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Demographic Segmentation

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Demographic Segmentation

Introduction

Marketers design different products for different market segments. Therefore, they require a different set of the marketing mix in order to inform, attract and retain customers. The advertising techniques, promotional messages, distribution channels and even packaging of products vary according to the nature of the products. In this essay, I am going to explain why demographic segmentation of markets is essential.

Demographic Segmentation

1. Gender (Men Vs women)

Some products are specifically designed to meet the needs of target gender. Therefore, their advertising messages and packaging differs. As a matter of fact, clothes, shoes, perfumes, bags etc. of men and women differ. Therefore, marketers design their advertisements according to gender (Wedel, 2009). For instance; Gillette used Bathroom marketing technique by displaying pamphlets in men's toilet at public places to target their existing and potential customers.

2. Ages (Kids Vs adults):

The needs, wants and desires of kids and adults vary significantly. Some examples of these products are; games, clothes, shoes, books, medicines, accessories and even furniture. Therefore, we often see separate kids stores where markers distribute their products. Mother-care is famous for targeting kids specifically and all the related products like, maternity clothes, car seats, bedroom stuff, toys etc.

3. Ethnic groups

Overall, the world population falls into different ethnic groups. There are more than 300 ethnic groups in the world. Therefore, the products should be sensitive to the values of targeted group. For instance; E & J Gallo Winery is one of the biggest wine producers in America but, they cannot see their products to Arabs and the Muslim countries of Arabian Peninsula because Wine and Alcoholic products are prohibited for Muslims

4. Income

The income patterns and wage rate differs in different parts of the world due to which the purchasing power of people changes. Therefore, manufacturers who are targeting a ...