MARKET SEGMENTATION AND CON-SUMER TARGETING

Abstract

Market Segmentation and Consumer Targeting represent key concepts of modern marketing that enable companies to respond more effectively to increasingly complex market demands. The subject of this paper is the analysis of theoretical and practical aspects of market segmentation and the selection of target consumers, with particular emphasis on contemporary methods and strategies applied in the digital environment. Market segmentation implies the division of a heterogeneous market into homogeneous groups of consumers based on specific criteria such as demographic, geographic, psychographic, and behavioral factors, while targeting refers to the selection of the most attractive segments for the placement of products and services. The methodology applied in this paper is based on the analysis of relevant domestic and international literature, as well as case studies from practice. Special emphasis is placed on the importance of digital technologies and data analysis in the process of segmentation and personalization of marketing activities. The research results indicate that proper segmentation and adequate targeting contribute to increased efficiency of marketing strategies, better satisfaction of consumer needs, and the achievement of competitive advantage in the market. It is concluded that the combination of different segmentation criteria, along with the application of modern analytical tools, forms the basis for successful customer relationship management and long-term sustainable business.