Segmentation Recap

What is segmentation?

• Picking one group to advertise to

• Dividing a broad market into smaller groups based on shared traits

• Choosing a product price point

• Organising campaign timelines

Which of the following are valid types of segmentation? (Choose 2)

• Budget-based and platform-driven

• Demographic and psychographic

• User-generated and seasonal

• Behavioral and motivational

Which statement is TRUE about target market and target audience?

• They include the same individuals with no refinement or additional targeting

• The target audience is a smaller, more specific group within the target market

• Target audience always includes everyone in a country

• Target market is based on digital channels

Which of the following best describes a psychographic trait?

• Monthly salary

• Place of residence

• Belief in sustainable living

• Desire to feel successful and validated by peers

Behavioral segmentation focuses on:

• The emotional reasons people buy products

• Where people live and work

• People’s daily habits, product use, and purchase patterns

• Brand colours and packaging design

A customer who subscribes to monthly refills and uses eco-bags is segmented based on:

• Demographic

• Psychographic

• Behavioral

• Motivational

After defining your target market, the next step to create a target audience is to:

• List every possible consumer

• Choose platforms randomly

• Filter the group based on platform habits, motivation, and barriers

• Repeat segmentation from the beginning

What is a typical barrier to purchase for a premium skincare brand?

• Its strong brand story

• Affordable and easy to find

• Product might be expensive or difficult to understand

• High demand among teens

The desire to feel more empowered and respected is what kind of segmentation?

• Behavioral

• Demographic

• Motivational

• Psychographic

A 19-year-old who scrolls food TikTok accounts and shops for late-night snacks fits into:

• Behavioral and demographic

• Psychographic and behavioral

• Geographic and motivational

• Price-based segmentation