2Finding Common Factors among Similar Consumers
Segmentation is of course important when you're developing a new product, but it becomes even more important when you already have a developed product and you're going to use the product‐based approach to marketing.
With many fields already crowded with companies and with the diversification in consumer lifestyles, the needs and wants of customers cannot be satisfied with just one product. Consequently, most companies narrow their target and develop their business based on that. To differentiate their products from the competition, companies divide consumers into groups and target only one group to expand their business.
This process of dividing the market into groups is called segmentation, and each group is called a segment. This is a very important factor in connecting your customers with your product and company. Even if you have a good product or service, if you pick the wrong segment to sell to, you won't be able to make them happily buy your product.
In the story, Logi divided Tamaya's customers into the young and single group, the family group, the senior citizen group, and the teenager group. Just like this, by imagining, studying, and observing the customers who use your company's product, you will also be able to divide them into groups. By picking the group ...
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