See also: Segmentation

1. # TO AMALGAMATE #
2. The segmentation consists in cutting out the heterogeneous market under - homogeneous and distinct units composed individuals having common characteristics and behaviors.

These under - units must be: - homogeneous (individuals with the behavior of consumption close relations) - accessible (being able to be reached by specific mercatic actions) - profitable. These cuttings are implemented starting from the information collected by the quantitative investigations: Two types of questions/answers: - on their behavior of consumption - on their particular characteristics One from of deduced several possible types of segmentation thus.

criteria of segmentation - Socio-demographic (sex, size of the hearth, income, educational level…) - geographical (place, climate, type of dwelling…) - psychographic (personalities…) - behavioral (consumed quantities, required advantages…)

the choice of the criteria of segmentation must be: - relevant - measurable - accessible

target = a group of people having same waitings with respect to the product. The segmentation makes it possible to highlight the degree of heterogeneity of a market and commercial opportunities which result from it. One can create a classification RFM (Récence, Fréquence, Montant) to create a classification which facilitates this segmentation. -->

This concept relates to the Anthropologie/the Sociologie/the Démographie.

The segments of population result from investigations making it possible to divide the individuals of a population in various groups.

This distribution requires multicriteria analyzes:

• criteria of situation: sex, age, profession…
• but also criteria of behavior: practices, in particular of consumption.

This term recuts that of Social class, which is a Classe of equivalence for a relation Sociale. For example, the relation " to belong to the Socioprofessional category ouvriers" the social class of the workmen defines as the segment of population (the whole of the individuals) who check this relation (which belongs to this Socioprofessional category).

Practical use

The idea is to identify the segments in order to be able to join the individuals who compose them, and also to include/understand their waitings and their behavior, with aims of:

• Marketing of produced S and service S (targeting of the offers of product and the promtionnelle communication). Detailed article: strategic Segmentation
• political Marketing;
• social organization (town planning…) ;
• etc

to see too

• Socioprofessional category
• Class struggle
• Class consciousness
• Regulation

Random links:

High-Goulaine | Frederic-Guillaume Raiffeisen | Stunner | Giuliano Giannichedda | Schröcken