What is market segmentation?

Market segmentation is the process of dividing a broad market into subsets of consumers who have common needs and priorities. This approach allows marketers to effectively target specific groups rather than adopting a one-size-fits-all strategy. By identifying and segmenting these sub-groups based on shared characteristics—such as demographics, psychographics, geography, or behavior—businesses can tailor their marketing strategies, messages, and products to meet the specific needs of each segment. This targeted approach enhances the efficiency of marketing efforts, improves customer satisfaction, and ultimately drives better sales performance.

The other options do not align with the concept of market segmentation. Simply increasing product prices does not address the diversity of consumer needs within a market. Combining all potential customers into one target market overlooks the diversity that successful segmentation aims to recognize. Lastly, offering a uniform product to all segments fails to acknowledge that different groups may have specific preferences and requirements, diminishing the potential for effective marketing strategies.