Mkt Segmentation Guide #8

Each product category has its own unique segmentation solution.

One can’t take a segmentation solution for automobiles and apply it to the soft drink category.  Nor can one take a segmentation solution for breakfast cereal and apply it to deodorants.  Each product category has its own uniqueness in terms of consumer behavior.

There are some research suppliers who have syndicated overall segmentation schemes for consumers across all product and service categories.  These research suppliers are competent; their overall segmentation schemes probably describe the aggregate behavior of consumers across all product and service categories.  The problem, however, is that consumer behavior varies by product or service category.  Thus, while this syndicated research may describe the aggregate behavior of consumers across all product and service categories, it fails to describe consumer behavior in any given product or service categories.  If you have access to such research, use it to assist you in your understanding of consumer behavior.  However, remember that it is not directly applicable to your product or service category.