Marketing Segmentation at Food Lion the Point Essay

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Marketing Segmentation at Food Lion

The point of market segmentation is to allow businesses to center on a product or service that sells and why it does. Food Lion Grocery stores carry a variety of milk ranging from Whole, Low Fat or Skim, Fat Free, Soy, Organic, and Lactose Free from local and countrywide distributors to provide a variety of milk products that will allow the biggest return for the company. Like other grocery markets in the area, this company must classify and evaluate the dairy products to decide if it brings profitable results because the milk consumers are very important to this type of business. The marketing teams can divide the grocery store's milk products in to psychographic, geographic, demographic, and behavior segments to decide if they are providing the kinds of milk their customers want to buy.

In looking at the milk products from a local grocery store with psychographic segmentation, customers are viewed according to their everyday life which can include the consumers' daily activities, their opinions, and what they value in life. The Food Lion in the area supplies local neighborhood consumers in rural areas of middle to upper class families with close by retirement parks and elderly neighborhoods with assisted living facilities.

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This allows the marketing department to determine what milk should be sold considering: is whole milk as popular in this location as others, are healthy and organic milk being bought for consumers with special diets and who believe in healthy living, and are supplemental milk products available to children and elderly who are intolerant and have deficiencies. Food Lion can verify if the regular dairy products are as plentiful and competitive as neighborhood grocery stores by comparing what other local stores offer at what price and which products are being bought and which ones are not. The grocery store can learn the interests and opinions of consumers by surveying and asking the customer opinions who do come in and purchase milk to find out how they truly feel. Many shoppers will express their concerns honestly when asked especially….....

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