Market Segmentation by Age
Posted by Linda in Market Segments, tags: age, Market Segmentation, Market Segments, target marketMarket segmentation provides a wealth of information about people from their age because age reveals your target market’s
- generations and
- life stages.
Market Segmentation Reveals
Generation Characteristics
Generation research holds that historic events during a person’s life have a profound influence on their psychographic and behavioral characteristics.
Because a person’s generation is determined by birth date, age is an important market segmentation criteria.
Market Segmentation Reveals
Life Stage Characteristics
The second reason that age is an important market segmentation criteria is because it reveals a person’s life stage. Life stages reflect changes that people make as they age, regardless of historical influences.
All adult stages are about psychological and social growth propelled by what Gail Sheehy calls “an underlying impulse toward change.”
I provide more information about generations and life stages in the following posts.
Market Segmentation by Generations
Market Segmentation by Life Stage
Market Segmentation by Age
Conclusion
In conclusion, when you know the age of your target market, generation and life stage characteristics help you to better understand target market members. So age provides an important criteria for market segmentation.
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Posted 3-10-08:
Market Segmentation
by Age
Entries (RSS)
[...] Defined Demographic Characteristics – Market Segmentation by Age [...]
Hi Linda! This is so true. Living through the depression eras has really affected my Dad’s generation. Many of the thought patterns and ideas how to survive in hard times stayed with him into his old age. Not only does it help to know this when marketing to this age group but we can learn much from talking with them.
Hi Debbie,
Thanks for this example of your Dad. Most of us realize that our parents and our children are different from us, but don’t realize the effect that historical events have on us.
As marketers, knowing the specific characteristics that evolve in a generation due to historical events gives us valuable information to use in target marketing.
Warmly.
Linda
[...] Market Segmentation by Age [...]
Dear Linda,
I am currently seeking for information regarding Market Segmentation by Age (diferent lifecycles of a consumer) and how can a company generate brand loyalty according to this variable.
Basically this is the topic of my Master Degree final project.
I´ve been trying to reach and/or download your article on market Segmentation by Age, but no success yet.
Is it possible that you can guide me with some information for my project?
Great work Linda!
Thanks.
out marketing that we might use in a campaign to change women’s minds about procuring an abortion. I have not found much evidence from the Web that pro-life people have approached their task using a marketing perspective, but I don’t see why it wouldn’t be helpful.
I will have a friend search for an answer to the question, “What is the primary determinant (or what are the primary determinants) of a woman’s decision to have an abortion, or, alternatively, her decision not to have an abortion?” I imagine that there is a literature on the subject in the field of sociology or social work.
Have you ever approached this issue or one like it from a marketing perspective?
Dear Linda,
I am currently seeking for information regarding Market Segmentation by Age (diferent lifecycles of a consumer) and how can a company generate brand loyalty according to this variable.
Basically this is the topic of my Master Degree final project.
I´ve been trying to reach and/or download your article on market Segmentation by Age, but no success yet.
Is it possible that you can guide me with some information for my project?
Great work Linda!
Thanks.
Jose