small businesses can gain a competitive edge by focusing their marketing efforts on specific segments of the market instead of trying to appeal to everyone. segmentation can be used to develop several different types of customer profiles. for a small business such as a pizza shop, for example, its target market may be all residents within a five-mile radius of the shop’s location. the shop owner can target this market by placing door hangers containing a special offer on all homes and businesses within this radius or by mailing coupons to all homes within specific zip codes. through market research, the company may identify its ideal customer as a married, college-educated female aged 30 to 35 with an annual income level of $35,000 to $45,000. for example, an owner of a women’s clothing store might attempt to reach this market by developing an ad campaign to promote a new line of business attire. you would reach a younger market segment using more digital media channels, while older customers would be targeted via traditional methods such as direct mail or magazine ads.
be careful when using only one demographic profile to attempt to create a market segment. you might be targeting both single and married women, or women with and without children, who seek different benefits. psychographic profiling attempts to segment the market based on traits such as personality and lifestyle. for instance, they can create an ad for placement in a magazine that appeals to an upscale market. behavioral profiling analyzes characteristics such as desired product benefits, price sensitivity and brand loyalty. behavioral profiling can also tell a company how many of their customers are first-time buyers as opposed to repeat customers. a bakery owner can improve quality be selecting better ingredients and encourage repeat visits by attaching coupons to customer receipts.
you should look to build a detailed segment profile for each of your market segments – based on the data you have available to you. …is a weak segment profile.
“…the target market are consumers that have a lower level of brand loyalty than the average and see themselves as smart and rational shoppers – they are more likely to shop around and be more highly involved in their purchase decision – they are above average consumers of the internet and will seek out online shopping guides and forums – they are less likely to be influenced by traditional advertising and in-store salespeople – they are quite responsive to in-store deals and offers (sales promotions)…” you can see from this more detailed segment profile (consumer description) that we now have a lot more information about the segment that will really help us in marketing strategy development. however, the second (better) profile gives us so much more to work with – for example, we know: please note that i have also developed the market segmentation study guide website. below is an excerpt/link from that guide that provides some examples of a segment profile.
psychographic profiling attempts to segment the market based on traits such as personality and lifestyle. marketers may use these traits when developing a “a market segment profile describes the similarities among potential customers within a segment and explains the differences among people and organizations in examples of a segment profile ; consumer behavior ; main consumer needs. want to get into great physical shape. looking for state-of-the-art facilities,, customer segment profile example, customer segment profile example, what is a segment profile, consumer profiles, segment profile api.
a market segment profile is a detailed description of the market segment u2013 that you wish to offer your products or services in u2013 across a range of factors and measures. it is designed to provide the organisation with an in-depth understanding of consumers within each segment for the purposes of comparison and strategy. using market segmentation to create consumer profiles ; demographic: age, city or region of residence, gender, race, ethnicity, or household segment profiling is a key part of market segmentation they are switchers (less loyal) they make rational (not emotional) decisions they gather more in order to market your product or service, it is imperative that you tailor your marketing and sales efforts to specifically reach the segment of, example of market profile, market segmentation, target segment profile example, profile segmentation variables, evaluate relevant market segments, market segmentation examples, consumer profile template, profile of target segment, consumer profile marketing, main customer segment. what is customer segment profile? what is consumer segmentation? what are the 4 types of customer segmentation? what should be included in a consumer profile?
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