Marketing Analysis

Segmentation Strategies: Psychographic

We will use the psychographic strategy as our primary method for segmenting consumers. Experienced marketers agree that what consumers buy and the reasons for their purchases are strongly affected by their psychological makeup. Psychographic characteristics are the segmenting variables that identify the consumer’s lifestyle and personality makeup.

According to the research, marketers have discovered that social class has a strong influence on consumer lifestyles such as cars, clothing, home furnishings, leisure activities, and healthcare events. Our business relies heavily on lifestyle to reach identified target market. We identify “lifestyle” is the customer’s decision about how to live their daily lives. We hope “Insta-Check” is not only used when consumer is sick, but also as an essential regular body check device, and at the critical moment, it can provide the right advice to the patients.

In addition, we are being segmented on the basis of personality. Personality is a group of traits exhibited persistently by a person. “Insta-Check” buyers were identified as healthy, pragmatic and self-conscious. There are three types of customer personality we are targeting for. First type is called systematic customer personality. We want our customers know the facts and information of “Insta-Check” before making a purchase decision. “This personality type requires information that is systematically organized and makes logical sense. Accuracy is important to the customers”. (http://www.small-biz-marketing-tips.com/customer-personality-types.html) We will provide additional details and documentations to prove our product and service. Second, we want impulsive customer’s personality. “This type of customers are not always sure that they are looking for, but if they chance across something they think can help them, tend to make an immediate purchase”.( http://www.small-biz-marketing-tips.com/customer-personality-types.html) Lastly, we...