develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include Attitudes—evaluative statements about other people‚ places‚ ideas‚ products‚ and so forth. Values—widely held beliefs about what is acceptable or desirable. Activities and interests—nonoccupational behaviors to which consumers devote time and effort‚ such as hobbies‚ sports‚ public service‚ and church. Demographics—age‚ education‚ income‚ occupation‚ family structure‚ ethnic back- ground
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Select Purchase Products Services Experienc es Ideas Use Dispose Consumer Behavior Overview Consumer Classification Segmentation helps identify target consumers. Marketers classify consumers by demographics and psychographics. Demographics • • • • • Age Gender Income Education Occupation Psychographics • • • • • Lifestyle Personal Values Leisure activities Politics Religion Consumer Behavior Overview Consumer Motives People purchase products for different motives and to satisfy different types
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MCD 2050: Sample Business Report Assignment 1: Word Limit 1000 words Table of Contents Page Number Executive Summary Introduction Background Information Industry Microenvironment Macroenvironment Segmentation‚ Targeting‚ Positioning and Differentiation Segmentation Targeting Positioning Differentiation Target Segment Conclusion Reference List Ensure you actually place the correct page numbers within your table of contents
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The first recommendation to improve the message based on audience analysis is to make the community profile more clear. A stakeholder must search and go deep into the site‚ and then be re-routed to the Bureau of Labor Statistics’ website to find demographic data‚ market information‚ as well as statistical data showing new trends in Jacksonville. Making this information readily available‚ perhaps even in its own tab or sidebar link‚ would help bring this information to the forefront and help the intended
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their main motivation (The Straits Times (Singapore)‚ November 21‚ 2007). According to Schlegelmilch‚ Bohlen and Diamantopoulos (1996)‚ socio-demographics have been the most widely used variable for profiling purposes due to the relative ease where it can be measured and applied. This is supported by Bagozzi‚ et al. (1998) where he agreed that demographic variables; age‚ gender‚ household income and family size are commonly used by marketers to segment market. Furthermore‚ they are standard and readily
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their target market better‚ which is why some companies choose to focus much of their attention to specific segments. Starbucks primarily chooses to focus on the demographics‚ psychographics and lifestyle of their customers. It is with the information gathered regarding these segments that Starbucks can better serve its customers. Demographics are things such as age‚ sex‚ marital status‚ education‚ occupation and income. Starbucks targets both males and females‚ mainly 18-30 year olds‚ but really does
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ANDREW CHIEW PREPARED BY ESTEE YAN CSM 103 INTAKE 87 19 FEBRUARY 2013 Table of Contents 1. Introductory: Local brands available 3 2. Market Analysis: 3 2.1. Market Segmentation: Psychographic 3 2.2. Market Segmentation: Demographic 4 2.3. Market Segmentation: Behavioural 4 2.4. Segment Chosen 5 3. Potential Internal Influences: 5 3.1. Perception to our Advantage 5 3.2. Subliminal Teaching of Consumers 6 3.3. Motivation: Why Choose Us? 7 3
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areas of international expansion‚ covering broad categories of people that express a joyful way of life‚ vibrant attitude‚ with colourful and bold tendencies towards life‚ including high-earners‚ professionals‚ but also people with low income. Psychographic segmentation is the process of dividing the market based on
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Marketing Segmentation Theory based on selling Oxygen bars 1) Demographic Consumer age‚ gender‚ income‚ occupation are considered to be the main factors for demographic segmentation. Other factors like race‚ religion‚ nationality is not emphasized here because product usage will be less affected by those factors. Currently‚ similar-functioned products available in the market have a wide consumer age base‚ ranging from 20+ to 50+. I believe that this age difference does reflect the difference in
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therefore must stand out and adapt to the consumers’ needs. Marketing strategies are important to communicate to the consumer more effectively and help target the consumer to their product. Trader Joe’s segments its products by psychographic‚ behavioral and demographic characteristics and targets a variety of consumers. There is an increasing number of people changing their habits to include organic products which is why Trader Joe’s targets these areas. In the next few paragraphs we are going
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