Segmentation Variables for Business Markets
By birendra kunwar
on Tuesday, February 9, 2010
7:54 PM
, in
business market
,
segmentation
,
variables
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The industrial or business market is very large in size . it includes industrial institutional and reseller markets . since the buying activity in this market is mostly guided by logical reasoning the segmentation variables used are much simpler than in the consumer market . the common segmentation variables for industrial or business market can be grouped into geographic operating and purchase procedure variables.
Geographic variables
The location of the business becomes a primary segmentation variable as every business supplier has to decide its geographical boundary of operation in international marketing,the organisation has to decide as to which region or country of the world it wants to export . Similarly in domestic marketing it has to decide whether to sell to customers in urban or rural areas . since product needs and packaging requirements are affected by the climatic conditions the climate of the market is also used for segmenting the business market . for example a garment manufacturein nepal has to supply warm clothing in the hills and mountains while the plain region of tarai demands light type of clothing.
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