Consumer segmentation - practicalities

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Consumer segmentation - practicalities
Saumen Bhattacharjee, Member, Manager, India

How far is the SEC grid relevant in consumer segmentation in today's perspective?

In the current perspective, I feel there are loopholes in the Socio Economical Classification grid for consumer segmentation.

First of all, the entire system works around the socio economic status of the CWE of the family. Therefore, I believe, it is wrong to target and segment the other members of the family on the same basis, as they could be very different in terms of their lifestyles.

Secondly, the SEC grid does not offer a scope for psycho-graphic segmentation. This restrains a marketer from defining the TG properly and create emotional hooks for them to relate with the product/service on offer.

Thirdly, the SEC grid has no scope to understand the consumer by his/her spending potential, which is an extremely important criteria for a marketer to define his strategies in a fruitful way.

Coming from the above, I feel the SEC grid is as vague as terms like "upper/ middle/ lower class" etc.. Though, these days there are tools like the Indicus consumer segmentation grid etc., I believe consumer segmentation is a very unique exercise each time a new brand/product or a new piece of communication is conceived. No blanket definition of consumer can be helpful in defining the TG.

I urge views from the other members. Thanks.

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