Page 19 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Geographic Market Segmentation.

Marketers may categorize consumers based on their places of employment, residence, and travel by using

geographic segmentation. Marketers may utilize this information to craft messages that appeal to consumers'
purchasing behaviours because geography has a big impact on them.

Various geographic segmentation factors are used by marketers, such as zip code, nation, region, state,
province, town, or climatic zone. Incorporating culture and population density—whether urban or rural—into

their market research is also essential. These geographic factors will affect the issues locals confront and the

solutions that marketers can provide.

One advantage of geographic segmentation is that it makes data collection using internet data sources very

simple. Additionally, marketers may refine their messaging for a particular location's target population or
combine it with other segmentation techniques.

For example, there are several methods for differentiating your target audience according to their residence.

McDonald's is a good example of how effective this segmentation technique is. McDonald's is the largest
restaurant chain in the world, with more than 37,000 locations throughout more than 120 markets. The fast-

food restaurant business splits its target market based on cities, regions, and countries before tailoring the
menu to suit regional tastes. The tastes of these various market groups are quite diverse, and McDonald's does

a great job of localizing its offerings. Rather than trying to force a beef burger, or Big Mac, on Indian

consumers and hurting their feelings, they came up with the Maharaja Mac, which is essentially a Big Mac
without any pork or beef. McDonald's modifies their product line up to suit the specific regional and cultural

context. This enhances their business's reputation and financial results in addition to demonstrating respect for
regional customs and values.

Benefits of Market Segmentation.

Marketing managers may get more knowledgeable about the demands and desires of their clients by

segmenting the market. This makes it possible for them to more precisely and ethically "tailor" the company's

marketing initiatives to the preferences of specific clients. Businesses may meet and even surpass the needs of
their clients with the help of segmentation marketing. They could also be able to assess the advantages and

disadvantages of the rivals. They succeeded to find business opportunities in markets that were overlooked in

this way.