Develop a detailed PSYCHOGRAPHIC or BEHAVIORAL/USAGE segmentation scheme for the following consumer group. Consumer Groups, Smartphone Users, Identify the consumer group.
PSYCHOGRAPHIC or BEHAVIORAL/USAGE segmentation scheme
Develop a detailed PSYCHOGRAPHIC or BEHAVIORAL/USAGE segmentation scheme for the following consumer group.
Firstly, consumer Groups.
Secondly, smartphone Users.
Thirdly, identify the consumer group.
Segment the market for the consumer group into three or more substantive segments using a PSYCHOGRAPHIC or BEHAVIORAL/USAGE segmentation method. Do not segment the consumers using any kind of demographic characteristics (i.e. age, income, gender, ethnicity, geography, etc.). Be sure to think of the key psychological / behavioural / usage drivers of consumption for each segment that you identify.
What psychological needs are met by consuming these products/services and how do these needs differ by segment?
There should be very little if any overlap in psychographic/behavioural characteristics between your segments, i.e. they should be “differentiable”.
Name each of your segments. The names you choose should be creative, memorable and, most of all, should succinctly summarize the single-most defining characteristic of that segment.
Write a brief consumer profile for each of the segments you created.
What does the typical consumer in this segment buy (in addition to the indicated product/service – go broader)?
Where does he/she shop? What is he/she interested in?
What does his/her lifestyle look like? How does he/she spend his/her leisure time?
What groups does he/she affiliate with?