Question

MKT235 Social Media Marketing: Age is an important factor to consider when marketing a product service or idea. But are there products, services, or ideas for which there are factors more important than age when segmenting a market? Provide two to three examples.

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Answer 1

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Answer-

Age is a part of segmentation process when we consider demographic segmentation. When it comes to segmentation methods, there are other methods where age is not (very) important. They are

-Geographic segmentation

-Psychographic segmentation

-Behavioral segmentation

Age is an important factor for demographic segmentation but in the other three methods there are other important factors that are taken into consideration.

For the sake of argument and example let us consider demographic segmentation and try to find products and services where other demographic factors will be more important. Some of the demographic factors that are popularly considered are

Gender

Marital status

Ethnicity

Income

Education level

Occupation

Consider cosmetic products such as L’Oreal, Maybeline, MAC, etc. For these companies and products, the gender may play a more important role than age while segmenting their products.

Similarly consider a product such as Hard Hats, Steel toed boots (shoes), etc. These kind of products are focused towards construction workers and will give more importance to the occupation of the customer than the age.

Products such as linens and mattresses will likely focus on the marital status of customers more than their age. This is due to the fact that the range of age for such products is extremely wide.