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Demographics, Psychographics & Geographics

Demographics, Psychographics & Geographics. Males. Females. Divide yourselves as follows:. Age 15 and under. Age 16 and over. Divide yourselves as follows:. Have a part-time job. Do not have a part-time job. Divide yourselves as follows:. Born in Brampton Born in GTA.

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Demographics, Psychographics & Geographics

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  1. Demographics, Psychographics & Geographics

  2. Males Females Divide yourselves as follows:

  3. Age 15 and under Age 16 and over Divide yourselves as follows:

  4. Have a part-time job Do not have a part-time job Divide yourselves as follows:

  5. Born in Brampton Born in GTA Born in Canada, outside GTA Born outside Canada Divide yourselves as follows:

  6. South Asian African-Canadian Jamaican-Canadian Caucasian Other Divide yourselves as follows:

  7. What do the ways I just divided you have in common? • They are ways consumers are profiled

  8. Steps in Target Marketing • Segmenting the market • Which segmentation form to use (e.g., demographic, behavioural, etc.)? • Selecting the target • How many segments to target? • Which ones? • Positioning the product accordingly • How many products to offer? • Which products to which segments?

  9. Successful Segmentation Requires • homogeneity within a segment – all those within a segment are the same • heterogeneity between segments – segments are different from one another • stability of segments – segments stay the same over time • segments are measurable and identifiable • segment is large enough to be profitable and/or worthwhile

  10. CONSUMER PROFILING What is consumer segment? • An identified group of consumers with common characteristics and buying habits. • Ex: youth market, moms on-the-go, healthy/active lifestyle What is the difference between primary market and a secondary market? • Primary: the most likely consumers • Ex: moms on-the-go • Secondary: other occasional consumers • Ex: students on-the-go

  11. CONSUMER PROFILING Discuss 5 ways that the knowledge of consumer profiles/target market affects marketers. • Distribution Methods: • Indicate how best to deliver the product to the consumer • Advertising: • Helps advertisers create meaningful messages • Product Design: • Target likes the same colours, shapes, materials and other design features • Media: • Helps marketers send promotional messages to their target audience (ie: facebook and MTV for teens) • International Markets: • Indicate marketing opportunities

  12. CONSUMER PROFILING

  13. Demographics • Demography is the study of human populations • Demographics are observable, measurable characteristics of a population (see chart) • Combined to form segments • (e.g., 20-28 year old females who earn over $35,000) • International marketers must consider cultural differences before entering the market • Ex. Colour has different meanings in different cultures • GREEN packaging not used in China or FranceWhat does Green mean in India and Ireland?

  14. Psychographics • System for measuring consumers’ beliefs, opinions and interests • Religious beliefs • Tastes in music • Lifestyle • Attitudes towards health, personality traits and other PSYCHOLOGICAL factors

  15. Geographics • Where consumers live makes a difference in demand. • 3 main categories are: • Urban (downtown, big city: Toronto) • Suburban (Brampton) • Rural (farms, far from main roads) • Also note: “Little Italy”, “Little India”, “Chinatown”, etc.)

  16. Urbanites spend money on: • Parking • Cultural events • Restaurants • Public transportation • Suburban consumers spend money on: • Gardens • Barbeques • Household • Car/gas • Rural inhabitants spend money on: • Truck • Tractors • Farm equipment • Riding mowers

  17. CONSUMER PROFILING Product Usage • Heavy users • Marketers create brand loyalty through advertising, customer loyalty cards, push strategy • Little copy (writing) found on advertisement • Advertising focuses more on product

  18. CONSUMER PROFILING Product Usage • Medium to light users • Try to convert them to heavy users • Try to promote increase in consumption of product • Push and pull strategy • Price deals, contests, informative ads • Celebrities used to sell item

  19. CONSUMER PROFILING Product Usage • Non-users • First-time buyers (point of entry) identifies who will enter the category and when • Promote consumption of their brand • Demonstrate the benefits of product's use • Must change the consumer's habits and opinions

  20. HEAVY USERS

  21. NEW USERS

  22. MEDIUM TO LIGHT USERS

  23. MEDIUM TO LIGHT USERS

  24. COMMERCIAL - SAUDI ARABIA CREATE THE CONSUMER PROFILE http://www.youtube.com/watch?v=y9ajRIgTJNA

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