Segmentation of textile market – grounds for winning competitive advantage (RESUME)

TAMAR KOBLIANIDZE

Georgian market of textile goods is a glutted consumer market. The success of the market depends on the right choice of consumer groups that are served with goods by a firm.

Cloth produced in the conditions of developed market economy should be aimed at specific individual consumption. Therefore, main objective of producer companies consists in the segmentation of textile market in accordance with different signs.
One of the segmentation methods is typology of consumption and consumer. Typology of the complex “Clothes” (cloth is not included) suggested by professor B. Steklanikov incorporates 4 classes (4 systems) of consumers: man – clothes; man – clothes – climatic environment; man – clothes – subject-thing environment; man-clothes-social sphere. Groups of consumers are determined in each system. The groups are stipulated by human peculiarities and terms of consumption.
Typology based on psychographic analysis of human behaviour has been widespread of late years. Four groups are singled out: ”fashion followers”, “”pragmats”, “”aesthetes””, “maximalists””, “technical experts”.
Segmentation of textile market based on the reaction to fashion has great significance. The following generalised kinds of consumers are revealed by means of interpreting differential segments: “elective””, “independent” and “indifferent”.
Domestic producer firms should choose purpose segments (one or more) of textile market and elaborate marketing strategy for achieving success in the strained competition struggle.