In Social enterprises customers are separated from beneficiaries. This segmentation happens because the product/service is not always used by the people who paid for it. As a result, two categories of customers are created, but it happens from time to time for some of them to belong to both categories: the type of customers who buy the product/service and the customers who want to support the social impact.
Geographic Customer Segment
As the name indicates, customers are segmented depending on the region they are placed. T can be country, region, city, or even specific neighbors in specific villages. This type is used by both large and small enterprises. Small companies can target specific people and plan proportionally their budget, by the geographic segmentation while large companies can start customized marketing campaigns in targeted countries.
Demographic Customer Segment
This is the classic segmentation, which includes gender, age, marital situation, education, professional status. This type of segmentation is the easiest and as proven the most effective. The most specific (according to the demographic segmentation) a target group is, the more effective marketing campaign will be designed.
Behavioral Customer Segmentation
This type of segmentation is based on the decision making and the behavior of the customers in specific factors such as lifestyle or type of purchases. Thus, companies are provided with support via understanding the behavioral pattern and target and position their products accordingly.
Firmographic Customer segmentation
This type of segmentation focuses on the quantitative dimension of a company such as the size, strengths, or number of staff.
Psychographic Customer Segmentation
Psychographic segmentation is primary and large companies mainly use this type. Here, the psychological dimensions of the customer are considered, and so does happen with customer’s values, interests or lifestyle options.
The recommended questions for this section are:
What type of value do we add to our customers and what type of value do we get from them?
Which part of our customers are only for the commercial part and who for the impact aspect? Which reasons we offer them in order to continue to be our customers?
Are the customers willing to pay more (compared to the same product/service without the impact aspect) for the social impact? And if yes, how much?
In which way will the customers return to us again and again after a long time?
