What does 'segmentation' mean in the context of market research?

Segmentation in the context of market research refers to the process of dividing a target market into smaller, more defined groups based on specific characteristics such as demographics, psychographics, behavior, or geographic location. This practice enables businesses to tailor their marketing strategies and messages to the particular needs, preferences, and behaviors of each segment, ultimately leading to more effective marketing efforts and enhanced customer satisfaction.

By understanding and identifying the distinct characteristics of each segment, companies can develop products or services that more closely align with the desires of those consumer groups. This targeted approach allows for better resource allocation and can result in higher conversion rates and customer loyalty, as marketing efforts resonate more deeply with the audience.

The other options describe different aspects of market analysis but do not capture the essence of segmentation. Merging different markets would lead to a broader, less specific understanding of the customer base and may dilute marketing effectiveness. Identifying competitors focuses on competitive analysis rather than consumer characteristics, and analyzing overall market growth trends looks at the market as a whole rather than breaking it down into smaller, actionable segments.