Markkinajakautuminen

Markkinajakautuminen, or market segmentation in English, is a marketing strategy that divides a broad consumer or business market into sub-groups of consumers who share common needs, interests, and priorities. This process allows companies to target specific groups with tailored marketing messages and products that are more likely to resonate with them.

The primary goal of market segmentation is to understand different customer segments and to identify which segments are most likely to achieve a company's marketing objectives. By dividing the market, businesses can allocate resources more efficiently and develop more effective marketing campaigns. This can lead to increased customer satisfaction, improved brand loyalty, and ultimately, higher sales and profitability.

Segmentation can be based on various factors. Geographic segmentation divides the market based on location, such as countries, regions, states, cities, or neighborhoods. Demographic segmentation divides the market based on variables like age, gender, income, education, occupation, religion, nationality, and family size. Psychographic segmentation focuses on lifestyle, personality, values, attitudes, interests, and opinions of consumers. Behavioral segmentation classifies consumers based on their knowledge, attitudes, uses, or responses to a product, including purchase occasion, benefits sought, user status, usage rate, and loyalty status.

Effective market segmentation requires that the segments be measurable, accessible, substantial, differentiable, and actionable. By applying these criteria, businesses can ensure that their segmentation efforts are practical and contribute to their overall strategic goals.