Variables of Segmentation: Industrial MarketsIndustrial marketing involves the marketing of goods and services from one business to another. The industrial gods are used in the industry for producing different end products. The segmentation of the Industrial markets takes into account the Size of Industry, Size of company, Location, Infrastructure, purchasing criteria and so on. These variables have been divided into 5 broad categories viz. Demographic variables, Operating Variables, Purchasing approaches, Situational Factors and Personal characteristics. Here is a brief discussion:
The demographic variables of Industrial market segmentation include the type of industry, type of the target company, its location. Some marketers target a specific type of industry while some marketers seek a group of industries to target. For example, a company, which produces clutch wires for motorcycles, may target a motorcycle company. On the other hand, a company which deals with multiple products such as Spoilers, GRP Components, GRP Panels, Car Styling Kits, Rear Parcel Shelves, Door Trim Panels, Injection Molding, Azdel Components, Tractor Body Parts etc. will look for a portfolio of target companies such as Automobiles, Trucks and Buses manufacturers, tractors and construction equipment manufacturers, Locomotives and Railways, Defense, Airport furniture manufactures, medical equipment, windmills and so on.........
Variables: Operating variables deal with the customer technologies, user and no user or heavy user status, and the customer capabilities.
Purchasing ApproachesSome companies have centralized purchasing while others have decentralized purchasing. Industrial marketing often involves competitive tendering. In this process, the purchasing organization undertakes to procure goods and services from suitable suppliers. This is normally done for high value of some purchases and the purchasing organization shall seek a number of bids from competing suppliers and choose the best offering. This is called strategic procurement. Organizational structure or power structure is also important criteria. This gives an insight into the general purchase policy of the buying organization.
These variables include the urgency, quick delivery or scheduled delivery of the goods and services. The other criteria may be specific application and size of the order.
Personal selling is very important & effective in industrial marketing because many products need to be customized to suit the requirements of the individual customer. Other criteria are buyer-seller similarity, attitude towards risk and loyalty of a industrial customer.
I. GEOGRAPHIC SEGMENTATION:
Dividing the market into different geographic units such as nations, states, regions, Ex- State-wise, City-wise Rural Vs Urban markets South Vs North
II. PSYCHOGRAPHIC SEGMENTATION:
- Buyers are divided into different groups on the basis of social class, lifestyle, and/or personality
- Social Class, ABC ... has a strong influence on the personâ€™s preferences in cars, clothing, home furnishing, leisure.....
- Lifestyle, product interests are influenced by lifestyles. In fact goods they consume express their lifestyles....
- Personality, brand personality & consumer personality, sincerity, ruggedness...
III. BEHAVIORAL SEGMENTATION
Buyers are divided into groups on the basis of their knowledge, attitude, use or response to a product.
Occasion, when they develop a need to purchase or use a product - Ex- breakfast cereals, Horlicks, Festival, marriage
Benefits, A powerful form, based on the benefits they seek from the product