Market Segmentation/Consumer Profiles

• Marketers and business people, will sell their products to whomever will buy themi.e.

• wedding gowns to seniors• Retirement funds to a teenager

• Yet these aren’t there “most likely customers”

• They need to optimize their marketing dollar…. get the “most bang for their buck”

• As a marketer, the more we know about our potential customers, the better we are able to anticipate or influence their buying decisions

• Customers have unique physical features, personalities, values, beliefs, geographic location, and history

• Marketers therefore create “consumer profiles” of the kind of people most likely to be attracted to a specific product

• Each identified group of consumers with common characteristics and buying habits is called a “consumer segment” which is accomplished through the process of “segmentation”

• The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures

• Once identified, marketers will focus their efforts on trying to reach and influence these segments

• For some products, there may only be one segment….for others there may be multiple segments

• Examples:

– One segment: Wedding Gowns (females, getting married)

– Multiple segments: Levi Jeans (teens/middle age, males/females, low

income/upper income

• Categorizing potential consumers in this way enables marketers to direct their efforts toward a target market, a specific group of consumers who will be most interested in their product

Market segments are created by profiling consumers under three main categories:

• Demographics

• Psychographics

• Geographics

1. Demographics

• Demographics refers to the study of characteristics that categorize a population

• These characteristics include age, gender, family life cycle, income level and ethnicity and culture

• Each characteristic is then subdivided into variables or ranges

Age

• Depending on the market, people are grouped into various groups

• Stats Canada divides the population as such:• 0-15, 15-24, 25-44, 45- 64, 65-74, 75+

• Depending on the product / service, marketers need to determine the age group that will most likely purchase their product

.

Gender

• The classification of the population into either male or female

• Marketers must determine whether the target market for their product or service is mainly male, female or both and strategize accordingly

• i.e.: • Male – Cologne, Tools, Cars, Football• Female – Perfume, Purses, Romantic Novels• Both – Groceries, Gas, Movie Rentals

Family Life Cycle

• A consumer’s stage in the family life cycle determines many of his or her wants, needs and purchasing patterns

• Businesses use this demographic to determine who buys what for whom

i.e.:• New Family – diapers, baby food• Older Family – ipods, computers

Examples of Family Life Cycle Stages

• Single• Married (no children)• Family (young children)• Family (older children)• Empty Nesters (children left)• Retirees

Income Level

• Grouped by how much money the targeted consumer earns

• Allows marketers to determine how many consumers can afford their product / service

• In Canada, the average gross family income (before taxes) in 2008 is $ 90,000

• Based upon these statistics, marketers can generally define the Canadian population into the following income segments:

• Wealthy / Affluent ($ 150,000 +)

• Middle Income ( $ 50,000 - $150,000)

• Lower Income ( $ 50,000 or less)

Ethnicity & Culture• It is vital for a marketer to understand the ethnic and

cultural differences of their market

• Marketers must design their marketing strategy to appeal to their target market, yet make sure they don’t offend them

i.e. Wedding Gowns

– In our western culture, white is the norm

– In India and parts of China, red is worn for “good luck”

• Understanding our target market’s culture is essential to marketing success

2. Psychographics

• A system of measuring consumers’ beliefs, opinions, and interests.

• A way of profiling consumers on the way they “think”…

i.e:• Religious beliefs, lifestyle, musical tastes, attitudes, etc.

• They are much harder to measure, yet they are vital in creating an effective customer profile

3. Geographics

• A system of measuring “where” consumers live

• Do your customers live:• in a rural / urban / suburban area?• Do they live in “pockets” or concentrations in certain places?

i.e.: • tractors – rural Canada• Indian Cuisine – focus on areas of high Indian population• Toronto Raptors – focus on urban / suburban GTA

Profile Category Profile Group Targeted ConsumerAgeGenderIncomeFamily Life CycleCultureLifestyle/ValuesCountry/City

What is the target consumer for People magazine?

Profile Category Profile Group Targeted ConsumerDemographics Age 25-40

Gender FemaleIncome MiddleFamily Life Cycle Single or Married, No ChildrenCulture ‘Western’ culture oriented. Hollywood

references.

Psychographics Lifestyle/Values Watches movies and television. Follows fashion. Buys name brands.

Geographics Country/City North America, urban / suburban

• A business will obviously sell their product to whomever they can, yet they need to focus their marketing efforts on those who are most likely to buy it

• However, if a marketer is able to effectively profile their target market, they can then begin to create a marketing plan that focuses on that “target”

• Although this doesn’t guarantee business success, your chances are much greater with a well researched and targeted customer