Question
To underscore the insight that people of the same age don't necessarily have the same attitudes . Sometimes it is preferable to market to a mind-set rather than a particular age group ; in such an instance, which of the following segmentation can help marketers arrive at a deeper understanding of consumer behaviour. Psychographic segmentation Benefit segmentation Gender segmentation Ethic segmentation
Answer
4
(230 Votes)
Isla
Elite · Tutor for 8 years
Answer
A. Psychographic segmentation
Explanation
Segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing unique programs to target them. In the context of understanding consumer behavior beyond age differentiation, psychographic segmentation and benefit segmentation can be valuable. Psycho-graphic segmentation involves dividing the market on the bases of psychological/personal characteristics like lifestyle, values, investment capacity, attitude, earning potential, etc. For example, luxury brands often attract consumers who have aspirations and values tied to looking affluent or powerful - this crosses age groups as it's more of a mindset rather than age-based trait. Thus, it can help marketers in getting a deeper understanding of consumer behavior apart from age factor. Benefit segmentation targets the consumers on the basis of the benefits & value they are looking out for in the product, versus their own background or identity. So businesses will target consumers based on understanding and fulfilling what the consumers need or want out of the products. Gender segmentation is done on the basis of gender. Products which are meant for one specific gender i.e., soap, perfume, shaving products, apparel, cosmetics, Spring wear, etc., fall under Gender segmentation.Ethic segmentation divides a quantity into two or more ethnic, racial, religious or language subdivisions.Refer the given options and comparison, targeting consumers based on psychographic attributes will likely be effective for understanding attitudes across varying ages.