4.3 : 市场细分 — 应用

There are four main types of segmentation, each focusing on different aspects of consumer behavior.

Demographic segmentation divides the market based on age, gender, income, occupation, family size, and ethnicity.

For instance, Gillette offers gender-specific razors, and Disney tailors content to different age groups.

Geographic segmentation involves dividing the market based on geographical units, like region, country, climate, and population.

For example, The North Face designs outdoor gear based on locations and climates, and Uber adapts its services based on population density.

Psychographic segmentation focuses on consumers' lifestyles, personalities, interests, and attitudes.

Harley-Davidson targets adventure seekers, and Whole Foods Market focuses on health-conscious consumers.

Behavioral segmentation categorizes consumers based on behaviors, such as usage patterns, brand loyalty, benefits sought, and purchase occasions.

For example, airlines like Delta SkyMiles reward frequent flyers, and Netflix recommends content based on viewing habits.

Companies often combine segmentation types for precise targeting and tailoring strategies to meet diverse consumer needs.