Features of types of customer segmentation in the B2C sphere

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Consumers vary greatly in their level of motivation. Some really need your product and want to buy it as soon as possible, while others are just curious but not ready to make a purchase decision right away. It makes sense that everyone should be approached differently. Customers get used to an individual approach and expect it in all situations.

A company that understands how its customers use its products makes offers that are tailored to their needs. For example, if you sell a large family car, there is no point in offering it to a single qatar mobile phone numbers database person who values ​​mobility and speed, but comfort and spaciousness are not a priority for him. Even if you convince him to buy such a car, it will not satisfy his needs 100%, he will be dissatisfied and will readily share his negative emotions with others, which can damage the reputation of your company and brand.

Personalization of offers is relevant for both B2C and B2B clients. When segmenting, it is important to select the criteria for grouping consumers that correspond to the specifics of your business and help analyze potential and actual clients.

In the B2C sector, where goods are sold to individuals, many methods of segmenting customers into groups have been accumulated. Today, the greatest interest is in identifying the motivation for purchases (explicit and hidden), methods of purchasing and using products.

But socio-demographic parameters will clearly be insufficient for a complete picture of audience behavior, since there will be several large general segments weakly connected with people's purchasing behavior. Gender, age and other formal characteristics determine market behavior only to a small extent.

Segmentation by behavior is much deeper: it helps determine lifestyle, values ​​and preferences, behavioral strategies, reactions to new products, and options for using the purchased product. That is, we can understand what triggers to influence, what rational arguments to apply, and what communication channels to use, how to design product packaging and a store window to motivate a particular group to buy our product.

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Here are some sample criteria by which you can conduct behavioral segmentation of customers:

Preferred places to purchase goods: specialized points of sale, online stores, hypermarkets, discounters, etc.

Frequency of purchases: weekly, twice or three times a week, monthly, quarterly, annually, etc.

What is more important when buying (what is the benefit): the quality of the product itself, service, low price, speed and convenience of purchase, etc.

Reason for purchase: normal everyday purchase of goods or a holiday, special occasion.

It is necessary to describe the client base and expand the list of these criteria until enough information has accumulated to divide the audience into groups.

In general, the B2C sector is characterized by greater freedom. This includes a huge target audience, a relaxed tone of communication with the consumer (including addressing them informally if the advertising campaign is aimed at teenagers and young people), and the active use of emotional and figurative means in building the image of a company or brand. The B2B segment requires restraint and seriousness: marketing messages must remain within the framework of businesslike, rational communication.