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The consumers of the products differ based on their needs. For example the target group for weaning foods is parents, grandparents, doctors, scientists etc. The target group for glycerin soap may be different from normal soap and so on. Target group includes the direct consumer and decision makers for the purchase of the products. While designing advertisements one has to take care of the following dimensions.
Geographic dimensions
Region of the target group
City or Metro size
Density of population
Climate
Demographic dimensions
Age
Family size
Family life cycle – young, single, young married with no children
Gender
Income – Rich, middle or poor
Occupation – professional and technical managers, proprietors, clerical, sales, craft, people, for persons, operative farmers, retired, students, homemakers and unemployed.
Education – Grade school or less, some high school, school graduate, some college and college graduate
Religion – Catholic, Protestant, Jewish, Muslim, Hindu and others
Race – white, black, Asian
Generation – baby boomers, generation X
Nationality – Indian, North American, South American, British, French, German, Italian, Japanese
Social class- lower lower, upper lower, working class, middle class, upper middle, lower upper and upper upper.
Psychographic dimensions
Lifestyle – straights, swingers, longhairs
Personality – habitual, sociable, authoritarian, ambitious
Behavioural dimensions
Occasions – Regular occasion, special occasion
Benefits – Quality, service, economy, speed
User status – Nonuser, ex-user, potential user, first-time user, regular user
Using rate- Light user, medium user, heavy user
Loyalty status – None, medium, strong, absolute
Buyer-readiness stage – Unaware, aware, informed, interested, desirous, intending to buy Attitude towards product - Enthusiastic, positive, indifferent, negative, hostile
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