Marketing has various meaning to various people. Market segmentation means that businesses divide their markets into a few sections with similar features, so that they can target different groups of consumers and produce merchandise or service for them. It consist of geographic, demographic, psychographic, benefit and usage rate segmentation. Samsung geographic segmentation is world wide due to their phones being sold in 61 different countries. Slight variations in languages and applications are needed but the physical appearance of their phones is still the same. Samsung's demographic segmentation which is broken down into age, gender, income, ethic background, and family life cycle. The age factor is not really involved in Samsung segmentation but most of their users are young adults and enthusiastic people. Samsung products are beneficial to both male and female. Samsung products are offered with various features to different people based upon their income level. Samsung markets their merchandise to everyone so they don't have a specific ethic segmentation. Lastly, family life cycle is not an specific segmentation in Samsung since the target market hasn't changed. Samsung's psychographic segmentation includes individuals from teens to mid 30's who have a high interest new technology, tech savvy and can afford to buy it. Samsung's benefit segmentation is what the customers expect when they purchase their products which is unique appearance, new and updated features and reasonably priced. Finally, usage rate segmentation shows that Samsung is keen to the user status of its target consumer in order to better offer its product and therefore they are divided into former users, potential users, first time users, light/regular users, medium users and heavy users. Samsung mostly focuses on the heavy users since they are accountable for a sizable portion of product sales.
