Consumer Behaviour

Consumer Behaviour 1
CONSUMER BEHAVIOUR
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Consumer Behaviour 2
The process of market segmentation involves the division of the target market into
separate groups of consumers sharing similar interests and traits. The characteristics that will be
employed in the segmentation of a target market will depend on the segmentation strategy
approach. There are four marketing strategies they include demographics segmentation, lifestyles
and psychographics segmentation, geographic segmentation and behavioristic segmentation.
After watching the ad video on Dior Sauvage by Johnny Depp. I have identified two
relevant segmentation variables that are in play in the advertisement. They include demographic
segmentation and psychographic segmentation. Demographic segmentation is a commonly used
strategy, the use of this strategy involves the identification of a market segment based upon the
shared personality trait among the target customers. Some of the detailed characteristics often
applied in demographic segmentation include income, age, marital status, education level,
occupation type, race, and gender. Considering the ad, they used Johnny Depp as a means of
targeting a market of male and female customers and consumers aged between 40 to 50 years
who are in fulfilling and accomplished careers and earning a decent salary. The primary
consumers of this fragrance may be single individuals both male and female. The ad is also
designed in such a manner that is a purely good, old school ambitious sizzle. The ad in a very
simple manner grabs attention and is ideal for generating conversation. Which alone may be
more than enough of a reason for women to be attracted towards the fragrance brand. This is as a
result of the fact that apparently over 50% of men’s cologne is bought by women for their
husbands, boyfriends, other male relatives and friends (Camilleri 2018, p.74). This may be
because of the fact that women are attracted to Johnny Depp’s new age, self-aware, manly
charm. It also became clear that a third of men’s cologne is actually worn by women who may
want to smell like their significant other who wears the fragrance.
The Psychographic segmentation was also in play in the advertisement. This strategy
places importance on the shared activities, interest and behaviors of particular customers and
consumers. Some of the factors that characterize this segment include shared interests, attitudes
and values of the target customers. This segment can be justified by the way Johnny Depp drives
into the desert after playing the guitar for a bit in the big city, in the desert he buries his chains in
the middle of nowhere. This scene portrays Johnny Depp as a bad boy, this appeals greatly to
women customers who share a common interest and liking for men of such character and nature.