Professional Documents
Culture Documents
BASED ON
PSYCHOGRAPHIC
SEGMENTATION
MARKET
SEGMENTATION
Process of dividing the market into distinct
subsets of consumers with common need and
characteristics and selecting one or more
segments to target with a distinct marketing
mix.
BASIS FOR SEGMENTATION
• Demographic factors
− Age
− Gender
− Marital status
− Education
− Occupation
− Income
• Geographic factors
• Psychological factors
• Socio- cultural factors
• Others
PSYCHOGRAPHIC
SEGMENTATION
• Also called Behavioral Segmentation
• Psychological characteristics refer to the inner
& intrinsic qualities an individual.
• Motivation
• Desired benefits
• Attitude
• Lifestyle
• Personality
• Consumer behavior
• Brand loyalty
MOTIVATION
Example:
• Commercials like:
“How many you have”
& their latest campaign
“Move On”
THE MOVE ON COMMERCIAL FROM FASTRACK
HIGHLIGHTS
• Agency: Madison
• Running time: 35 seconds
• Story line: The advt. shows a
modern break up. A young guy and the
girl return back their gifts to each other
and “Move On” to their new life.
TARGETED
PSYCHOGRAPHICS
• Brand conscious, fashion conscious,
college going youngsters.
• Break ups and heart breaks are prominent
in the age group of 16- 25 years.
• Low disposable income, 80% of which
spent on fashion accessories
STRENGTH OF COMMERCIAL
• Proper communication with
target audience
• Changed the utility of watch
from a time device to
fashion accessory
• Characters of commercial
possessed coherent
properties as of the product
and the target audience.
• Humor with pinch of sarcasm