MDSB03H3 Lecture Notes - Lecture 7: Conspicuous Leisure, Shopping, Conspicuous Consumption
Document Summary
Market segmentation targets groups based on age, race, genders, ethnicity, race. Market segmentation has core singular norms of identity and targets a specific group of consumers. Forgets singular categories & focuses on what defines & separates identity is a unique cluster reflecting diverse patterns of how people live, what they buy, lifestyle, or geographical distances. Geodemographics or cluster based marketing are now mainstream practices that both merge and segment data (from census, market research surveys, public opinion polls, and point of purchase receipts) to uncover consumer interests, desires and life styles. Being used by corporations, ad agencies, nonprofit and political groups alike to target their audiences. Geodemographics or cluster based marketing are averaged, unspecific, mainstream practices. Cluster theory: people with similar demographics naturally gravitate towards eachother & share. Lecture #7 (october 30, 2013) similar taste in products. Ad agencies use clusters to locate soft spots in consumer psyche. Average canadians are changing (example: family structures) from a century ago.
