How is this market segment implemented in advertising?
To find out information based on large populations in order to better target pinpoint their advertising to the proper major demographics.
Psychographic characteristics: Psychographics measures personalities, values, lifestyles and the opinions of consumers.
How is this market segment implemented in advertising?
To better plan and position using the data to communicate effectively.
Degree of brand usage: refers to how the consumer will buy in bulk to stock when products are discounted. Most common with male shoppers. Or pantry stockers.
Degree of brand loyalty: How committed the consumer is to sticking with one specific brand without resorting to alternatives.
Psychographic Segmentation
Behavioral or Benefit Segmentation: It is based on individual customers behavior on the product. For example, when looking at toothpaste. The benefits in sensory context is taste and its target would be kids. In a social context it would be the fresh breath as its main benefit which targets young students. For the worrier, the main benefit will be combating cavities and plaque for parents. Lastly, for independent people they consider price as the main point.
Some other examples could be Cars:
Sporty: Stylish, Fast --> Young
Family: Fits family and luggage --> Parents
Rich: Stylish, Luxury---> People who can afford it
Independant: Price
Segmenting characteristics: Consumers are motivated by one of three
Ideals: In the case of cars, consumers will choose what is best at the time.
Achievement: Personal gratification and to show off what kind of car they drive.
Self expression: Show their type of personality based on what type of car represents the way they want to express themselves.
