MARKET SEGMENTATION

It is the marketing process of organization to have the right marketing activities to the appropriate
consumers o para mas maging better or mas ma- satisfy ang customer needs and wants.
5 TYPES OF MARKET SEGMENTATION
*GEOGRAPHIC SEGMENTATION
Dividing market into geographical units such as countries, regions, or cities kagaya sa pagkain, mayroong
iba’t iba o kanya kanyang tastes and flavors ang particular coutry, ganoon din sa business, mayoong kanya
kanyang target market.
*DEMOGRAPHICAL SEGMENTATION
Bumabase on age, gender, income and occupation para alam ng marketers yung needs and wants ng target
nila.
*PSYCHOGRAPHICAL SEGMENTATION
Bumabase sa personality traits or yung mga interests, aspirations and lifegoals ng consumer or customer.
*BEHAVIOURAL SEGMENTATIONS
Naka base kung saan pwedeng magamit ng consumers like pag may occasions
And also marketers need to know the consumptions of users like user status or kung first time user ba sila
nito or regular user sya nang product na binibenta mo.
*FIRMOGRAPHIC
Same as demographic pero hindi for individuals, naka base ito sa organizations.
MARKETING RESEARCH
Pangongolekta ng impormasyon tungkol sa pangangailangan nang kumpanya or to get information about
new products and consumer preferences.
WHY MARKET RESEARCH IS IMPORTANT?
It is important to provide consumers needs and wants and para na rin ma achieve ng iyong business ang
customer satisfaction.
2 TYPES OF MARKET RESEARCH
*PRIMARY
Binubuo ng impormasyon na nakolekta galling sa mga surveys and interviews.
(Qualitative Research- Understanding human behavior or giving descriptive information.
Quantitative Research- it is usually generated by asking questions with no choices or direktang sagutan
lang.
it is important kasi nakukuha mo yung need sa specific target mo,

*SECONDARY
ang nakapaloob naman dito yung mga companies sales history, parang nirereview nalang ng mga marketers
yung nagawa na nila before na pwedeng i-improve.
 MARKETING RESEARCH
-First, what is Marketing Research and What are the role of “Research” in Marketing?
-Ito yung pangongolekta ng impormasyon tungkol sa pangangailangan nang kumpanya or to get information
about new products and consumer preferences, and para rin malaman yung kakayanan ng business mo bago ka
mag invest ng money.
-Marketers need research in order to get to know their customers better, and also business owners need to study
the viability o yung kakayanan ng business nila bago sila mag invest ng malaking money o maliit man yan diba
alangan naman gumastos ka ng money pero wala kang alam kung para saan ka gagastos o kung ano yung pag
gagastusan mo.
-masasabi mong advantage din to kasi,
:heres an example, pero naibigay na to ni sir before, isisingit ko lang.
When you are thinking of buying a new phone or laptop, do you ask for recommendations? Do you read
reviews online to see which brand or model is the best for your budget? Diba you ask a saleperson frst before ka
mag invest ng money? Well if you do, then you are doing the most basic type of research, nage gets nyo ba?
because you want to acquire more information before you purchase eh, you tend to ask questions and search
online para malaman mo kung ano yung suitable para sayo at sa budget mo. Gaya lang din ng companies yan,
they need to gather information and also insights from their customers para ma provide nila ang akmang
products for them.
Also using customer insights is important in building a good relationship with consumers. Pag sinabi nating
Insights? ito ay deep understanding diba. When you use customer insights this can help to communicate and
understand their consumers better.
THREE KEY OBJECTIVES OF MARKET RESEARCH
First, is the ADMINISTRATIVE
Help a company or business development, through proper planning, organization, and both human and
material resources control, and thus satisfy all specific needs within the market, at the right time.
Dito pumapasok yung Setting Goals and Establishing Strategies, Developing a Marketing Plan. Developing a
Marketing Plan is the most proper and effective planning to help a company development. So what is Marketing
plan?..... It is a written document na naglalaman ng detailed analysis ng current market situation, mga industry
trends, opportunities at mga plano ng pag aksyon. Syempre Marketing Plan should be relevant o naka ugnay sa
organization mo para matugunan ang lahat ng specific na pangangailangan.
- Ito yung pag bbrain storming ng mga nakapaloob sa business or administration, like naglalapag sila ng mga
kanya kanyang idea para sa mga specific na needs, or gumagwa sila ng plano sa pag conduct ng research,
Next, is SOCIAL
Satisfy customer’s specific needs through a required product or service. The product or service should
comply with the requirements and preferences of a customer when it’s consumed.
Ito naman yung Customer satisfaction, kasi diba Customers are the lifeblood of every business.
-Bilang isang pamilihan maaari kang makaharap ng isa pang pamilihan na makakalaban mo or
makakacompitensya mo, ….. so para ma satisfy mo yung customer na lalapit sayo make sure na maibibigay
mo yung product na worth para sa pera nila at para na rin sa kanila lalo na kapag nabili na nila yan, kasi
mamaya sa una lang pala maganda. Gets ba? eh what if hindi mo nabigay yung gusto nung customer? Edi
lilipat nalang sa kabilang tindahan yan) dahil kung hindi mo man nameet yung expectation nung customer it
means na nagkulang ka sa research, nagkulang ka sa pag gather ng information about customers possible
preferences. Halimbawa nalang nagtitinda ka ng mga sabon sa katawan, tapos ang gusto ni costumer for
whitening and moisturizing, pero ang tinda mo puro pang whitening lang na sabon? Tapos sa kabila may
moisturizing na may for glowing skin pa? edi ligwak yang business mo? That’s why you should comply all the
requirements for your product to provide customers need and wants para makakuha ka din ng isang
pangmalakasang feedback.
-Ito yung customer target kasi gusto mong ma satisfy yung customer mo sa mga product mo. Dahil less sales
if hindi nacomply yung needs and wants ng target consumer.

Next, is ECONOMICAL
Determine the economical degree of success or failure a company can have while being new to the market,
or otherwise introducing new products or services, and thus providing certainty to all actions to be
implemented.
-Ginagawa ito upang matukoy tungkol sa kung paano nakikipag-ugnayan ang mga tao sa antas ng ekonomiya o
yung lahat ng kanilang mga desisyon sa pagbili at pagbebenta.
-nakatukoy naman ito sa Lugar kung saan maganda itayo yung business mo, kung sa tingin mo papatok ba
yung product mo sa lugar na ito.

WHY IS MARKET RESEARCH IMPORTANT?

Syempre Ang pagkakaroon ng higit na pag-unawa sa iyong Business, Organization or Market place from the
very start ay mabibigay daan sayo to create a good business strategy to establish and grow or palaguin ang
iyong business into a better one. Kasi kung babaliwalain mo lang yung Marketing Research anong mangyayari
sa gagawin o itatayo mong business? Paano kung wala kang kalam alam sa mga nakapalibot sayo? Anong
mangyayari sa buisnness mo? Diba, that’s why Marketing research is Important.

THE PURPOSE OF RESEARCH

Gaya nga ng sabi ko kanina gathering information to provide Customer needs and using customer insights in
building a good relationship with consumers. Advantage with competitors kapag nagtitinda ka ng sabon
Kailangan nandun na lahat wag yung basta bumubula lang, kailangan may pang moisture na may pangpaputi na
may pabango pa, para lamang na lamang sa mga competitors mo.
CUSTOMER NEEDS – ito yung pag alam ng customer needs para ma provide mo yung akmang prducts for
them.
ADVANTAGE OVER COMPETITORS – kaya ito tinawag na advantage, kapag nag conduct ka ng maayos
at magandang research, mag iistand out yung business mo compare to other.
PRECISE CONSUMER TARGET – ito yung pag alam ng saktong target consumer mo sa iyong business.
DETERMINE DEMOGRAPHICS – ito naman yung pag alam ng age, sex, education or income ng target
market mo.
PROVIDE CONSUMER INSIGHTS – kagaya ng feedback from your consumer, ito yung pag alam mo
kung ano pa sa tingin mo yung ii-improve mo sa product mo.
RELEVANT INDUSTRY INFO – ito yung Halimbawa nag titinda ka ng mga foods dapat food lang yung
ibebenta mo hindi mo pwedeng Haluan ng mga clothing or beauty products. dapat naka inline yung product na
ibebenta mo.

11 steps
 1. ESTABLISH THE NEED FOR MARKETING RESEARCH
- Pag aapply sa nagather na na information, Patatatagin o patitibayin yun mga kailangan natin na
information, para maging eksakto ang lahat, kagaya ng mga tauhan or yung budget na ipapasahod sa
mga tauhan and yung time.
2. DEFINE THE PROBLEM
- Ito yung pagtukoy ng problema. Para matukoy yung problema, kailangan I list down yung specific
na problema. Like bilang isang business owner kailangan naka subaybay ka sa business mo para
malaman mo kung ano ang problema o nagiging problema ng business mo.
3. ESTABLISH RESEARCH OBJECTIVES
- Kailangan pang palakasin yung research para sa specific na target, or kailangan ma clear lahat ng
information na need mo para sa specific na objective.
4. DETERMINE RESEARCH DESIGN
- Dito mo aalamin yung prduct mo kung too epensive ba sya, o kung papatok b sya sa lahat
EXPLORATORY -exploring abt product. Kung mahal ba sya or tama lang, kung Malaki ba yung
tutubuin mo sa product mo.
DESCRIPTIVE -dito matutukoy kung masasatisfy ba uung customer, or nakuha ba yung attention
ng product mo yung customer
CAUSAL -
5. IDENTIFY INFORMATION TYPES AND SOURCES -
Primary - Aalamin mo yung sources o yung type ng product mo. O yung tutuklasin mo yung magiging
literal na problema.
Secondary, yung predicted o alam mo na yung magiging problema. That why always look for the first.
6. DETERMINE METHODS OF ACCESSING DATA
- Makakakuha ka o nakakuha ka na ng idea thru observing customer
7. DESIGN DATA COLLECTION FORMS
- Dito yung pag alam kung nasatisfy ba o hindi yung customer.
8. DETERMINE THE SAMPLE PLAN AND SIZE
- Sample plan kung gaano kadame, gaano kalake yung budget, kung madami kaya ang bibili ng
product mo.
about alamin kung gaano kalaki yung population kung sasakto ba dami ng product.
9. COLLECT DATA
- Dapat maging solid o dapat totoo yung info na nakuha mo. Dahil kung hndi totoo pwede itong
ikabagsak ng business mo.
10. ANALYZE DATA
- Dito mo malalaman kung totoo ba yung info na nagather mo. Dito mo namomonitor yung
information mo.
11. PREPARE AND PRESENT THE FINAL RESEARCH REPORT
- Dito yung nakuha mo na yung data, or ipepresent nyo na sya sa dahil nagather nyo na yung kulang
na infos na need nyo like nakuha nyo na sya ng kabuuan.

MIS ito yung pag bigay ng sapat na kaalaman sa iyong business, para makkuha ng dskarte.