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Is There Brand Segmentation?

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Is There Brand Segmentation? Articles Is There Brand Segmentation? Elena Kostadinova* 1. Introduction he STP process (Segmentation – Summary: TTargeting – Positioning) has been Segmentation has been a central fundamental to traditional marketing for concept in marketing theory and practice decades. It is believed that these three for decades. Since F.B. Evans` controversial activities, performed in that order, describe article "Psychological and objective factors the content of strategic marketing. Two main in the prediction of brand choice: Ford versus ideas underlie the STP concept: first, markets Chevrolet" (1959) several studies have been are not homogeneous but "differentiated" conducted in attempt to capture meaningful (the concept of market segmentation); relationships between brand choice and second, the needs of individual segments psychographic, demographic and behavioral should be met by developing an appropriate variables. The idea that different brands product differentiation strategy (the appeal to different profiles of customers concept of product differentiation). With is intuitively adopted by practitioners and the rise of the concept of positioning in the academics as conventional marketing interpretation of Ries and Trout, emphasis emphasizes the importance of segmentation, in STP logically began to move from the brand differentiation and positioning concept of market segmentation to the to marketing success. But does brand idea of brand segmentation and the idea of preference really discriminates between product differentiation moved to the idea of customers? The purpose of this paper is to image (imaginary) differentiation. This idea present the results of an empirical study of inspires a natural tendency of managers to the Bulgarian market for 1) four categories divide customers into "ours" and "others", of fast moving consumer goods and 2) three which in turn involves the search of different categories of durable products. The main positioning lines in order to differentiate their objective of the study is to examine the brand from that of their competitors. But is existence of brand level segmentation of the brand segmentation not just a manifestation customers of competing brands. of market segmentation? And if we find significant differences in the client bases Key words: segmentation, brand of Mercedes and Volkswagen, for instance, preference, demographics, psychographics can we attribute those differences to the brands themselves or to their belonging to JEL classification: M3 different price ranges? * Senior Assistant Professor, Department of Marketing and Strategic planning, University of National and World economy, Bulgaria, 1700 Sofia, email address: [email protected] 77 Articles Is There Brand Segmentation? The first study to draw attention to the paper presents the results of a study of use of psychographic and demographic the Bulgarian markets of four widely used variables in predicting brand choice categories of fast moving consumer goods was made by Franklin B. Evans, who in – beer, yogurt, sausages and toothpaste 1959 examined the relationship between and three categories of durable products automobile brand image of two of the most – mobile phones, laptops and cars. The popular brands by that time – Ford and following principles underlie the selection of Chevrolet and their owners` personality. these particular categories: 1) maturity of The study compared the abilities of the market (the presence of multiple and psychological and objective variables to established brands, free competition); 2) predict automobile brand choice showing that experience of the customers (knowledge of measures, whether separately or combined, the category, clear preferences); 3) variety were only weakly related to the ownership (the categories should be representative of of the two brands. The study provoked a the market); 4) involvement (the categories strong debate as by that time the purchase selected should have different levels of of a car had a deeper symbolic meaning to customer involvement); 5) the presence of Americans and companies strived to build strong marketing efforts for positioning and distinctive images of their brands. Since differentiation of the brands. The markets then numerous studies have examined the of these categories in Bulgaria have mostly existence of predictive relationship between matured during the last 10 years and brand choice and different sets of variables, previous research focuses on stable, well- among the most noticeable of which are developed markets in Western Europe and R.Kennedy and A.Ehrenberg`s study of the USA. One of the purposes of the study the data of BMRB International’s Target is to examine if previous findings about Group Index for 42 varied industries in the the lack of brand segmentation apply to United Kingdom, the results of which testify developing markets as well, such as the to the lack of brand segmentation. Other Bulgarian one. studies on the subject include Geraldine Fennel, Greg Allenby et al. presented 2. Main Hypothesis in their articles "The Effectiveness of The main hypothesis of the study is Demographic and Psychographic Variables that there is no brand level segmentation for Explaining Brand and Product Category – brands` profiles do not differ in ways Use" (2003) concluding that demographics that are meaningful and actionable and general descriptors are not appropriate from a managerial perspective. The for explaining relative brand preference as existence of brand level segmentation is they describe what type of person is more whether a manifestation of hidden market likely to use a certain product category segmentation or an exception to the rule. but do not provide information about the The main hypothesis was tested motivating conditions that lie behind the with the help of the following supporting preference of a particular brand. "No brand hypotheses: H1: There is no brand level level segmentation? Let us not rush into segmentation - similar brands in terms of judgment" (Marketing research, 2002). This price, brand penetration and market share 78 Economic Alternatives, Issue 4, 2013 Articles would have similar demographic profiles of brand) for each variable. The magnitude of their customers; H2: There is no brand level the differences between the profiles was segmentation - similar brands in terms of estimated by calculating the mean absolute price, brand penetration and market share deviation (MAD) which was preferred to the would have similar psychographic profiles of traditional standard deviation as a more their customers. stable indicator of dispersion for non-normal 3. Methodology distributed data. The psychographic profiles of the brands were outlined through the The MSoD1 (Many Sets of Data) system for psychographic segmentation approach was adopted for the purposes of ConsuMetrix developed by Prof. Simeon this study. The MSoD approach requires the Jelev and which is based on the following use of prior knowledge obtained through three dimensions: 1) Buyer power (Low – integration and comparison of several sets High); 2) Openness (New – Established of data, drawn from different populations. goods); 3) Orientation (Saving - Spending). This approach contrasts with the traditional The system includes 30 variables, such as "I SSoD (Single Set of Data) techniques like trying out the new things on the market, "I which lead to instant resolutions but do not budget well when I go shopping", "I consider contribute to theory building or have any myself financially sound", measured on lasting explanatory power. 5-point Likert agree-disagree scales. The For this study, the selected approach analysis also included a set of 18 variables comprised the use of several samples which studied the respondents` lifestyles, of data for seven categories of products beliefs and consumer behavior such as "I collected in three waves. The analysis of the try to live healthy", "The opinions of others data was separated into two parts – analysis matter to me", etc. of the psychographic profiles of each brand The data for the study was collected and analysis of the demographic profiles of through personal face-to-face interviews. the brands. Since the markets of the four Quota sampling procedure was applied categories of fast moving consumer goods following the age and gender distribution can be seen as repertoire, the subsamples of of the adult population in Sofia and major users of each brand consist of respondents cities in Bulgaria. The sizes of the samples who have indicated that 1) the brand is the for the two categories of FMCG and durable one that they use most frequently or 2) is products are accordingly 1082 and 870. Both among the brands the respondent uses most samples consist of different respondents frequently. The study of the three categories and data collection is sufficiently remote of durable products included current users of in time, which makes them suitable for the each brand. The study data was processed implementation of the research approach. by the methods of descriptive statistics. Both demographic and psychographic 4. Results profiles of each brand were compared to In summary, the results were positive and the average percentage profile (the average supported the hypotheses. The profiles of 1 See Ehrenberg A. and Bound J., "Turning data into knowledge", Chuck Chakrapani (Ed.) "Marketing research – state of the art perspectives", 2000 79 Articles Is There Brand Segmentation? the users of competing brands did not differ relatively small. In both
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