CONSUMER BEHAVIOUR

Psychographic Segmentation
& Marketing Mix Strategy

Question 5
Develop a psychographic profile of (2)
individuals and their
associations (male and female) based on their
social media
presence and content. What marketing mix
clues have you
observed that would impact on how you would
appeal to
any one of the two segments.

Core Objectives
1. To briefly explain the terminology
Psychographic Segmentation.
2. To Develop Psychographic Profiles of two
segments.
3. To highlight the marketing mix clues that are
most relevant in appealing to any one of the
two selected segments.

Market Mix Strategy

A marketing mix strategy is achieving the
marketing
objectives through proper analysis of the 7Ps
or
elements of marketing, namely:

Benefits of the Marketing Mix

Strategy
There are many benefits of the marketing mix
strategy,
and reasons why they should be used. In many
Cases :
A well blended marketing plan helps with goal
achievements.
It provides a valuable framework for allocating financial
and human resources.
It promotes customer satisfaction, by delivering a special
customer benefit tied together with each element of the
marketing mix.

Implementing a marketing mix

strategy
Before implementing a marketing
mix strategy businesses must
identify, evaluate and select a target
market.

Why ?
Knowing and understanding customers
is key for exceptional companies.
Award winning business know their
customers as they know themselves.
They use this knowledge to give
buyers:
The right product
At the right place
At the right time
For the right price

Market Segmentation
Market Segmentation: process of dividing the
market
Geographic
into subsets of consumers with common
needs or characteristics. It generally includes :
Segmentation
Demographic
Segmentation
Psychographic
Segmentation
Socio-Culture

Psychographic
Segmentation
Psychographic segmentation is the method of
dividing the market into groups based on Interests,
Activities and Opinions. Other variables may
include :
Personality
Habits
Lifestyle
Hobbies

Advantages of Psychographic
Segmentation
Better inputs for the design of new products that the

customer will like.

Lesser money spent on marketing, as it is now more specific.
Easier to target a specific type of customer base.
Simpler to derive effective and efficient marketing strategy.
Greater degree of customer satisfaction and customer

loyalty, resulting in higher amount of customer retention

Psychographic Profile
When a relatively complete profile of a
person
or group's psychographic make-up is
constructed, this is called a
"psychographic
Profile.

How is a psychographic profile

obtained?
Psychographic profile is the result of an extensive
research which is facilitated through:
Questionnaires that includes a validated set of
psychological questions.
In-depth interviews
Focus groups
Social Media Content

SEGMENT 1
Sawyer
Hartman
American YouTube filmmaker,
vlogger & internet personality

SAWYER HARTMAN
PERSONALITY INTERESTS HOBBIES
Artistic
Creative
Passionate
Jovial
Outgoing
Imaginative

Acting

Writing Short Films

Directing (movies)
Shooting Videos
Travel
Photography
Cars
Vlogging
Animals

Video Clip

SEGMENT 2

Shirley B. Eniang
Popular YouTube
guru/blogger in the
areas of fashion,
beauty and
lifestyle.

497 k
210 k
164 k
20 k

Video Clip

Shirley B. Eniang
Lifestyle

Hobbies

High maintenance

Interests

YouTube

High end

cosmetics :
Adventurous
Fun- Filled
Spontaneous
Affiliative
Acquisitive

Vlogging
Blogging
Photography
Shopping

* Body products
Fashion :
* Trendy
*Unique
*Classy
*High Quality

Mat

SHIRLEY B. ENIANG

SHIRLEY B. ENIANG
Product

In High Demand
Attractive/Eye Catching
Convenient
Good Quality

SHIRLEY B. ENIANG
Price
Pricing Psychology Basing the price
on factors
such as :
Signal of product Quality
Popular price points
What is perceived as fair

SHIRLEY B. ENIANG
Promotion
1. Digital Marketing Promoting the
product/service through social networks.
2. Product Giveaways- Allowing the customer
to sample the product.
3. Sales Promotion such as :
Coupons
Discounts
Loyalty incentives

SHIRLEY B. ENIANG
PLACE
Providing a platform which is convenient for
the
consumers to access.
E-commerce - is a term for
any type of business, or
commercial transaction,
that involves the transfer
of information across the
Internet