Psychographic Segmentation
Although there are plenty of ways to segment your target
market easily on the basis of demographics, it is important to remember to keep
in mind the use of psychographics, or lifestyle segmentation.
Demographics such as age, gender, and income are tested
methods of segmenting to find your target market, however they lack an
essential aspect of the buying process. Why are people buying? You may know that somebody is 40 years old
with a baby, and they are in the market for diapers, however what this
information doesn’t include is the fact that the family might require a
specific feature to accommodate their needs.
This can be a tricky way to segment however, due to the unavailability
of this information. However, this vital
information can be found through focus groups, in-depth surveys, and can be
used to help develop a brand identity that appeals to the needs of your
specific audience. These methods,
although generally more costly, will provide you with vital information as to
why the consumer is willing to buy your product over the competitor.
Overall, it is important to segment your marketing towards
your target demographic, however by integrating psychographics into the mix,
you will be reaching the proper audiences who are looking to buy your product
with the most success.
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