How Does Market Segmentation Help A Business?

[Purvi Dalvi]

There is a large market for products and services, but that does not mean the entire market needs what you are selling. Each product category satisfies the needs of specific customers. It is essential to know the market you are catering to and develop a selling strategy accordingly.

Market segmentation is a process used by many to target the desired audience based on demographics, psychographics, geography, and behaviour. Following are some of the ways the process helps businesses: 

Target marketing: It is useful to market the brand to the masses as soon as it gets launched. However, moving forward, many companies strive to cater to the right audience by opting target marketing. Targeting audience is a matter of choosing between quality and quantity. Segmenting the market, according to the users, ensures catering to the right audience. 

Product development: Segmenting helps in knowing your audience. This knowledge about the various consumer base is an insight into developing products. You can tailor your products according to your users and their requirements which boosts your brand loyalty. 

Understanding customer needs: You can work out a thought leadership strategy by segregating your audience based on their geography, behaviour, needs, likes, and dislikes. It helps to learn about your customer base and target marketing efforts. It is essential in the ongoing market scenario to have a good understanding of your customers. 

Developing a brand: Businesses get to shape their brand according to their targeted users with segmentation. They need to maintain their identity, personality, and goodwill. The miscommunication risks of this can cause downfall. Learning about the target customers helps in knowing what is appropriate and acceptable for the targeted market. 

Expansion: Market segmentation enables companies to learn about their market's demographics, behavioural pattern, and needs. It expands into potential markets. It also helps target a new range of audience with similar behaviour and requirements as the existing ones. 

Business decisions: Firms use consumers brains to make critical business decisions. These decisions affect the pricing and distribution. The information learnt from the demographics like the income, education, and lifestyle of users helps strategise. Pricing gets adjusted according to your income level, and distribution channels get appointed based on geography and other factors.