| Abstract | Segmentacija uvelike utječe na ponašanje potrošača, na njihove osobne i društvene čimbenike, psihološke procese i ponašanje pri kupovini. Potrošači su raznoliki, razlikuju se u svojim potrebama i imaju drugačije osobne i društvene čimbenike, drugačije percipiraju i shvaćaju proizvode i kupnju. Razlikuju se prema demografskim, geografskim, psihografskim i biheviorističkim karakteristikama. Primjerice umirovljenici i tinejdžeri mogu drugačije gledati na kupnju knjiga. Većini tinejdžera je dosadno čitati pa će izbjegavati kupovati knjige. Umirovljenici dosta kupuju knjige jer im je to zanimacija u njihovo slobodno vrijeme, koje najviše vole provesti šetajući ili čitajući knjigu. Isto tako, biciklisti drugačije doživljavaju, percipiraju biciklu nego motociklisti: njima je ovisnost za treningom, za vožnjom bicikle, i za rekreacijom dok je motociklistima ovisnost uživati u vožnji motorom po lijepom vremenu.
Segmentirati treba upravo prema potrošačkim potrebama. Segmentacija je bitna jer se njome dijeli tržište, u tržišne skupine (segmente), i odabire se onaj segment za koji se smatra da najviše odgovara proizvodima.
Tržište se može segmentirati na više načina: demografski, geografski, psihografski i bihevioristički (prema ponašanju). Prva dva su stariji načini segmentacije dok su posljednja dva, psihografski i bihevioristički moderni načini segmentacije, koji se danas češće koriste. Psihografskom segmentacijom segmentiraju se ljudi prema njihovoj osobnosti, životom stilu. Dakle to je segmentacija ljudi prema njihovoj mudrosti, pameti, tvrdoglavosti, te dali su viši, srednji ili niži sloj, kolika je njihova spremnost plaćanja, koji su njihovi hobiji, interesi i razmišljanja. Biheviorističkom segmentacijom segmentira se tržište na temelju njihova ponašanja pri kupovini. Kakva je njihova spremnost plaćanja, koliki je njihov stupanj obrazovanosti, znanja i informiranosti o proizvodu, kakvi su općenito potrošači; jesu li lojalni, nelojalni, podijeljeni ili prevrtljivi potrošači, zatim kakve oni koristi imaju proizvoda, koliki bi bio intenzitet njihova korištenja. Ove dvije segmentacije su puno važnije od demografske i geografske jer su potonje previše općenite; segmentacija prema spolu, prema generaciji i dohotku, i prema dobi, a geografska prema kontinentu, narodu, regiji nam tek otkrivaju općenite informacije potrošača. Sa psihografskom i biheviorističkom segmentacijom se više ulazi u glave potrošača, istražujući njihovu osobnost i životni stil prema psihografskoj segmentaciji te razinu lojalnosti, obrazovanja, spremnost plaćanja kod biheviorističke segmentacije. |
| Abstract (english) | Segmentation greatly affects consumer behavior, their personal and social factors, psychological processes, and buying behavior. Consumers are diverse, differ in their needs and have different personal and social factors, perceive and understand products and buy differently. They are distinguished by demographic, geographic, psychological and behaviorist characteristics. For example, retirees and teenagers may look differently at buying books. Most teenagers are bored to read and will avoid buying books. The returnees buy a lot of books because it is their interest in their free time, which they prefer to spend walking or reading a book. Similarly, cyclists experience differently, perceive bikes rather than motorcyclists: they are addicted to training, biking, and recreation while motorcyclists depend on riding a motorcycle at a good time. Segment needs to be tailored to the needs of consumers. Segmentation is important because it shares the market, the market segments, and the segment that is considered to be the most suitable product is selected.
The market can be segmented in several ways: demographically, geographically, psychologically and behaviouristly (by behavior). The first two are older segments of the segmentation while the last two, psycho-psychological and behaviorist modern forms of segmentation, which are more commonly used today. Psychographic segmentation segments people according to their personality, life style. So this is the segmentation of people according to their wisdom, mind, and stubbornness, and they have a higher, middle or lower layer, their willingness to pay, their hobbies, their interests and their thinking. Behavioral segments segment the market based on their buying behavior. What is their willingness to pay, what is their degree of education, knowledge and information about the product, what consumers are generally; Whether they are loyal, unmanageable, subdivided or frustrating consumers, then what they are using products, what would be the intensity of their use. These two segments are much more important than demographics and geography because the
latter are too general; Segmentation by gender, generation and income, and by age, and geographically to the continent, the people, the region only reveals the general consumer information. With psychological and behaviorist segmentation, more people enter the consumer heads, exploring their personality and lifestyle according to the psychodrama segment, and the level of loyalty, education, and willingness to pay for behavioral segmentation. |
