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Discuss All the Market Segments in the Film and Describe Each According to Demographic, Psychographic, Behavioral and Technographic Dimensions

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  1. Discuss all the market segments in the film and describe each according to demographic, psychographic, behavioral and technographic dimensions.

Hip-hop Artists

  1. Demographics

Age: 20-30

Gender: Male

Education: at least an Elementary School Graduate

Income: Upper Middle Class to Ultra- Rich (C – A, B)

Occupation: singer, rapper, performer

Location: Urban areas (NY)

  1. Psychographics
  • Someone who is currently on stage performing in front of thousands of people.
  • Someone who people pay particular attention to what they wear (clothes, shoes)
  • Considered as trendsetters/ early adopters
  • Has an abundance of sneakers due to high purchasing power
  • Strives to differentiate rather than belong

  1. Behavioral

They believe that a pair of shoes is never enough; that there’s always going to be

something better, newer, fresher than the pair they currently own. They don’t mind the price tag; their occupation makes them more than capable of buying a whole lot of shoes, one for each day of the year if they wanted to. However, they’re picky when it comes to the design/ model of their kicks. More often they go for the exclusives, the hard to get stuff. Doing so not only validates their self worth it also boosts their street cred which equals to the amount of respect people have for them.

  1. Technographic
  • Television

Hip-hop Fans/Enthusiasts

  1. Demographics

Age: 18-25

Gender: Male

Education: at least an Elementary School Graduate

Income: Lower to Upper Middle class (C)

Occupation: rank and file employees, managers, students

Location: Urban areas (NY)

  1. Psychographics
  • Someone who is fond of listening to hip-hop and is present in the urban scene
  • Someone who is inspired by the ground-up stories of most MC rappers and aspires to be like them
  • Someone who found a sense of representation and/or belongingness with the hip-hop urban scene
  • Someone who is part of a community where thee type of shoes you wear is of grave importance. For, it determines who’s ‘cool’ enough to hang out with and who’s cool enough to get the ladies

  1. Behavioral

Prominent Hip-hop figures are the biggest influencer. If they see their idols wearing a particular sneakers brand/model the next day they’re getting the very same pair. They’re very much motivated by the desire to belong so their purchasing shoes more for their social benefits as opposed to the actual product itself. They don’t have a lot of money to buy an abundance of shoes so they take very good pair of the ones they do own.

  1. Technographic
  • Television

Collectors

  1. Demographics

Age: 30-40

Gender: Male

Education: at least a High School Graduate

Income: Upper Middle Class to Ultra- Rich (C – A, B)

Occupation: Managerial (professional collector, businessmen, artist etc.)

Location: Urban areas (NY) to Rural areas

  1. Psychographics
  • Someone who as the film mentioned may not have been able to afford a specific pair of shoes at the time of it’s release and now has the capacity to do so
  • Someone who validates his self worth with the amount of pairs he owns
  • Someone who buys for the sole purpose of buying

  1. Behavioral

Collectors in general tend to buy shoes for it’s “exclusivity”. Whether it may be for personal use of for retail purposes, the rarer the pair is the better. They’d go the extra mile so long as they get exactly what they want. Price is never an issue. For, what they’re buying isn’t just a pair of shoes but a fulfillment of a dream; a sense of fulfillment. Knowing that only a select few owns that pair of shoes brings joy to collectors.

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