Psychographic
Psychographic segmentation is the third characteristic you should consider when creating a market segmentation. This method groups consumers with similar lifestyles, values, and traits.
To use the psychographic segmentation strategy, you should consider the consumer's needs, opinions, intentions, and attitude. It is also important to understand the influences the individual receives from his or her job, hobbies, and culture.
· Product relationship
The fourth technique to divide consumers into groups is to determine individuals' relationship to a product. You should consider how frequently a consumer uses the product, the benefits the individual wants the product to provide, and the loyalty the consumer has to a specific brand.
If you decide to target consumers by their usage rates, you can either direct your marketing efforts to increase how frequently consumers with low or average rates use your product, or attempt to attract frequent users away from your competitors.
To target consumers who expect certain benefits, you must promote the benefits the customers want. For example, suppose your company makes laundry detergent. By marketing the product's ability to clean clothes without fading the colors, you can target mothers who must wash their children's clothes several times each week.
Consumers who are loyal to a particular brand are prime candidates to purchase related products. For example, imagine that your company manufactures running shoes. Consumers who are loyal to your brand may also be willing to purchase hats, shirts, and socks decorated with your company's name and logo.
Psychographic segmentation is the third characteristic you should consider when creating a market segmentation. This method groups consumers with similar lifestyles, values, and traits.
To use the psychographic segmentation strategy, you should consider the consumer's needs, opinions, intentions, and attitude. It is also important to understand the influences the individual receives from his or her job, hobbies, and culture.
· Product relationship
The fourth technique to divide consumers into groups is to determine individuals' relationship to a product. You should consider how frequently a consumer uses the product, the benefits the individual wants the product to provide, and the loyalty the consumer has to a specific brand.
If you decide to target consumers by their usage rates, you can either direct your marketing efforts to increase how frequently consumers with low or average rates use your product, or attempt to attract frequent users away from your competitors.
To target consumers who expect certain benefits, you must promote the benefits the customers want. For example, suppose your company makes laundry detergent. By marketing the product's ability to clean clothes without fading the colors, you can target mothers who must wash their children's clothes several times each week.
Consumers who are loyal to a particular brand are prime candidates to purchase related products. For example, imagine that your company manufactures running shoes. Consumers who are loyal to your brand may also be willing to purchase hats, shirts, and socks decorated with your company's name and logo.