Make good use of segmentation，make consumers like choices
Does anyone like me have very complicated feelings about McDonald’s coupons? We are eager to embrace it because it allows us to enjoy the benefits. We hate it very much because it makes every order full of inexhaustible collocation possibilities, which really consumes our energy. Yes, our choices have increased, but happiness has not increased significantly. And here, I’m just talking about choices and types of choices. So what if you add segmentation? As defined in Marketing: The Core（Hartley, S. & Kerin, R.）, market segments are the relatively homogeneous groups of prospective buyers that result from the market segmentation process. Each market segment consists of people who are relatively similar to each other in terms of their consumption behavior. Segmentation is a great way to create more choices. But too much choice can help to grow our business or confuse the customer? Obviously, it depends on whether the number of options you can choose exceeds the patience of your evaluation.
If you need to change your earphones, visit the official website of BOSE, which category of earbuds, an open ear, over-ear has won your favor? (There are only three possibilities for you to choose from here. You will not be confused, on the contrary, you can make a decision soon) What do you need is wired or wireless headphones? (Very good, only two options)
In addition, noise-canceling, wireless, sport, gaming headset, aviation headsets, sleep, etc., which one best matches your needs? (The number of options still within the acceptable range)
If you also consider comparing beats products. Okay, you only need to answer the question you just answered again. We have seen that successful companies tend not to make things difficult for their customers. For example, Starbucks, Apple, Tesla, etc. Market segmentation is to allow consumers to make the most suitable choices and strive to grow their business.
It can be seen that more choices will not lead to better enterprise development, but a reasonable market segmentation. The number of choices that do not exceed the customer’s evaluation and patience can help enterprises and consumers to establish a strong connection. When I need a gaming keyboard, I can easily choose Razer’s keyboard, but I use a cherry keyboard in the office. If one day, the keyboards of Razer, Cherry, Apple, Logitech, etc. are merged into an aircraft carrier keyboard company, which provides dozens of keyboard products with the same brand for different groups of people and different functional attributes. I think that I might be autistic in the selection process.
Individuals are different, and the possibilities for trying to generalize their choices will be inexhaustible. Individuals essentially show diversity in characteristics and behavior, and at times it may not be reasonable to generalize and subject a finding to a particular group of people.
Therefore, the choice is not as much as possible, but as appropriate.
