The market consists of buyers and each buyer is different in one or many things. The difference may be the desire, resources, location, behavior and practice of buying it. Any variable can be used to separate the market or market segmentation (Kotler, 1992: 352-352)
Basic manufacture of Consumer Market Segmentation
1. Geographic segmentation
Geographic segmentation divides the market into several geographical units such as state, regional, state, country, city or neighborhood.
2. Demographic segmentation
This type of market segmentation to separate into groups based on demographic that acre Such variables as age, gender, family size, family life cycle, income, education, religion, race and nationality. Measured variables are easily than most other types of variables.
3. Segmentation Psikografi
This segmentation divides buyers into different groups based on social characteristics, lifestyle or personality. Different people in the same demographic group can have different characteristics psikografi.
- Social class
4. Behavior Segmentation
Segmentation classifies customers based on knowledge, attitudes, use of, or their reaction to a product. Many marketers believe that the variable behavior is the best start to form market segments.
Segmentation is further divided into several segments, namely:
- Benefits sought
- User status
- Level of Use
- Status of loyalty
Benefits and Weaknesses Market Segmentation
Benefits of market segmentation include:
a. The company will be able to detect early and precise about trends in the ever-changing marketplace.
b. Able to design the right product in accordance with market demand.
c. Can determine the most effective advertising.
d. Can distinguish between the segments to each other.
e. Can be used to determine the nature of each - each segment.
f. Can be used to find segments where the greatest potential.
g. Can be used to choose which segments will be targeted segments.
The weakness of market segmentation among others:
1. Higher production costs
2. The cost of research or market research increased
3. Higher promotional costs
4. The possibility that competitors will face a similar segment. So that could be happening unfair competition, such as cannibalism among manufacturers for the product and the same segment.