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Market segmentation

Experts of FA Advise have developed numerous studies of the consumer market of various goods and services. Such process, aimed at revealing the structure of consumers and their characteristics, as well as determining discrete consumer groups (segments), is called market segmentation.

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Market segmentation

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Experts of FA Advise have developed numerous studies of the consumer market of various goods and services. Such process, aimed at revealing the structure of consumers and their characteristics, as well as determining discrete consumer groups (segments), is called market segmentation.

Our company researched and analyzed various market segments using the following methods:

1

Segmentation of consumers according to the benefits received from the use of goods or satisfaction of needs

2

Segmentation of consumers by lifestyle

3

Sex and age segmentation

4

Geographical segmentation (when segmenting, such basic variables as regions, districts, cities and their types and others are taken into account)

5

Socio-demographic segmentation (involves grouping based on gender, age, composition and type of family, level of well-being and others)

6

Psychographic segmentation (in this case, the breakdown is carried out on the basis of consumer affiliation with a particular group of society, lifestyle and other aspects of the individual)

7

Behavioral segmentation (segmentation taking into account the motives for making purchases, priorities (key requirements for a product / service), frequency of consumption, degree of loyalty and other variables)

8

Segmentation by consumer situations (such as a holiday, lunch, business trip, etc.)

9

Consumer segmentation based on selection rules. There are three selection strategies that consumers generally adhere to:

- A rational choice. Following strict logic when choosing products; usually there are two steps: first - the determination and evaluation of the options according to several abstract parameters, second - receipt of a general assessment and the actual choice based on a general assessment;

- An empirical choice. It takes place when the benefits sought in a product are determined by imagination and emotions;

- the choice of habit.

10

Segmentation by brand loyalty

12

Consumer segmentation by price sensitivity

13

Segmentation by the method of shopping. To implement this criterion, our company identifies shopping algorithms for various consumer groups. Modeling of customer behavior is carried out using standard flowcharts used to simulate any processes

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Research projects

Barry's LT&Co

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Testimonials

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John Lakes

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The selection of segmentation criteria requires constant attention

Changing lifestyle, consumer values, demographic changes add uncertainty and instability. For example, during a period of economic downturn, consumers may become more price sensitive and prefer lower prices to high quality products. When the recession ends, they become less price sensitive and revert to their previous patterns of behavior. This means that segmentation models (sets of criteria and the sequence of their application) at different periods of time may differ from each other, in this regard, they need constant adjustment, leading to the merger of the previous segments and the re-creation. We constantly monitor the market situation, recording any changes, trends and directions of development or decline, which allows us to respond in a timely manner and offer our customers the most relevant research based on scientific knowledge.