It is
this category which provides an important link with the general variables. From
this list, a target segment for men 's aftershave lotion might be identified as
potential low brand invovlement and loyalty, who buy on impulse, who are price
sensitive and who read particular specialist magazines.May permutations are
possible and at this stage, the choice can be considerable.For a broad
understanding of the market and its component parts, benefit sought, purchase
and usage patterns and brand loyalty will be important. Which general variables
can be used? These variables are very improtant to trraget market.Again,there is
a mix of measures.In most cases,we usually categorize these measures by
objective of them. Geographical region It is very common in marketing to use
geographical region to identify market.TV regions have the specific advantage of
allowing relatively easy and perhapscheap access to desired target
audience.Furthermore,some buying behaviour is strongly relevant to region. Of
some interesting,as for multinational brands or global brands,target market is
identified crossing geographical boundaries.
With geodemographics, segments are
identified according to pros and cons with a wide range of variables.Most of
systems include at least some data on demographics and household formation
variables taken from the census.Some systems also regard further data such as
financial information. The most well-known of the geo-demographic brands are
ACORN, MOSAIC, PIN and Super Profiles. IN this case of MOSAIC,58 types are identified
using data from census, the electoral regoster and other resources on
demographics, housing type and financial characteristics. insert table4 here The
58 MOSAIC 'types' are summarized into one of ten lifestyle groups and
these are
shown in TABLE4.As probably be expected, the profile for Morecambe is very
'irregular' with an index of 646 for the lifestyle grop 'prosperous
pensioners', meaning that the proportion of peole in this group is more than six
times he average for Great Britain. MOSAIC type M1 is described as 'High status
retirement areas with many single prsoners' and thsi is grouped with three other
types to give the MOSAIC lifestyle group 'prosperous pensioners' which receives
the not surprising thumbnail description 'where wealthy retired people gather
together, normally by the seaside'. the significant advantage of geodemographic
systems such as MOSAIC is that the market signets that result
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