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    Consumer Markets

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    geovana torrero
    This document discusses different characteristics used to segment consumer markets. It describes demographic characteristics that distinguish consumers by factors like age, gender, income and education. Market research surveys are used to identify which demographic groups comprise a company's customer base so they can target advertising. Psychographic characteristics include consumer interests, activities, opinions and values that influence product preferences. Behavioralistic characteristics reveal patterns of product usage, brand loyalty and benefits sought. Geographic characteristics segment markets by size, region and climate to understand local consumer tastes.

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    Consumer Markets

    Uploaded by

    geovana torrero
    28 views2 pages
    This document discusses different characteristics used to segment consumer markets. It describes demographic characteristics that distinguish consumers by factors like age, gender, income and education. Market research surveys are used to identify which demographic groups comprise a company's customer base so they can target advertising. Psychographic characteristics include consumer interests, activities, opinions and values that influence product preferences. Behavioralistic characteristics reveal patterns of product usage, brand loyalty and benefits sought. Geographic characteristics segment markets by size, region and climate to understand local consumer tastes.

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    This document discusses different characteristics used to segment consumer markets. It describes demographic characteristics that distinguish consumers by factors like age, gender, income and education. Market research surveys are used to identify which demographic groups comprise a company's customer base so they can target advertising. Psychographic characteristics include consumer interests, activities, opinions and values that influence product preferences. Behavioralistic characteristics reveal patterns of product usage, brand loyalty and benefits sought. Geographic characteristics segment markets by size, region and climate to understand local consumer tastes.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    28 views2 pages

    Consumer Markets

    Uploaded by

    geovana torrero
    This document discusses different characteristics used to segment consumer markets. It describes demographic characteristics that distinguish consumers by factors like age, gender, income and education. Market research surveys are used to identify which demographic groups comprise a company's customer base so they can target advertising. Psychographic characteristics include consumer interests, activities, opinions and values that influence product preferences. Behavioralistic characteristics reveal patterns of product usage, brand loyalty and benefits sought. Geographic characteristics segment markets by size, region and climate to understand local consumer tastes.

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    Consumer Markets

    The consumer market pertains to buyers who purchase goods and services for
    consumption rather than resale. However, not all consumers are alike in their tastes,
    preferences and buying habits due to different characteristics that can distinguish
    certain consumers from others. These particular consumer characteristics include
    various demographic, psychographic, behaviorialistic and geographic traits.
    Marketers usually define these consumer characteristics through market
    segmentation, the process of separating and identifying key customer groups.

    Demographic Characteristics of Consumer Markets

    Characteristics of consumer markets based on demographics include differences in


    gender, age, ethnic background, income, occupation, education, household size,
    religion, generation, nationality and even social class. Most of these demographic
    categories are further defined by a certain range. For example, companies may
    identify the age of their consumers in the 18 to 24, 25 to 34, 35 to 54, 55 to 65, and
    65+ age groups.
    Companies often identify these demographic characteristics through market
    research surveys used to discover which demographic groups comprise the majority
    of their customer base. Companies can then target their advertising towards these
    demographic groups. For example, a new cell phone may be targeted toward 18 to
    24-year-olds with incomes between $25,000 and $50,000.

    Psychographic Characteristics of Consumer Markets

    Consumer market characteristics can also be psychographic in nature.


    Psychographic characteristics of consumers include interests, activities, opinions,
    values and attitudes. Obviously, many magazines are geared toward a consumer's
    interest. For example, prenatal magazines target expectant mothers who are
    interested in learning more about caring for a baby.
    Additionally, consumer activities can include participation in martial arts or basket
    weaving. Opinions and attitudes can be both specific or general. A company may
    better understand consumer opinions and attitudes after conducting a focus group,
    and can use that information to tailor advertising or marketing campaigns.
    Consumer values can pertain to how a group of individuals feels about certain social
    issues, which can be of interest to nonprofit or charitable organizations.

    Behavioralistic Characteristics of Consumer Markets

    Behavioralistic characteristics can also be garnered through marketing research.


    Behavioralistic characteristics of consumer markets include product usage rates,
    brand loyalty, user status or how long they have been a customer, and even benefits
    that consumers seek. Companies like to know how often their consumers visit their
    restaurants, stores or use their products.
    Company marketing departments usually try to distinguish between heavy, medium
    and light users, whom they can then target with advertising. Marketers like to know
    which customers are brand loyalists, as those consumers usually only buy the
    company's brand.

    Geographic Characteristics of Consumer Markets

    Consumer markets also have different geographic characteristics. These geographic


    characteristics are often based on market size, region, population density and even
    climate, according to the article "Market Segmentation" at netmba.com, a online
    business reference site.
    A small retailer may find opportunities in a small market in which larger
    competitors have no interest. Companies that sell beachwear will likely sell more
    products in warmer climates. Consumers in different regions of the country also
    have different tastes in food and style.

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