Market Segmentation and Targeting

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Market Segmentation and Targeting
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Course
Instructor
Date

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Question one: Psychographic and demographic characteristics
Psychographic segmentation relates to dividing markets based on how pop live their
lives, through aspects like values, personality, attitudes and general interests. On the other hand,
demographic segmentation divides the market based on gender, age, family size, education, race,
religion, income, occupation and nationality1.
Image one Antiaging advert
Demographic
Gender- the skin care lotion is preferred designed for the female gender who love
themselves and would like to portray the feminine element in them.
1 J., Aaker,A. Brumbaugh, S. Grier, and Dick Trickle. 2000. "Nontarget Markets and Viewer Distinctiveness: The Impact of Target
Marketing on Advertising." Journal of Consumer Psychology 9 (3), P. 5.

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Age-the product targets women in their youthful ages who are conscious with their skin
and understand what beauty means and how to make themselves more beautiful.
Income: from the design of the advertisement the product is designed for middle and
upper-class women who have class and elegance.
Psychographic
Lifestyle-The product is designed for women who are concerned about how to live a
better lifestyle.
Quality- The skin care is an expensive product with high-quality benefits that women
benefit from using it.
Appearance- Appearance shapes the way people look, thus most people, especially
women, buy anything that improves their appearance regardless of the price.
Image two cricket advert
Psychographics