Markets are not homogeneous but heterogeneous. Segmentation divides buyers into meaningful groups, so you can choose the right target market and make your marketing effort more productive.
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Shoppers & field agents
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Cities in India
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Countries
The concept of market segmentation relies on the fact that the markets of commodities aren’t homogeneous but heterogeneous. A market represents a group of shoppers having common characteristics, yet no two customers are the same in their nature, habits, hobbies, income and buying techniques. They differ in their behavior and buying decisions.
On the basis of these characteristics, customers having similar qualities are classified into segments. Market segments are groups of customers formed according to characteristics such as income, age, gender, education and other social, demographic, cultural and geographical factors. Whenever a market for a product or service consists of two or more buyers, the market is capable of being segmented, that is, divided into meaningful buyer groups. The purpose of segmentation is to determine differences among buyers which may be consequential in choosing a way of marketing to them.
Segmentation turns one broad, mixed market into buyer groups you can actually plan for.
Click through to see what each one covers.
The researcher conducts exploratory interviews and focus groups to gain insight into consumer motivations, attitudes, and behavior. Using these findings, the researcher prepares a formal questionnaire to collect data.
Helps differentiate one customer group from another within a given market.
Facilitates proper choice of target market.
Brings benefits not only to the marketer but to the customer as well.
The marketer can look at the differences among customer groups and decide appropriate offers for each group.
Helps achieve the specialization required in product, distribution, promotion and pricing to match each customer group, and develop offers and appeals that match its needs.
Makes the marketing effort more productive and economic.
Agree the market, the product and the questions the segmentation must answer.
The questionnaire is built on our platform from exploratory findings.
Our local network of shoppers and field agents gathers responses across cities.
Responses are quality-checked, analysed and shared on dashboards and in PDF/Excel reports.
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Every audit runs on our in-house platform, with up to 95% of the process automated.
Have another question? Talk to our team.
Whenever a market for a product or service consists of two or more buyers, it is capable of being segmented into meaningful buyer groups.
Tell us what you want to measure and we'll design the right programme for your brand.
