분야
pptx2.How to strengthen brand identity & emotional connection
3.Gravity of decision spectrum
Demographic
Traditional demographic traits such as age, sex,
education levels, and income
Measuring performance by quantitative tool
or clearly and simply sorting
Psychographic
Work that what people like, feel, value and how they live
Not only advertising but also being used
product innovation, pricing, choice of distribution channel.
New Criteria for Market Segmentation
Traditional demographic traits such as age, sex, education levels, and income no longer said enough to serve as a basis for marketing strategy
Non-demographic traits such as values, tastes, and preferences were more likely to influence consumers’ purchases than their demographic traits were.
Sound marketing strategy depended on identifying segments that were potentially receptive to a particular brand and product category.
Limitation of Psychographic segmentation
Non-demographic segmentation is not proper tool for sorting customer
Very weak at predicting what any of these people is likely to purchase in any given product category
Happens to be very poor at giving corporate decision makers any idea of how to keep the customers they have or gain new ones
