Name: Waqar Hassan
Roll: 1719130
Subject: Consumer Behavior
Class: BBA 8 Morning
Teacher: Mam Yusra
Table of Contents
Q. Explain different type of market segmentation. ................................................ 1
1. Psychographics .......................................................................................... 1
2. Demographic Segmentation ...................................................................... 2
3. Geographic Segmentation ......................................................................... 3
4. Ethnographic Segmentation ...................................................................... 3
Q. What are different buying roles? ....................................................................... 4
Q. Explain different type of market segmentation.
1. Psychographics
Psychographics means to study consumers based on their characters and traits. It
includes their values, desires, goals, interests, and lifestyle. In this method,
marketers study emotions and values of the consumers to develop a better idea of
the market. It explains “why” your customer buys a specific product.
You can collect this data through several ways:
• The first method is to conduct interviews. You may take a smart sample from
your target audience, take interviews, and want to figure out their buying
behaviors. This method is very expensive and is hard to carry because it
needs a lot of resources. In many cases, it is difficult to find a good sample.
• Another affordable method marketers use is taking surveys. They can survey
a large population, but surveys need a lot of efforts before you can craft a
good survey paper.
• Brands usually have a lot of data about their customers. An effective method
to get psychographic data is to use customer data. They can use customer
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insights, buying patterns, and other data. A brand may be curious to know
how much sale increased after the last discount to know if they should offer
a similar discount this time or not.
2. Demographic Segmentation
In this type of segmentation, marketers make different groups of their customers.
The groups are based on age, gender, income, occupation, and family status.
Marketers may use these groups to decide which segment will comprise of the
greatest number of customers and they will target their marketing efforts towards
that segment.
Other variables in the demographic segment are as follows:
• Occupation
• Marital status
• Race
• Political affiliation
• Living status
• Religion
If a company is selling double beds, they may target couples for its marketing.
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3. Geographic Segmentation
In this type of segment, marketers group their audience based on the region or area
they live in. Some geographic segments are as follows:
• City
• State
• Population density
• Economic status
• Climate
If a company has some luxurious product, they will target elite living areas for its
promotion and marketing.
4. Ethnographic Segmentation
This type of segmentation allows companies to know their customer in a better
way. They can explore their customer based on the cultural trends, lifestyle factors,
attitudes, and the extent to which culture influence the buying behaviors in a
society.
Marketers note that how people interact with each other, and with their social and
cultural environment. It can be done in some of the following ways:
• Social media analytics
• Eye tracking
• Scrapbooks
• Online diaries
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Q. What are different buying roles?
Buying roles refer to the activities that one person or more people might perform
in a buying decision. There are six different buying roles in marketing:
✓ The first person who suggests an idea or thinks of buying a specific product
is an initiator.
✓ There is always a person who influences other people of the family, group,
or friends. His decisions matter a lot in the buying behaviors of his group. He
is known as an influencer.
✓ Now is the turn of most important person, who is the decider. He will decide
whether to buy or not, what to buy, how to buy, and from which medium or
market we will buy.
✓ Buyer comes forth in the list who will actually purchase the product and
handle the paperwork of the purchase.
✓ The fifth person in the cycle is the user who will consume the product or
service.
✓ There is a sixth person in the chain who controls all information or access to
the info and alters on the thinking of decision makers and influencers. He is
known as gatekeeper.
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