Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Creating Demand
Pertemuan 7
Learning Outcomes
Students are capable of demonstrating elements
that shape targeted market definition
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Material Outline
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Geographic factors
Demographic factors
Psychographic factors
Sociocultural factors
Beneficial factors
Consumer internal factors
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Geographic Factors
• Location of the potential target market such as:
– Country
– City size:
• Metropolitan area, small city, town
– City:
• Jakarta, london, paris
– Climate:
• Temperature, humid, hot
– Density or area:
• Urban, suburban, rural
Bina Nusantara
Demographic Factors
• Income/spending:
– The economic classes determine the level of purchasing power of the
target group. Normally calculated in year
• Sex or gender:
– Different sex would have different interests on certain products and/or
services
• Age:
– Different age would have different needs
• Marital status:
– Married couple would certainly require different things as compared to a
single person
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Demographic Factors
• Education:
– This determines another type of interest. For a highly educated
person, books are important. However, for less educated people,
they would be happy to spend their time watching TV and would
not miss the existence of a book at all.
• Profession:
– Business executives pay more attention on how they look they
need to impress their clients.
• Hobby:
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Psychographic Factors
• Lifestyle:
– The way one runs his/her life
– Things of value which he/she holds onto, which influence his/her
preference toward certain products or services:
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Economy-minded
Prestige conscious
Homebody person
Outdoor lover
Sport oriented
Psychographic Factors
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Personality,
Perception
Learning involvement
Attitudes and need motivation:
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Extrovert, introvert, aggressive, attention seeker
Low risk, high risk,
Low involvement, high involvement
Positive attitude, negative attitude
Safety
Sociocultural Factors
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Culture
Religion
Social class
Individual life cycle
Family cycle
Subcultures
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Beneficial Factors
• Emotional benefit
• Emotional support obtain due to the usage of the
product:
– Convenience
– Social acceptance
– Long lasting
• Economic benefit
– Value for money
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Consumer Internal Factors
• Usage period:
– Morning, night, rush hour, working time
• Usage goal:
– Own consumption, gift, snack, fun
• Location of usage:
– Work place, nieghborhood, in-store
• Role of buying process:
– Advisor, buyer not payer, non buyer decision maker
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Conclusions:
• Demographic factor looks on location of the potential target market
• Psychographic factors looks on Lifestyle:
– The way one runs his/her life
– Things of value which he/she holds onto, which influence his/her
preference toward certain products or services:
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Socioculture looks on:
Culture
Religion
Social class
Individual life cycle
Family cycle
Subcultures
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Conclusions:
• Internal Consumers factors look on :
– Usage period:
• Morning, night, rush hour, working time
– Usage goal:
• Own consumption, gift, snack, fun
– Location of usage:
• Work place, nieghborhood, in-store
– Role of buying process:
• Advisor, buyer not payer, non buyer decision maker
Bina Nusantara