Market segmentation criteria: what are the types and conditions for doing them
Posted: Wed Jan 22, 2025 12:17 pm
Nowadays, having a successful business requires the consideration of a number of variables, such as segmentation criteria. But, in the end, why is it so important to segment the market?
In marketing , segmenting the market is a basic condition for the effectiveness of facebook database strategies. We can even say that this step is essential to know who we should direct our marketing efforts to, since it allows us to identify the target group of the business.
Regarding the criteria, they are essential to divide an extremely heterogeneous market into more homogeneous sectors that are easier to monitor in terms of their needs, objectives and consumption desires.
That said, the importance of segmentation criteria is clear when it comes to brand positioning and business growth in its field .
The factors are extremely relevant for the development of companies, however, their adoption generates a great number of doubts even among the most experienced professionals. Is this your case?
So, continue reading our article until the end!
In its lines, you will find abundant information on the essence of segmentation, as well as fundamental aspects for the definition of increasingly uniform target groups.
Enjoy reading!
What is market segmentation?
What types of segmentation criteria exist?
What are the main market segmentation strategies?
Why is it important to have good segmentation criteria?
What is market segmentation?
Broadly speaking, market segmentation consists of dividing the public into clusters or segments based on certain characteristics.
This means that dividing a large group of consumers with different purchasing intentions, preferences and needs makes it possible to structure subsets that are much more homogeneous and aligned with the purpose of a business.
Market segmentation can therefore be carried out for a number of reasons, such as creating personalised marketing actions based on one or more buyer personas or structuring sales strategies adapted to the reality of a particular group.
In this way, we can say that market segmentation is carried out by putting one of the great challenges of marketing and sales professionals in the foreground: generating more sales.
The increase in conversion is a reflection of a considerable improvement in communication, since by homogenizing the characteristics of a group we can adapt the tone of voice and the content of the message, thus establishing a closer and more harmonious bond.
This increase is also due to the planning and implementation of personalized marketing campaigns, aimed at a specific group of consumers who show interest in the products or services that the company offers.
Characteristics of a market segment
Below are the 4 characteristics that define a segment:
Accessible
The group must be accessible and available, thus allowing for rapid measurement, analysis and evaluation of data.
Measurable
It is important that the consumer group can be quantified and measured.
Actionable
The target consumer group must be ready to support and enable the implementation of both campaigns and strategies.
Substantial
In order to generate results, it is essential that the group has the necessary amount to provide the expected profitability.
By dividing into clusters, companies are able to detect specific needs and expectations of a uniform set of consumers. In other words, the division into subsets takes into account certain characteristics such as age, socioeconomic level, among other factors that guide this segmentation. These are the criteria!
Just a second! Here I bring you some very valuable information:
If you want to delve deeper into this topic to orient your strategies towards qualified consumers, we invite you to take a look at our content on how to carry out a top-quality market segmentation .
Could geographic segmentation be a good segmentation criterion for your business? Find out more details on this topic by accessing our content !
Do you have questions about how to use these channels? Learn more by reading our post on social media marketing .
What types of segmentation criteria exist?
Criteria are variables that are considered when establishing and delimiting a target cluster. In other words, they are factors of both discrimination and relationship that are applied in order to differentiate the consumers that are really of interest to a brand according to its commercial challenges and goals.
Demographic segmentation
Demographic segmentation involves dividing the market into smaller segments based on traits such as:
age;
sex;
purchasing power;
marital status;
level of education;
profession;
ethnicity.
As this is a very general criterion, it tends to generate very broad clusters, which leads to a certain difficulty when detecting shared characteristics that may complement the demographic variable considered.
Taking this point into account, we can say that this criterion is useful, however, it should not always be used in isolation.
Psychographic segmentation
In recent times, psychographic segmentation has become one of the most popular and relevant criteria, since it encompasses people's lifestyle. Thus, a division into clusters based on psychographic variables can consider:
hobbies;
hobbies;
activities;
values;
attitudes;
interests;
personality;
character.
Initially, this criterion complements demographic segmentation . However, over time, professionals have detected its effectiveness as a single variable, adapting it to learn more details about the psychological traits of potential clients.
Behavioral segmentation
Among the segmentation criteria, it is worth noting that this may be the most subjective since it takes into account how the consumer behaves in relation to certain aspects and circumstances such as:
sensitivity to sales prices;
brand loyalty orientation;
detection of the benefits that the product or service offers;
characteristics of your shopping journey;
frequency of use of the brand solution;
average spending per purchase;
moment of acquisition, contracting or use.
Therefore, this criterion has the challenge of understanding the logic of consumer behavior by segmenting the group according to business perspectives regarding profitability and marketing.
Geographic segmentation
Based on the idea of defining a business's target group based on its geographic location such as a neighborhood, city, community, country or region, this criterion can generate excellent results when companies want to reach an audience with a fairly specific geographic location.
Otherwise, you may significantly reduce your reach and therefore restrict your business opportunities.
In this sense, we must emphasize that, despite being one of the most used variables, there is a plurality of opinions regarding its efficiency.
In marketing , segmenting the market is a basic condition for the effectiveness of facebook database strategies. We can even say that this step is essential to know who we should direct our marketing efforts to, since it allows us to identify the target group of the business.
Regarding the criteria, they are essential to divide an extremely heterogeneous market into more homogeneous sectors that are easier to monitor in terms of their needs, objectives and consumption desires.
That said, the importance of segmentation criteria is clear when it comes to brand positioning and business growth in its field .
The factors are extremely relevant for the development of companies, however, their adoption generates a great number of doubts even among the most experienced professionals. Is this your case?
So, continue reading our article until the end!
In its lines, you will find abundant information on the essence of segmentation, as well as fundamental aspects for the definition of increasingly uniform target groups.
Enjoy reading!
What is market segmentation?
What types of segmentation criteria exist?
What are the main market segmentation strategies?
Why is it important to have good segmentation criteria?
What is market segmentation?
Broadly speaking, market segmentation consists of dividing the public into clusters or segments based on certain characteristics.
This means that dividing a large group of consumers with different purchasing intentions, preferences and needs makes it possible to structure subsets that are much more homogeneous and aligned with the purpose of a business.
Market segmentation can therefore be carried out for a number of reasons, such as creating personalised marketing actions based on one or more buyer personas or structuring sales strategies adapted to the reality of a particular group.
In this way, we can say that market segmentation is carried out by putting one of the great challenges of marketing and sales professionals in the foreground: generating more sales.
The increase in conversion is a reflection of a considerable improvement in communication, since by homogenizing the characteristics of a group we can adapt the tone of voice and the content of the message, thus establishing a closer and more harmonious bond.
This increase is also due to the planning and implementation of personalized marketing campaigns, aimed at a specific group of consumers who show interest in the products or services that the company offers.
Characteristics of a market segment
Below are the 4 characteristics that define a segment:
Accessible
The group must be accessible and available, thus allowing for rapid measurement, analysis and evaluation of data.
Measurable
It is important that the consumer group can be quantified and measured.
Actionable
The target consumer group must be ready to support and enable the implementation of both campaigns and strategies.
Substantial
In order to generate results, it is essential that the group has the necessary amount to provide the expected profitability.
By dividing into clusters, companies are able to detect specific needs and expectations of a uniform set of consumers. In other words, the division into subsets takes into account certain characteristics such as age, socioeconomic level, among other factors that guide this segmentation. These are the criteria!
Just a second! Here I bring you some very valuable information:
If you want to delve deeper into this topic to orient your strategies towards qualified consumers, we invite you to take a look at our content on how to carry out a top-quality market segmentation .
Could geographic segmentation be a good segmentation criterion for your business? Find out more details on this topic by accessing our content !
Do you have questions about how to use these channels? Learn more by reading our post on social media marketing .
What types of segmentation criteria exist?
Criteria are variables that are considered when establishing and delimiting a target cluster. In other words, they are factors of both discrimination and relationship that are applied in order to differentiate the consumers that are really of interest to a brand according to its commercial challenges and goals.
Demographic segmentation
Demographic segmentation involves dividing the market into smaller segments based on traits such as:
age;
sex;
purchasing power;
marital status;
level of education;
profession;
ethnicity.
As this is a very general criterion, it tends to generate very broad clusters, which leads to a certain difficulty when detecting shared characteristics that may complement the demographic variable considered.
Taking this point into account, we can say that this criterion is useful, however, it should not always be used in isolation.
Psychographic segmentation
In recent times, psychographic segmentation has become one of the most popular and relevant criteria, since it encompasses people's lifestyle. Thus, a division into clusters based on psychographic variables can consider:
hobbies;
hobbies;
activities;
values;
attitudes;
interests;
personality;
character.
Initially, this criterion complements demographic segmentation . However, over time, professionals have detected its effectiveness as a single variable, adapting it to learn more details about the psychological traits of potential clients.
Behavioral segmentation
Among the segmentation criteria, it is worth noting that this may be the most subjective since it takes into account how the consumer behaves in relation to certain aspects and circumstances such as:
sensitivity to sales prices;
brand loyalty orientation;
detection of the benefits that the product or service offers;
characteristics of your shopping journey;
frequency of use of the brand solution;
average spending per purchase;
moment of acquisition, contracting or use.
Therefore, this criterion has the challenge of understanding the logic of consumer behavior by segmenting the group according to business perspectives regarding profitability and marketing.
Geographic segmentation
Based on the idea of defining a business's target group based on its geographic location such as a neighborhood, city, community, country or region, this criterion can generate excellent results when companies want to reach an audience with a fairly specific geographic location.
Otherwise, you may significantly reduce your reach and therefore restrict your business opportunities.
In this sense, we must emphasize that, despite being one of the most used variables, there is a plurality of opinions regarding its efficiency.