APPLICATION OF PSYCHOLOGICAL SEGMENTATION IN MARKETING OF VARIOUS FIELDS IN THE PROCESS OF MARKETING SUPPORT FOR BUSINESS IDEAS

Abstract

The article considers a psychological approach to consumer segmentation, taking into account the specifics of marketing in various fields of activity. A system of consumer segmentation based on psychological personality types with a predominance of certain character traits has been developed, based on personality accentuation types. The system is adapted to marketing in various fields of activity, which is important for determining the dominant segment. Despite the psychological approach to interpreting consumer perception of a company's goods and services, the development of marketing proposals and marketing promotion policy should still be based on the «Jobs to be done» framework. It is this model that helps to best identify customer needs, while the format of marketing messages, the construction of brand identity and tone of voice of the project, and the determination of the necessary accents in communications are closely related to consumer psychology. For the practical application of the proposed segmentation system, a mechanism has been developed to determine the dominant segment both at the stage of designing a business idea and for an existing business. At the stage of designing a business idea, the main objects of analysis are proposed to be the essence of the marketing proposition (what needs the product satisfies), the type of market (field of activity), and the typical decision-making model. It is also necessary to analyze competitors and use the hypothesis testing method at the business launch stage. In the future, it is advisable to constantly monitor consumer reactions to the brand's marketing communications. The relationship between the dominant segment and the company's field of activity has been studied. Marketing in areas associated with risk, rational purchasing, important decisions, and/or significant costs is most likely to work with sensitive, suspicious, and principled segments. Areas that are emotional and «vivid» in nature will cover the artistic segment, and if risk and adrenaline are added to this, then the explosive segment as well. Marketing with deep meanings is for mysterious type II, and marketing offers with deep logic and science are for mysterious type I. Taking into account the psychology of customers will help the manufacturer build a concept of closeness and long-term loyal relationships with consumers, which is the key to success in the market.