4 tipos de segmentação de mercado: bases da segmentação do mercado consumidor
A market segment means a homogeneous group consisting of buyers who seek the same offering.
In market segmentation, the aim is not merely to divide the market into sub-classes based on product differentiation but to distinguish want categories that correspond to the distinct demands of various groups in the market.
For proper segmentação de mercado, the marketer needs to know the bases of market segmentation.
The 4 types/bases of market segmentation are:-
Segmentação geográfica do mercado
Segmentação Demográfica do Mercado
Segmentação de mercado psicográfico
Segmentação Comportamental do Mercado
Quais são as bases da segmentação de mercado? – 4 tipos de segmentação de mercado
After you have gathered comprehensive knowledge about what they want and who is in the market, you have to tackle another important criterion for grouping the buyers into segments.
There is no single base to segment a market. For effective segmentation, a marketer has to use different segmentation variables alone and in combination.
The 4 types/bases of market segmentation are:-
Segmentação geográfica do mercado
Segmentação Demográfica do Mercado
Segmentação de mercado psicográfico
Segmentação Comportamental do Mercado
A tabela e o gráfico mostram as principais variáveis que podem ser utilizadas na segmentação dos mercados consumidores.
4 tipos de segmentação de mercado
Variável
Avarias típicas
Segmentação geográfica do mercado
Região
Pacífico,
Montanha,
Centro-Norte Oeste,
Centro-Sul Oeste,
Centro-Leste Norte,
Centro-Sul Leste,
Atlântico Sul,
Médio Atlântico,
Nova Inglaterra.
Tamanho do condado
Enorme (EUA, ÍNDIA, BRASIL, Rússia),
Grande (França, África do Sul, Arábia Saudita, México),
Médio (Vietnã, Bangladesh)
Pequeno (Nepal, Estônia, Tunísia)
Tamanho da cidade
Menos de 20.000;
20,000-50,000;
50,000-100,000;
100,000-250,000;
250.000 – 500.000;
500,000-1,000,000;
1,000,000 – 4,000,000;
4.000.000 e mais.
Densidade populacional
Urbano suburbano rural
Clima
Norte, Sul
Segmentação Demográfica do Mercado
Idade
Abaixo de 13
14 – 18
19 – 25
26-35
36-45
46-55
56+
Gênero
Masculino feminino
Tamanho família
1-2, 3-4, 5+
Ciclo de vida familiar
Jovem, solteiro;
jovem, casado, sem filhos;
jovem, casado, filho mais novo com menos de 6 anos;
casado jovem, filho mais novo com 6 anos ou mais;
mais velhos, casados, com filhos;
mais velho, casado, sem filhos menores de 18 anos;
mais velho, solteiro;
outro
Renda
Abaixo de $10.000;
$10,000-$20,000;
$20,000 – $35,000;
$35,000-$50,000; $50,000 – $70,000;
$ 70,000 – $100,000;
$100.000 e mais
Ocupação
Profissional e técnico;
gerentes,
funcionários e proprietários;
administrativo, vendas;
artesãos, artesãos, capatazes;
operativos;
agricultores;
aposentado;
estudantes;
donas de casa;
desempregado,
Educação
Escola primária ou menos;
alguma escola secundária;
formado no ensino médio;
alguma faculdade;
graduado universitário
Religião
Muçulmano, católico, protestante, judeu, outros
Corrida
Branco, Negro, Asiático, Hispânico
Nacionalidade
Americana, britânica, francesa, alemã, escandinava, italiana, latino-americana, do Oriente Médio, japonesa
Segmentação de mercado psicográfico
Classe social
Baixos inferiores, superiores inferiores, classe trabalhadora, classe média, médios superiores, superiores inferiores, superiores superiores
Estilo de vida
Empreendedores, crentes, lutadores
Personalidade
Compulsivo, gregário, autoritário, ambicioso
Segmentação Comportamental do Mercado
Ocasião de compra
Uma ocasião normal, ocasião especial
Benefícios procurados
Qualidade, serviço, economia
Status do usuário
Não usuário, ex-usuário, usuário potencial, usuário iniciante, usuário regular
Taxa de uso
Usuário leve, usuário médio, usuário pesado
Estado de lealdade
Nenhum, médio, forte, absoluto
Estado de prontidão
Desconsciente, consciente, informado, interessado, desejoso, com intenção de comprar
Vamos tentar entender detalhadamente as principais variáveis geográficas, demográficas e comportamentais.
Segmentação Geográfica
Based on geographic variables, the market is segmented by dividing it into different geographical units such as nations, regions, states, countries, cities, or neighborhoods.
A company may choose one or a few geographical areas to operate in. Or it can decide to operate in all areas but pay attention to geographical differences in needs and wants.
For example, Campbell sells Cajun gumbo soup in Louisiana and Mississippi and makes its nacho cheese soup spicier in Texas and California.
Geographic segmentation emphasis the right products in the right geographic areas at the right times.
By adopting geographic segmentation, many companies regionalize their marketing programs by localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and even neighborhoods.
Geographic segmentation also enables a company to avoid areas where competition is severe and to select areas where competition is low.
Segmentação demográfica
Demographic segmentation involves dividing the market into groups based on different variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, and nationality. Demographic factors are the most popular bases for segmenting customer groups and are, therefore, widely used. Demographic segmentation has certain merits.
First, consumer needs, want, and usage rates often vary closely with demographic variables.
Second, demographic variables are easier to measure than most other types of variables.
Even if market segments are initially defined using other bases, such as personality or behavior, their demographic characteristics must be considered to assess the size of the target market and to reach it efficiently.
Now we will examine some important demographic variables used for market segmentation;
Idade e estágio do ciclo de vida
Human needs and wants change with age. Using age and life-cycle segmentation, some companies offer different products or adopts different marketing approaches for different age and life-cycle groups.
For example, McDonald’s targets children, teens, adults, and seniors with different ads and media. Its ads directed at teens feature dance-beat music, adventure, and fastpaced cutting from scene to scene; ads to seniors are softer and more sentimental.
Despite its merits, age, and life-cycle segmentation has the problem of stereotyping, which should be kept in mind.
Two individuals, if the same age, may not have similar needs, wants, habits, lifestyles, etc. It is often found that age can not precisely predict a person’s life cycle, health, word or family status, needs, and buying power.
Gênero
Gender segmentation involves dividing a market into different groups based on sex. Gender segmentation is extensively used in clothing, cosmetics, and magazines. Other marketers are also adopting gender segmentation.
For example, although early toilet soaps were used by both sexes, many companies are now featuring unisex brands. Procter & Gamble was among the first with Secret, a brand specially formulated for a woman’s chemistry, packaged and advertised to reinforce the female image.
Gender segmentation is also widely used in the automobile industry. More and more car manufacturers are directing their advertisements to women.
Renda
Income segmentation involves dividing a market into different income groups. Marketers of products and services such as automobiles, clothing, cosmetics, and travel have found income segmentation very useful.
Companies with luxury goods and convenience services target well off consumers. Income segmentation is also used to identify and target lower-income groups so that they can be approached with appropriate products, prices, and distribution outlets.
Segmentação Demográfica Multivariada
Each of the demographic variables has merits and limitations. For maximum effectiveness, most companies combine two or more demographic variables in segmenting a market. Consider the market for deodorant soaps.
Many different kinds of consumers use top-selling deodorant soap brands. Still, two demographic variables – gender and age – coupled with geographic region, are most useful in distinguishing the users of one brand from those of another.
Segmentação psicográfica
Na segmentação psicográfica, os compradores são divididos em diferentes grupos com base na classe social, estilo de vida ou características de personalidade. Pessoas pertencentes ao mesmo grupo demográfico podem apresentar características psicográficas muito diferentes.
Classe social
A classe social tem um forte efeito nas preferências de produtos, serviços e pontos de venda – muitas empresas concebem produtos ou serviços para classes sociais específicas, incorporando características que atraem essas classes.
Estilo de vida
O interesse das pessoas por vários produtos é afetado pelo seu estilo de vida e os produtos comprados pelos compradores refletem o seu estilo de vida. Os estilos de vida dos consumidores estão sendo cada vez mais utilizados pelos profissionais de marketing para segmentar seus mercados. Por exemplo, as roupas Duck Head visam o estilo de vida casual dos estudantes, alegando: “Você não pode envelhecê-los até que os compre novos”.
Personalidade
Marketers also use personality factors for segmenting their markets. They attribute personalities to their products that correspond to consumer personalities. Market segmentation on the basis of personality has been proved successful for products such as cosmetics, cigarettes, insurance, and liquor.
Honda’s marketing campaign for its motor scooters provides a good example of personality segmentation. Honda appears to target its Spree, Elite, and Aero motor scooters at the hip and trendy 14-to22-year- olds.
But it actually designs ads for a much broader personality group. One ad, for example, shows a delighted child bouncing up and down on his bed while the announcer says, “You’ve been trying to get there all your life.”
The ad reminds views of the euphoric feelings they got when they broke away from authority and did things their parents told them not to do. It suggests that they can feel that way again by riding a Honda scooter.
So even though Honda seems to be targeting young consumers, the ads appeal to trendsetters and independent personalities in all age groups.
Over half of Honda’s scooter sales are too young professionals and older buyers – the over-50 group purchases 15 percent. Honda is appealing to the rebellious, independent kid in all of us.
Segmentação Comportamental
A segmentação comportamental envolve a divisão de um mercado em grupos com base no conhecimento, atitude, uso ou resposta do consumidor a um produto. Aqui, discutiremos algumas variáveis comportamentais que são utilizadas na segmentação de mercados.
Ocasiões
Buyers can be divided based on occasions when they get the idea to buy, actually make their purchase, or use the purchased item. Occasion segmentation helps boost product usage.
For example, orange juice is most often consumed at breakfast, but orange growers have promoted drinking orange juice as a cool and refreshing drink at other times of the day. In contrast, Coca-Cola’s “Coke in the Morning” advertising campaign attempts to increase Coke consumption by promoting the beverage as an early morning pick-me-up.
Benefícios procurados
Buyers can also be grouped according to the different benefits that they seek from the product. Benefit segmentation calls for finding the major benefits people seek in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit.
The following table provides an example of benefit segmentation in the toothpaste market:
Segmentação de mercado para pasta de dente
Segmentos de benefícios
Demografia
Comportamento
Psicografia
Marcas Favorecidas
Economy
(low price)
Homens
Usuários pesados
Alta autonomia, orientada para valores
Marcas à venda
Medicinal
(decay prevention)
famílias numerosas
Usuários pesados
Hipocondríaco, conservador
Crista
Cosmetic
(bright teeth)
Adolescentes, jovens adultos
Fumantes
Alta sociabilidade, ativo
Aqua-Fresh, Ultra Brite
Taste
(good tasting)
crianças
Amantes de hortelã
Hedonista de alto autoenvolvimento
Colgate, mira
Os profissionais de marketing podem usar a segmentação de benefícios para identificar o segmento de benefícios ao qual são atraentes, suas características e as principais marcas concorrentes. Eles também podem buscar novos benefícios e lançar marcas que os proporcionem.
Status do usuário
Market segmentation can also be done according to user statuses such as nonusers, ex-users, potential users, first-time users, and regular users of a product. Potential users and regular users need to be approached through different kinds of marketing appeals.
For example, one study found that blood donor are low in self-esteem, low-risk takers, and more highly concerned about their health; nondonors tend to be the opposite of all three dimensions. This suggests that social agencies should use different marketing approaches for keeping current donors and attracting new ones.
A company’s current market position will also influence its focus on segments. The market leader will focus on attracting potential users, while smaller companies will focus on diverting current users away from the market leader.
Taxa de uso
Market segmentation can also be done according to usages such as light, medium, and heavy user groups. Although heavy users are often a small percentage of the market, they account for a high percentage of total buying.
In one study, product users were divided into two halves, a light-user half and a heavy-user half, according to their buying rates for the specific products. Using beer as an example, it was found that 41 percent of the households studied buy beer.
However, the heavy-user half accounted for 87 percent of the beer consumed – almost seven times as much as the light-user half.
A beer company would prefer to attract one heavy user to its brand rather than several light users. Thus, most beer companies target the heavy beer drinker, using appeals such as Schaefer’s “one beer to have when you’re having more than one.”
Estado de lealdade
A market can also be segmented based on consumer loyalty. Consumers can be loyal to brands (Jet), stores (Aarong), and companies (Liver). Buyers can be divided into groups based on their degree of loyalty. Some consumers are completely loyal, and they buy one brand all the time.
Some consumers are somewhat loyal, and they are loyal to two or three brands of a given product or favor one brand and may sometimes buy others. Some buyers are not loyal to any brand. They look for something different each time they buy, or they buy whatever is there on sale.
A Company can learn a lot by analyzing loyalty patterns in its market. It should start by studying its loyal customers. Colgate finds that its loyal buyers are more middle class, have larger families, and are more health-conscious.
These characteristics pinpoint the target market for Colgate. By studying its less loyal buyers, the company can detect which brands are most competitive with its own.
If many Colgate buyers also buy Crest, Colgate can attempt to improve its positioning against Crest, possibly by using direct-comparison advertising.
By looking at customers who are shifting away from its brand, the company can learn about its marketing weaknesses. As for non-loyal, the company may attract them by putting its brand on sale.
Brand loyalty should be carefully used in segmenting markets. Habit, indifference, a low price, or unavailability of other brands should not be
Urgência
Devemos nos concentrar em empresas que precisam de entrega rápida ou que são mal interpretadas como padrões de compra fiéis à marca? Da mesma forma, compras frequentes ou regulares não devem ser entendidas como fidelidade à marca. As motivações subjacentes aos padrões de compra observados precisam ser seriamente examinadas.
