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Pengertian dan Tujuan Segmentasi Pasar

By admin - Mon Jun 18, 5:10 pm

Segmentasi pasar sangat penting untuk menentukan target mana yang akan Anda bidik. Segmentasi pasar ini sejatinya dibagi menjadi 3, yaitu segmentasi pasar menurut demografi, psikografi dan pasar relung. Segmentasi pasar digunakan sebelum Anda melakukan riset pasar. Berikut adalah beberapa uraian yang harus Anda fahami. Jenis pertama adalah segmentasi pasar menurut demografi. Segmentasi pasar jenis ini merujuk pada data statistic penduduk, termasuk rata-rata umur, pendapatan dan pendidikan. Selanjutnya, geografis merupakan penilaian pasar berdasarkan pada wilayah setiap Negara, kawasan, propinsi maupun kota.

Segmentasi pasar

Sedangkan demografi adalah penilaian pasar berdasarkan pada jenis kelamin, usia, pekerjaan, agama dan juga pendidikan. Misalnya, yang suka nongkrong di kafe adalah mahasiswa atau pekerja muda, laki-laki dan wanita aktif, usia antara 19 – 30 tahun dengan uang saku sekitar Rp 2.000.000 – Rp 3.000.000 sebulan. Sedangkan untuk psikografi adalah menggunakan demografi untuk menentukan perilaku dan selera segmen tertentu seuatu populasi. Psikografi mengkaji gaya hidup, misalnya kemana mereka berbelanja, kemana mereka berlibur, bagaimana mereka membelanjakan uang mereka, hiburan apa yang mereka lakukan, dan lain sebagainya.

Segmentasi pasar psikografi ini meliputi lifestyle. Misalnya, mahasiswa dengan uang saku sebesar Rp 1 juta- Rp 2 juta lebih suka berbelanja baju dan sepatu di mall daripada di distro. Jenis ketiga adalah pasar relung. Jenis segmentasi pasar ini meliputi populasi yang memiliki kesanaan karakteristik, kebiasaan berbelanja, kepentingan dan lain sebagainya. Misalnya mahasiswa di daerah Semarang suka nongkrong di angkringan sampai berjam-jam, mirip dengan kebiasaan mahasiswa di Jogjakarta.

Jadi, berdasarkan jenisnya, segmentasi pasar ini merupakan proses dimana pasar dibagi menjadi para pelanggan yang terdiri atas orangorang dnegan berbagai macam kebutuhan dan karakteristik yang sama yang mengarahkan mereka untuk merespon tawaran produk tertentu dengan cara yang sama. Manfaat segmentasi pasar juga sangat beragam. Manfaat pertama adalah untuk mengidentifikasi pengembangan produk baru. Dengan segmentasi pasar, Anda bisa menganalisis berbagai segmen pelanggan yang potensial dan untuk menunjukkan minat-minat spesifik yang tidak mampu terpuaskan oleh produk pesaing.

Segmentasi pasar juga mempunyai manfaat kedua, yaitu membantu mendesain program-program pemasaran yang paling efektif. Dengan segmentasi pasar, Anda bisa memusatkan perhatian pada suatu golongan tertentu. Hal ini tentu saja akan memudahkan Anda dalam menetapkan harga yang sesuai dengan kondisi ekonomi mereka. Manfaat ketiga adalah emperbaiki alokasi straetgi sumber daya pemasaran. Segmentasi-segmentasi yang didefinisikan dengan baik, ketika berpadu dengan produk-produk spesifik akan bertindak sebagai pusat investasi potential untuk bisnis.

Ada banyak cara untuk mensegmentasi pasar, namun tidak semua segmentasi efektif. Terdapat beberapa faktor yang harus dipertimbangkan untuk melakukan segmentasi pasar yang efektif. Keempat faktor tersebut adalah:

  1. Dapat Diukur (Measurability), yaitu informasi mengenai sifat-sifat pembeli yang mencakup ukuran, daya beli dan segmen yang dapat diukur. Misalnya, jumlah segmen masyarakat kaya sebagai calon pembeli mobil yang dijadikan segmen penjualan mobil Toyota Kijang.
  2. Dapat dijangkau (Accessibility), yaitu segmen pasar dapat dijangkau dan dilayani secara efektif.
  3. Besarnya cakupan (Substantiality)yaitu tingkat keluasan segmen pasar dan menjanjikan keuntungan bila dilayani. Suatu segmen sebaiknya merupakan kelompok yang homogen dengan jumlah yang cukup besar, sehingga cukup bernilai jika dilayani dengan program pemasaran yang disesuaikan.
  4. Dapat dilaksanakan, yakni program yang efektif dapat dirancang untuk menarik dan melayani segmen tersebut. Sebagai misal, walaupun sebuah perusahaan angkutan antar kota mengidentifikasi sepuluh segmen pasar, namun stafnya terlalu sedikit untuk mengembangkan pemasaran terpisah bagi tiap segmen.

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