Market Segmentation In Nigeria; The Economics Of Needs Placed Accordingly

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Market Segmentation is the division of market so as as to allow customers or potential buyers to understand the group or sub groups which they fall into when buying or seeking products and services. Without further questions, Segmentation reduces time wastage and allows for the use of specifications to provide for the need of potential customers. In Nigeria market Segmentation is at its Peak especially when it's there different types of customers, classification of needs, clarification of people and different satisfaction. It's something that makes provision of services to be rather concise rather than ambiguous and an analysis of behavior to bring out the major Segmentation types is something that makes it a relief to have what you're seeking for in mind, going for it, getting it and getting off at a really convenient timing. Marketing starts and ends with a consumer and things like market Segmentation aims at making sure a Consumer's needs are not just met but realised to a 100% marginal satisfaction.

There are of course bases of Segmentation and these are the criteria present in a market division and these bases includes geographical division, demographic division and psychographic division. In Nigeria one of the most effective method of market Segmentation is through Psychographic division and why is this? Psychographic division makes appropriation to income and lifestyle. For example the we have more average earners in Nigeria more than than people who are fairly wealthy, so the markets segments for this. For example a piece of designer cloth in a place like ShopRite Alausa, Lagos Nigeria might go for about ₦19,900 meanwhile this same piece of cloth will go for ₦4,000 In a katangowa Second class market the reason is because the first market matches the sophisticated lifestyle of high income earners while the second provides for the average earner and the quality involved hardly varies, the "Chinese are one manufacturers that utilises the Psychographic division* to attend to all class of people and individuals especially when it comes to technology


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lifestyle and income


Demographic Segmentation


Demographic Segmentation is the second most effective form of division and why is this? Nigeria is a large populace and hence some particular manufacturers and organisations deems it fit to segments the market based on age, sex and size. When we look at the company that produces moulfix diapers their specifications or Segmentation is basically children products and that falls on age, they also utilise size since they not all babies will use same size diapers. In essence a customer who has a baby will know that moulfix diapers is the place they need to go when buying anything from age 0 to age 2 years
So also some stores that retails clothings also bases their market on either feminine or masculine products, this helps them become better at servicing since their focus will be to supply on a particular sex. Many boutique in Nigeria does this, they call it men wears or female so also does tailors and dress makers. In the society I grew up into, males makes male dresses and females makes female dresses so the mind of a consumer will have already been set and this will reduce time wastage when searching for a particular service provider.


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Geographical Segmentation


This is divisions based on geographical locations, target cities & audience, villages, capitals, rural and urban settings States, government and also private residential areas. Now a particular brand that sells and cuts across let's say a continent like Africa will actually have to segment based on geographic setting, Pepsi and Coca Cola for example are brands that cuts across Africa and the basic reason why they'll have to segment based on geographical setting is because the consumption need of each and ever consumer might be dependent on their location, for example Nigerians like to have more for paying less and this means they get to buy Pepsi plastic bottles that comes with 20% extra. In South Africa however this need might not be the same* and that's why a certain brand in different locations and cities will have brand Managers and brand teams that will likely do their findings make analyses and find out what suits the particular region they're based into.



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Greetings @josediccus. Good to hear from you, that is very great post shared about marketing. Thanks for sharing.

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