The Segments of the Geographic Distribution of Customers
Geographic segments have a major role in the success of product appropriateness and advertising. When a company matches the audience with its products or services, there is a surety that the company reached its relevant audience without wasting any time or cost. These segments or geographic variables are:
Climate: There are various products whose sales are driven by the approach of a particular season. Marketing of such products comes under climate-based geographic distribution segmentation.
For example, brands that typically sell winter clothes market their products in cold areas all year round because they can gain more profits if they sell their products in colder regions and fail to get profits if they market their products in warmer or hotter climate regions. Similarly, the swimwear brands are more popular in beaches, resorts, or coastal areas as it generates much income for swimwear businesses in that specific region.
Population type and density: People have contrast tastes, needs, and wants according to the areas they live in, such as urban, rural, and suburban. Therefore, to reach each population category, the geographic distribution is beneficial as it provides more personalized advertisement.
For example, a bicycle company markets its product according to the type of population. First, it divides the population according to their living standards, such as population in an urban area, people from a rural area, and suburban regions. Then, the company advertises and launches the products according to those areas’ requirements.
Urban areas: People from urban areas prefer lightweight bicycles for riding in traffic and for cycling interest. They have more safety concerns when they buy the products. Suburban areas: People who belong to suburban areas desire more comfortable and long-range bicycles.
Rural areas: People who live in rural areas like cheap and durable bicycles with thick tires. Therefore, the needs and desires of customers effect by the area where they live or reside.
Country, City: Some companies do business in only a single country, and some invest their market efforts in more than one nation. Hence, companies target their customers based on territories such as multinational companies strategize the market to approach the customers in different countries to enter the new international market environment. Moreover, many companies target people who live in a specific city. As a geographic location, cities are beneficial for companies who have a concentration on urban centers.
Cultural Preferences in Different Geography
Most of the companies around the world prefer cultural-based geographic distribution to market the products. For instance, restaurants and food brands usually watch the cultural ideology of their target customers and then choose a suitable geographic location to sell their products.
Some beer bars sell their products in one geographic market but not in another because it reflects the drinking preferences between different regional cultures. Several food markets provide local foods in some locations which are famous in their culture, and people from that particular zone prefer that food in their daily routine. For example, seafood is popular in the coastal or shoreline regions. Likewise, according to differences in cultures, apparel style is also different through which companies decide the design and tailoring of clothes to meet the cultural requirements of that definite region. Therefore, an effective market strategy needs to correlate with cultural habits like eating habits, cloth styles, etc.
Importance of Geographic Distribution of Customers
This distribution makes the company create more focused marketing strategies based on the target audience to convert the local or predicted customers into loyal and successful consumers.
It is helpful for organizations in the future when they want to apply similar marketing strategies to close locations, which exhibit the same geographical features. It provides a competitive advantage to the organizations as it helps to increase the brand value and then profits.
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