Segmentation

Market segmentation theory assert that there are different groups of people with

different purchasing habits.Products and services are designed to meet the needs of

their customers or solve customer’s problems but, because not all customers share the

same needs, not all will purchase the same product. Market segmentation is the

technique of presenting a company's product to segments that want it, can afford it,

and know how to access it. Entrepreneurs who identify these segments based on

demographics, behaviors and desires can concentrate their marketing efforts on the

customers who are most likely to buy. Demographic segmentation is probably the

earliest application of the segmentation concept. For example, online music sales are

directed to the youth market. Segmentation based on price, distribution channel and

lifestyle are other ways to divide the market. They then can design their marketing

mix strategy to attract these consumers, appeal to their needs, and extend the product's

profitability (Scott, 2019). Market segmentation can be one of the techniques that

Sabbies Diner can use to present their product or services to attract customers.