The lawn mower market can be divided into segments, each with its own needs and wants. The key to successful marketing is understanding these different segments and targeting them with the right products.
One of the most popular methods for performing lawn mower market segmentation uses behavioral factors including benefits sought – like how someone intends to use their lawn mower – and brand interaction.
In fact, usage is often the key governing factor in a consumer’s purchase decision for a new lawn mower.
For instance, someone with a large yard who intends to use their lawn mower for professional landscaping purposes will have very different needs than someone with a small yard who just wants something to keep keep the grass trimmed.
In this article, we will segment the market for lawnmowers using the following 9 variables: type of lawn mower, price range, power source, engine brand, cutting width, size, serviceability, functionality, and brand of mower.
But first, let’s start by understanding why it is important to use market segmentation when selling lawn mowers.
The Importance of Segmentation of the Lawn Mower Market
The segmentation of the lawn mower market is essential because it allows lawn mower manufacturers and retailers to target specific groups of customers with laser precision.
By understanding the needs and wants of different segments, businesses can create products that are more likely to appeal to them and retailers can stock lawn mowers that their customers are most likely to buy.
The market for lawn mowers ranges from those looking for a practical everyday push lawn mower to those searching for a large riding lawn mower or a robotic lawn mower.
There exist lawn mowers for every budget and every style, but not all types of lawn mowers are equally useful to all consumers.
By segmenting the market, businesses can identify which type of lawn mower is most popular with each group and target their marketing and sales efforts accordingly.
Variables for Lawn Mower Market Segmentation
Lawn mower market segmentation can be performed along the following 8 axes:
- Type of lawn mower
- Price range
- Power Source
- Engine Brand
- Cutting Width
- Size
- Serviceability
- Functionality
- Brand
Most lawn mower manufacturers cannot possibly cater to all lawn mower buyers, so they must focus on those segments that are most likely to buy their products.
This also has an impact on branding because different segments will respond differently to different marketing messages. So, a brand that establishes itself as a specialty lawn mower brand with the best technology and service cannot easily switch to targeting the budget lawn mower market without damaging its reputation.
It is also important to note that many people equate price to quality. So many manufacturers perform price segmentation and divide the market based on a customer’s willingness to pay.
It is therefore essential that businesses decide which segments they want to target and then design their products, marketing, and sales strategy accordingly.
Let’s now look in detail at each of the variables used in lawn mower market segmentation.
#1. Segmentation Based on Lawn Mower Type
The type of lawn mower is one of the most significant factors that customers take into account while buying a lawn mower.
The different types of lawn mowers include push lawn mowers, riding lawn mowers, and robotic lawn mowers.
Push lawn mowers are the most common type of lawn mower and are suitable for small to medium-sized yards. They are easy to operate and require very little maintenance.
Riding lawn mowers are best suited for large yards as they cover more ground in a shorter amount of time.
Robotic lawn mowers are the newest type of lawn mower on the market and are best suited for medium to large yards. They are battery operated and automatically return to their charging station when they need to be recharged.
#2. Segmentation Based on Lawn Mower Price Range
One of the most obvious ways to segment the lawn mower market is by price range.
Lawn mowers can be divided into three broad categories: budget, mid-priced, and high-end.
Budget lawn mowers can be found as low as in the $100 range but most cost a few hundred dollars. These are usually reel mowers with minimal functionality.
Mid-priced lawn mowers mostly are push mowers and their price varies depending on whether they are electrically powered or on gas. These are usually priced in the upper hundreds of dollars, closer to a thousand dollars.
High-end or premium mowers can easily go into the thousands. These are often riding mowers for larger yards.
#3. Lawn Mower Market Segmentation Based on Power Source
The lawn mower’s power source can be a deciding factor for many customers and so is an important factor to be considered during lawn mower market segmentation.
There are three possible types of power sources Gas, Battery, and Electric (wired).
Gas-powered mowers are the most powerful type of lawn mower but they produce emissions that can be harmful to the environment. But these can be practical for large lawns.
Battery-powered lawn mowers are becoming increasingly popular as they are more environmentally friendly. But the battery needs to be regularly charged, which can be a hassle for some people.
Electric lawn mowers with a power cord need to be plugged into an outlet while in use but they offer unlimited power.
#4. Lawn Mower Market Segmentation Based on Engine Brand
For many people, the lawn mower’s engine brand is an important consideration. Some of the most popular lawn mower engine brands include Honda, Briggs & Stratton, and Kawasaki.
Honda engines are known for their durability and reliability. Briggs & Stratton engines are also very reliable and are often used in budget lawn mowers. Kawasaki engines are known for their power and are often used in premium lawn mowers.
Some lawn mower shoppers will first select the brand of engine they prefer and then buy a mower that has an engine from that manufacturer.
#5. Segmentation Based on Lawn Mower Cutting Width
Cutting Width is an important factor based on which to segment lawn mowers.
Cutting Width refers to the maximum width of grass that the mower can cut in a single pass. The greater width, the fewer passes it will take to mow the lawn.
The different types of Cutting Widths include 20 inches, 24 inches, and 30 inches.
20-inch mowers are best suited for small yards as they can maneuver easily and require less time to mow the lawn.
24-inch mowers are better for medium to large yards as they have a wider cutting range and can cover more ground in a shorter amount of time.
30-inch mowers are the largest type of mower and are best suited for large yards. They have the widest cutting range and can cover a lot of ground quickly.
#6. Segmentation Based on Lawn Mower Size
The size of a lawn mower matters because it needs to be able to fit in the storage space that the customer has.
Size can also affect the maneuverability of the mower.
Small lawn mowers are best suited for small yards as they can easily maneuver around obstacles. They are also easy to store as they take up less space.
Mid-sized lawn mowers are best for medium to large yards as they have a wider cutting range and can cover more ground in a shorter amount of time. They too are generally easy to maneuver around obstacles.
Large lawn mowers are best suited for large yards as they have the widest cutting range and can cover a lot of ground quickly. They are not as easy to maneuver around obstacles and so people with large yards often also have a smaller mower for the hard-to-reach places.
#7. Lawn Mower Market Segmentation Based on Serviceability
Lawn mowers are machines and like all machines, they require maintenance and occasional repairs.
The serviceability of a lawn mower is an important factor that many customers consider when purchasing one.
Some mowers can be easily serviced by the customer without having to be taken to a service center.
Other more complex mowers too can be serviced by the customer but may require some tools or knowledge that the average person does not have.
And finally, some mowers, especially the large ones need to be taken to a service center for all servicing and repairs. Such mowers also come with insurance options, not unlike that for a car.
Most customers will balance their need for a certain type of mower against the ease (or lack thereof) of the serviceability of the mower.
#8. Lawn Mower Market Segmentation Based on Functionality
Many people will select a lawn mower based on the functionalities or features that it offers other than the most obvious, which is cutting a lawn.
Some lawn mowers have additional functionality such as a mulching capability or a bagging feature.
Mulching lawn mowers chop up the grass as they cut and then blow the grass clippings back into the lawn where they decompose and act as a natural fertilizer.
Bagging lawn mowers collect the grass clippings in a bag for disposal.
Some lawn mowers also have a side discharge feature which allows the customer to attach a hose to the side of the mower and blow the grass clippings into an area that they do not want them.
#9. Segmentation Based on Lawn Mower Brand
The Lawn Mower’s brand can be a significant factor in the purchasing decision.
Some customers are loyal to a certain brand and will only purchase that brand of lawn mower regardless of other factors including the brand of the engine.
Other customers may be more open to purchasing a lawn mower from any brand as long as it meets their needs.
And finally, some customers may not have a preference for any particular brand and will base their decision solely on the price of the lawn mower. First-time buyers often fall into this category.
Conclusion
As you can see, the target market for lawnmowers can be segmented using many, variables and can be analyzed from different angles.
In this article, we performed lawn mower market segmentation following these 9 factors: type of lawn mower, price range, power source, engine brand, cutting width, size, serviceability, functionality, and brand of mower.
Lawnmower manufacturers and retailers often use market segmentation to better understand their customers and figure out how to appeal to them.
With lawnmower market segmentation, they can better understand which types and brands of lawnmowers are likely to sell well and can target their audiences more effectively.
