What does "customer segmentation" refer to?

Customer segmentation refers to the process of dividing customers into groups based on shared characteristics. This strategy allows businesses to target their marketing efforts more effectively by understanding the specific needs and preferences of different segments. By grouping customers based on traits such as demographics, buying behavior, geographic location, or psychographics, companies can tailor their marketing strategies, product offerings, and services to better meet the demands of each segment.

For instance, a retailer might find that young professionals have different shopping behaviors compared to families with children. By identifying these segments, businesses can create personalized marketing campaigns that resonate more deeply with each group's unique characteristics, ultimately leading to improved customer satisfaction and increased sales.

While the other options touch on important aspects of customer analysis, they do not capture the essence of customer segmentation. Analyzing purchase history is more about predicting future behavior rather than dividing customers into groups, categorization focuses primarily on demographics, and assessing satisfaction levels addresses customer experience rather than segmentation itself.