Piacszegmentáció

Piacszegmentáció is the process of dividing a broad consumer or business market into smaller, more defined subgroups of consumers based on shared characteristics. These characteristics can include demographics, psychographics, geographics, and behavioral patterns. The goal of market segmentation is to identify specific target markets that a company can focus its marketing efforts on, making those efforts more effective and efficient.

Demographic segmentation involves dividing the market based on variables such as age, gender, income, occupation, education, religion, ethnicity, and family size. Psychographic segmentation focuses on dividing the market based on lifestyle, personality, values, attitudes, and interests. Geographic segmentation categorizes consumers based on their location, such as country, region, city, or even neighborhood. Behavioral segmentation groups consumers based on their knowledge of, attitude towards, use of, or response to a product or service, including purchase occasion, benefits sought, user status, usage rate, and loyalty status.

By segmenting the market, businesses can better understand their customers' needs and desires, develop tailored marketing strategies, create products and services that appeal to specific groups, and allocate marketing resources more effectively. This targeted approach often leads to higher customer satisfaction, increased brand loyalty, and ultimately, improved profitability. It allows companies to move away from a one-size-fits-all approach and instead deliver more relevant and impactful marketing messages.