Segmentation is specified as a group of individuals that share one or more qualities. Each market sector is special and marketing managers decide on different criteria to create their target market( s). They might approach each segment in a different way, after completely comprehending the needs, lifestyles, demographics and character of the target. Some e.g. of typical characteristics are: interests, way of life, age, gender, etc. Typical types of market segmentation consist of: geographical, group, psychographic and behavioral.
The basis of such division is the way of life of the individuals.
The person’s attitude, interest, worth help the online marketers to categorize them into little groups.
The loyalties of the customers towards a particular brand help the marketers to classify them into smaller groups, each group comprising of individuals loyal towards a particular brand. Nestle has a large group of persons who have interest in the product bacuase of its size price and contents which is excellent for all persons.
Geographic segmentation refers to the classification of market into various geographical areas.
A marketer can’t have similar strategies for individuals living at different places. Nestle promotes its juice all through the year in the Caribbean which have well defined for the climate. The juice is available to persons everywhere in the country since it has a mass production and a larger market. Persons in winter season prefer hot drinks as compared to the Caribbean which prefer cold drinks due to its climate. Nestle Orchard juices being sold throughout the island from street side vendors to supermarkets.
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