Demographic and Psychographic Information: Critical Aspects to Effective Marketing Communications

Demographic segmentation refers to segmenting a target market through population characteristics such as age, ethnic background, race, education, gender and income of a target market (Baack, Harris & Baack, 2013). This is important as it helps an organization to identify what markets to target and which new markets to venture into. The Jeep vehicle portfolio line includes the Jeep Wrangler, Grand Cherokee, Cherokee, Compass, Liberty, Patriot and Wrangler Unlimited and it has been established that some of the target demographics includes gender, education and

It is desirable to develop demographic and psychographic profiles of these likely consumers (the target audience).

* Demographics – As JS reveals its customers as leisure travelers, many factors of demographics do not relate to them as in the market of airline industry, consumers can be of any gender, age families size etc. One aspect in demographics however, is income. The income of the consumers in JS ranges from low income to even the highest income based of the preference of consumer’s choices.

Obtain data on at least three demographics such as: crime, education levels, gender, ethnicity, race, sexuality, education, or socio-economic data where available.

Age, gender, and race are all demographic indicators. These stats are mostly pulled from the CIA World Factbook, Census, Chicago Metropolitan Agency for Planning, and Record Information Services. Most of the time social indicators are measured through the census, population surveys, or government projections. These stats explain the population, who they are, and what risk factors with which they deal.

Identifying the target market: the business’s target market is 50-65 year old females, however this is not appropriate anymore for the current demographic characteristic of the area the business is in. The business’s market segment must be encompassing of younger females as well. The business will include clothing that is suitable for females from the age of 20 all the way to 65. The business is known for selling clothing that is targeted at older women; hence it is essential that the business’s original clothing range is not completely abandoned. An expanded range which caters for women of all ages is more appropriate for the

Basic Demographics (age, gender, socio demographic status, etc): This section should include much detail about every client/participant in the interaction,

Characteristics such as income, age, behaviors, emotions, occupation, and location will be addressed as they pertain to the company’s target audience. The paper will then

Demographic questionnaires are a good source of gaining public opinions on government policy and product placement depending on gender, race and social class.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

The Demographic environment relates to the structure of populations (Oxford Dictionaries | English, 2017). The factors that contribute to the demographic environment relevant to this report are location and density of the population.

Demographics can consist of population size, density, location, age, sex, race and occupation. In this analysis, we will focus on examining population

Demographics play a large role in aiding businesses with the adequate information to convince the viewers. The main demographics include gender, age, culture, race, and

customer groups. Bose needs to be careful not to limit its evaluations to just age and race but

Relying purely on socio-economic and demographic data only provides a partial glimpse into the needs, preferences and wants of a given target market. Psychographic-based segmentation research is often used for determining how potential customers' self-assignment to groups, unique interests and preferences for retail products and services influence and often predict their purchasing behavior and long-term loyalty (Bearden, Teel, Durand, 1978). Psychographics is the study of how customers assign