الميزات التي تجذب هذه الفئات.
نمط الحياة
يتأثر اهتمام الناس بمختلف المنتجات بأنماط حياتهم، وتعكس المنتجات التي يشتريها المشترون أنماط حياتهم. يتم استخدام أنماط حياة المستهلك بشكل متزايد من قبل المسوقين لتقسيم أسواقهم. على سبيل المثال، تستهدف ملابس Duck Head أسلوب حياة الطلاب غير الرسمي، حيث تدعي أنه "لا يمكنك جعلها قديمة حتى تحصل على ملابس جديدة".
شخصية
Marketers also use personality factors for segmenting their markets. They attribute personalities to their products that correspond to consumer personalities. Market segmentation on the basis of personality has been proved successful for products such as cosmetics, cigarettes, insurance, and liquor.
Honda’s marketing campaign for its motor scooters provides a good example of personality segmentation. Honda appears to target its Spree, Elite, and Aero motor scooters at the hip and trendy 14-to22-year- olds.
But it actually designs ads for a much broader personality group. One ad, for example, shows a delighted child bouncing up and down on his bed while the announcer says, “You’ve been trying to get there all your life.”
The ad reminds views of the euphoric feelings they got when they broke away from authority and did things their parents told them not to do. It suggests that they can feel that way again by riding a Honda scooter.
So even though Honda seems to be targeting young consumers, the ads appeal to trendsetters and independent personalities in all age groups.
Over half of Honda’s scooter sales are too young professionals and older buyers – the over-50 group purchases 15 percent. Honda is appealing to the rebellious, independent kid in all of us.
التقسيم السلوكي
يتضمن التجزئة السلوكية تقسيم السوق إلى مجموعات بناءً على معرفة المستهلك أو موقفه أو استخدامه أو استجابته للمنتج. وسنناقش هنا بعض المتغيرات السلوكية المستخدمة في تجزئة الأسواق.
مناسبات
Buyers can be divided based on occasions when they get the idea to buy, actually make their purchase, or use the purchased item. Occasion segmentation helps boost product usage.
For example, orange juice is most often consumed at breakfast, but orange growers have promoted drinking orange juice as a cool and refreshing drink at other times of the day. In contrast, Coca-Cola’s “Coke in the Morning” advertising campaign attempts to increase Coke consumption by promoting the beverage as an early morning pick-me-up.
الفوائد المطلوبة
Buyers can also be grouped according to the different benefits that they seek from the product. Benefit segmentation calls for finding the major benefits people seek in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit.
The following table provides an example of benefit segmentation in the toothpaste market:
تجزئة السوق لمعجون الأسنان
أقسام المنفعة
التركيبة السكانية
سلوك
علم النفس
العلامات التجارية المفضلة
Economy
(low price)
رجال
المستخدمين الثقيلة
استقلالية عالية وموجهة نحو القيمة
العلامات التجارية للبيع
Medicinal
(decay prevention)
عائلات كبيرة
المستخدمين الثقيلة
مراقي ومحافظ
قمة
Cosmetic
(bright teeth)
المراهقون، الشباب
المدخنين
مؤانسة عالية ونشطة
أكوا فريش، ألترا برايت
Taste
(good tasting)
أطفال
عشاق النعناع
ارتفاع التورط الذاتي المتعة
كولجيت، الهدف
يمكن للمسوقين استخدام تجزئة الفوائد لتحديد شريحة الفوائد التي ينجذبون إليها، وخصائصها، والعلامات التجارية المنافسة الرئيسية. يمكنهم أيضًا البحث عن فوائد جديدة وإطلاق العلامات التجارية التي توفرها.
حالة المستخدم
Market segmentation can also be done according to user statuses such as nonusers, ex-users, potential users, first-time users, and regular users of a product. Potential users and regular users need to be approached through different kinds of marketing appeals.
For example, one study found that blood donor are low in self-esteem, low-risk takers, and more highly concerned about their health; nondonors tend to be the opposite of all three dimensions. This suggests that social agencies should use different marketing approaches for keeping current donors and attracting new ones.
A company’s current market position will also influence its focus on segments. The market leader will focus on attracting potential users, while smaller companies will focus on diverting current users away from the market leader.
معدل الاستخدام
Market segmentation can also be done according to usages such as light, medium, and heavy user groups. Although heavy users are often a small percentage of the market, they account for a high percentage of total buying.
In one study, product users were divided into two halves, a light-user half and a heavy-user half, according to their buying rates for the specific products. Using beer as an example, it was found that 41 percent of the households studied buy beer.
However, the heavy-user half accounted for 87 percent of the beer consumed – almost seven times as much as the light-user half.
A beer company would prefer to attract one heavy user to its brand rather than several light users. Thus, most beer companies target the heavy beer drinker, using appeals such as Schaefer’s “one beer to have when you’re having more than one.”
حالة الولاء
A market can also be segmented based on consumer loyalty. Consumers can be loyal to brands (Jet), stores (Aarong), and companies (Liver). Buyers can be divided into groups based on their degree of loyalty. Some consumers are completely loyal, and they buy one brand all the time.
Some consumers are somewhat loyal, and they are loyal to two or three brands of a given product or favor one brand and may sometimes buy others. Some buyers are not loyal to any brand. They look for something different each time they buy, or they buy whatever is there on sale.
A Company can learn a lot by analyzing loyalty patterns in its market. It should start by studying its loyal customers. Colgate finds that its loyal buyers are more middle class, have larger families, and are more health-conscious.
These characteristics pinpoint the target market for Colgate. By studying its less loyal buyers, the company can detect which brands are most competitive with its own.
If many Colgate buyers also buy Crest, Colgate can attempt to improve its positioning against Crest, possibly by using direct-comparison advertising.
By looking at customers who are shifting away from its brand, the company can learn about its marketing weaknesses. As for non-loyal, the company may attract them by putting its brand on sale.
Brand loyalty should be carefully used in segmenting markets. Habit, indifference, a low price, or unavailability of other brands should not be
الاستعجال
هل يجب أن نركز على الشركات التي تحتاج إلى تسليم سريع أو التي يساء فهمها على أنها أنماط شراء موالية للعلامة التجارية؟ وبالمثل، لا ينبغي فهم الشراء المتكرر أو المنتظم على أنه ولاء للعلامة التجارية. الدوافع الكامنة وراء أنماط الشراء الملحوظة تحتاج إلى دراسة جدية.
