By Michael Obrien
Sales and marketing strategies called behavioral segmentation are used in the world of manufacturing to sell products. The demographics of a target group who want, need and are likely to buy a product plays an important role. Statisticians regularly take polls, use surveys and use any other methods possible to analyze the profile of the likely customer for the goods.
Therefore, the decision-makers in the field of advertising take the population and divide it into groups. A group can be of a similar age, gender or income level. It can be those who drive American cars versus those who drive imported cars. If you are someone who does not drive, you would not be included in that segment of the population that is interested in buying car insurance.
The entire population is separated into groups depending on age, ethnicity, income level, people who drive, people who do not drive and many other features. It would not be productive to market foreign sports cars to people who have an income level that would not allow them to afford one. That demographic would be a good audience for compact cars. These would be good cars, but not overly expensive. Another segment of the automobile purchasing demographic would be families with three or more children. That segment would not want a small car since it would not hold all their children and the family dog.
One basic marketing concept is based on the premise that everyone has needs. They strive to meet those needs in order to sell a product or service. Age is a major concern for these executives. Parents will not purchase denture paste for their young children. Conversely, senior citizens will not buy disposable diapers in infant sizes.
The manufacturer, through advertising, needs to reach the consumer who needs the product they offer. Everyone has things they need and those apply to the entire population. Groceries are one thing that can be marketed by appealing to everybody of every age.
The easiest situation for an advertiser is to supply a product when it is something people already want. It is a fact that they will have to purchase one of whatever the necessary product is. It is just a matter of promoting the specific product and making it sound more appealing than the version offered by a competitor.
There are specific demographics most often in the market for wedding related products. Happy women in love are the right group for wedding gowns, catering services and gift registries of all kinds.
Through behavioral segmentation the advertising executives and those who write the ad copy can create a need for a specific product. Let there be a shortage or an extended waiting period and people will line up outside of stores. Consider for example many of the Apple products. Make the consumers wait for the latest phone and they will stand in line for the few that are available.
Therefore, the decision-makers in the field of advertising take the population and divide it into groups. A group can be of a similar age, gender or income level. It can be those who drive American cars versus those who drive imported cars. If you are someone who does not drive, you would not be included in that segment of the population that is interested in buying car insurance.
The entire population is separated into groups depending on age, ethnicity, income level, people who drive, people who do not drive and many other features. It would not be productive to market foreign sports cars to people who have an income level that would not allow them to afford one. That demographic would be a good audience for compact cars. These would be good cars, but not overly expensive. Another segment of the automobile purchasing demographic would be families with three or more children. That segment would not want a small car since it would not hold all their children and the family dog.
One basic marketing concept is based on the premise that everyone has needs. They strive to meet those needs in order to sell a product or service. Age is a major concern for these executives. Parents will not purchase denture paste for their young children. Conversely, senior citizens will not buy disposable diapers in infant sizes.
The manufacturer, through advertising, needs to reach the consumer who needs the product they offer. Everyone has things they need and those apply to the entire population. Groceries are one thing that can be marketed by appealing to everybody of every age.
The easiest situation for an advertiser is to supply a product when it is something people already want. It is a fact that they will have to purchase one of whatever the necessary product is. It is just a matter of promoting the specific product and making it sound more appealing than the version offered by a competitor.
There are specific demographics most often in the market for wedding related products. Happy women in love are the right group for wedding gowns, catering services and gift registries of all kinds.
Through behavioral segmentation the advertising executives and those who write the ad copy can create a need for a specific product. Let there be a shortage or an extended waiting period and people will line up outside of stores. Consider for example many of the Apple products. Make the consumers wait for the latest phone and they will stand in line for the few that are available.
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