B2C market segmentation: A systematic literature review

Abstract

The article provides a systematic literature review of market segmentation in the business-to-consumer (B2C) sector. Market segmentation is a critical component of strategic marketing, as it enables companies to identify and target specific groups of consumers with relevant products and services. The main objective of this review is to identify the most commonly used and effective methods of segmenting consumer markets and to explore how firms have adapted to the changing technology landscape. Additionally, the review aims to identify areas that have received less attention in research and to develop a conceptual framework for harmonizing and expanding previous research aimed at segmenting consumer markets over the past ten years. Through this review, it is evident that market segmentation is a complex process that uses multiple variables and sub-variables. This systematic literature review provides valuable insights into market segmentation in the B2C sector and contributes to advancing the fragmented literature on this topic.

Keywords

• market segmentation
• b2c
• systematic literature review
• consumer behavior
• marketing strategy