Question

Think of Various product categories. In each segmentation scheme, to which segment do you feel you belong to? How would marketing be more or less effective for you depending on the segment? How would you contrast demographic and behavioral segment schemes? Which one(s) do you think would be most effective for marketers trying to sell to you?

Answer 1

There are different segmentation schemes for FMCG products such as demographic, geographic and psychographic among the other schemes. One person can belong to more than one segmentation schemes, but I belong to the demographic based segmentation that can be targeted by the marketers. A marketing initiative will be more effective if promotional message related to the product, should focus my income, family size and my other demographic needs. It means that if marketing highlights quality at affordable prices for the product and promoting the product as most suitable for salaried class individuals, then it becomes very effective for individuals like me in the market. Any marketing plan that does not give attention to the pocket size of the consumers, or other family members should not focus upon the demographic scheme of segmentation.
For marketers, demographic segmentation is different and in contrast to the behavioral segment. Demographic segmentation takes place on the basis of income level, family size, age and other demographic factors, whereas the behavioral segmentation is characterized by buying pattern and usage rates, brand loyalty and status of the users. Behavioral segmentation can be applied even if demographic segmentation is done upon the target audience.

It will be good for the marketers to apply demographic segmentation that can target the individuals like me, based upon the demographic factors. Afterwards, the behavioral segmentation can be applied at a micro level to make an effective marketing effort. The two pronged strategy, will help the marketers to convince me and sell the product.