To map the consumer profile and exact segmentation, Demographic and Psychographic characteristics have to be considered: (for the Bajaj-Renault-Nissan low cost car)
Demographic characteristics are as follows:
Gender: The car is for the family, so gender is immaterial here. But generally, the male person of the house is the influencer and the decider of the purchase, thus the Ad has to be made considering him as the target market
Age: 25-40 years
Income: Rs. 3- 5 Lakhs per annum for the family
Occupation: Lower level Executive in any organisation
Social class: middle class, upper middle class
Geography : Tier 1, 2 and 3 cities in India..
Marital status: Married with 1 - 2 or more kids
Using scooter or bike
Psychographic characteristics are as follows:
•Attitudes: Believes in saving
•Values:Indian mindset, follows tradition
•Beliefs: saving, buying what you need, economic
•Preferences: Good quality products not branded/ designer/ elite
[The culture is Indian. Here it isn’t a direct influencer in the purchase]
Speech pattern: Generally the people at a lower level in an organisation do not speak sophisticated language.
Dressing style: Simple. Not designer or branded
Recreational preferences: movies and Restaurants (once every 2 weeks)
Media preferences: TV (Reality shows and Cricket). They neither watch English News channels nor Business News channels. They also do not read English newspapers except for a small percentage in Metros. Regional newspapers are read more. Radio is also frequently heard but more so in Metros.
Reference group: Aspirational
Opinion leader: Bollywood actors and Cricketers
Where do they stand in the Maslow’s Hierarchy of needs theory?...