Customer Profiles and Segmentation: A Survey

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

CONSUMER BEHAVIOUR
1
Q. What are the similarities or differences with different (or same) profiles?
The customer profiles are categorized based on various bases, demographic,
psychographic, geographic and behavioral. The customer or segment profiles are completely
different but may have similarities based on the common based on stimuli response. On the
other hand, the profiles of the customers may have differences under the same profile or
profile descriptor. For instance, under the profile of gender in the demographic segment, the
response mechanism of male and female customers, a female customer is witnessed to prefer
a journey for making a purchase decision, whereas men mostly prefer to fulfill a mission.
Male customers usually prefer faster service delivery and are loyal to a brand whereas female
profiles are loyal to the quality of service offerings.
Q. How could a marketer make use of this information?
A marketer can make use this information for:
 Constructing a sales promotional technique
 Constructing or deciding on a customer approach system and medium
 Framing the marketing campaign design
 Understanding the differences in profile to recognize, communicate and deliver
customized offerings based on consumer behavior and buying process.

CONSUMER BEHAVIOUR
2
1. Who is the target market(s) for the ad? [Be specific and descriptive, i.e. not just
“smokers”. Use demographic and/or psychographic profile descriptors]
The ad was constructed with the aim of engaging the attention and spread awareness about the
aspect of rail safety. The ad campaign also aimed at stimulating buzz by sharing a serious message
through an entertainment medium and tone. The Public service message was targeted towards
children, teenagers, and adults. The age group that was targeted by the campaign is school students
exposed to online content, 10-17, university students, college-goers and working-class, 18-29 (age
group). The target market for this ad campaign can be categorized on the basis of the demographic
and psychographic segment. The ad targeted young people (age- demographic) by extending the
campaign towards school and college student programs (occupation- demographic), people with risk-
taking lifestyle (psychographics) and the people who are both introvert and extrovert but assumes they
are correct in all instances (personality traits- psychographic). The target audience was metro trains,
Melbourne for improving the actual condition of poor safety for travelers as these minimum
improvements can save a 'dumb reason for dying' (YouTube.com 2020). The target audience
primarily selected is youth and younger kids, who things public awareness topics to be boring. The
main challenge of the message was to not only engage the audience with the content but to establish a
positive and lasting memory of the actual message, that needs to be present consciously or
unconsciously amongst the audience for a safer approach towards daily routines rather than acting
'dumb'.
2. What behavior is being targeted? [Think carefully. E.g. it may not just be "quit
smoking". Look for any call to action in the ads]
The advertisement campaign was not only concentrated at directly communicating the core
and significant message of 'being safe at the metro stations or in general in life' but it directed the
focus on creating a positive or relatable approach of tapping the behavioral elements of the target
audience. The primary target audiences are the youth or youngsters, who reflect the behavior of
assuming these topics as boring or insignificant to have communicated, as according to them, these