Strategic approach to segmentation of market
Journal Title: Аграрна економіка - Year 2013, Vol 6, Issue 3
Abstract
The article presents explanation of the notion and kinds of segmentation and gives an improved definition. Special attention is paid to the improvement of approaches to strategic segmentation of market. Markets consist of customers, but they differ from one another by some various parameters. These parameters include different needs, resources, geographical position, purchasing attitudes and habits. Any of the mentioned variables can serve as a basis for segmentation of market. Many producers do not see the necessity to adopt their goods to satisfaction of each separate customer’s needs. In contrast, a seller finds out wide range of buyers, differing in their requirements to goods and/or their corresponding marketing reactions. On the other side, the seller can notice considerable differences between young customers and older ones. Segmentation by age criterion makes two segments, each one having three customers. Economics considers two approaches to the development of segmentation strategy: starting from investigation of established market conjuncture on common kinds of goods, finding actual and potential consumers and analysis of their attitude to new kinds of products; starting from establishment of conception about changes, characterizing each segment of consumers. Under such conditions market can be divided into five segments. Accuracy of calculation of each separate segment increases in case of segmentation of market, which is based on larger number of parameters. Their number increases and amount of customers in each segment gets smaller.
Authors and Affiliations
T. Kohana
Keywords
Related Articles
- EP ID EP596207
- DOI -
- Views 81
- Downloads 0
PECULIARITIES OF INTEGRATED STRUCTURES DEVELOPMENT IN AGRARIAN SECTOR OF UKRAINE’S ECONOMY
The article studies peculiarities of development of integrated structures in agrarian sector of Ukraine’s economy. The author defines essence of integrated structures, determines main forms of them, established by agricu...
Оцінка перспектив розвитку експорту послуг з України
The essence of world market, services meaning for the global and domestic economy, the main characteristics of services as an economic relations object are analyzed. Economic analysis of export-import services dynamic in...
Paradigms of current state of agricultural enterprises
The results of the survey on loans for agricultural companies are presented. The content of the main approaches to the study of credit relations of agricultural enterprises is researched. The interest rates and attractin...
EVOLUTION OF THE MODERN SCIENTIFIC PICTURE OF THE WORLD
The article is dedicated to the evolvement of modern scientific picture of the world, its movement from classical to non-classical form. Various pictures are analyzed from the perspective of modern use as a result of the...
FEATURES ADVISORY ACTIVITIES IN LVIV REGION
The article substantiates the importance of agricultural advice as one of the most important tools for support and development of the agrarian sector of the country, improving the efficiency and profitability of agricult...