Audience Segmentation

Audience Segmentation

Key terms

Demographics - age, gender, ethnicity, household income (social grading

Social Grading Scale

ABC1s - higher grade

C2DE - low grade

Psychographics - is based on attitudes and cross consumer characterisation

Resigned -  hate the modern word and like the pass 

Struggler -  spend their money on alcohol, junk food and lottery

Mainstreamer - they like what everyone else has and want what everyone else has

Aspirer - they like shiny new things, they don't care how good it is as long as it is shiny

Succeeder -  they have high ambition and wants the best quality

and are prepares to buy it

Explorer - they like adventure and want new things

Reformer - they are anti-materialistic they want to be different and don't like to follow crowds

 

Which demographic and psychographic groups would you target for your product and why?

The demographic group I would target is the C2DE group as they are more likely to buy cheap energy drinks whilst people higher in the scale will buy coffee or a latte. The psychographic group I
will target will be the strugglers as they drink a lot of junk food and its cheap.

Where would you find your groups?


I would find the my target group online on social media for example Facebook.






Think of some questions to ask the group within your chosen demographics





3 Quantitative questions could be;


How often would you buy a energy drink


How much would you spend on a energy drink