Of the many segmentation methods, psychographic segmentation is the one that involves how consumers actually describe themselves. It speaks to the many needs and wants of a customer and connects with them on a personal level. It connects to their beliefs, self-values, self-concepts and lifestyles. Thus making it one of the most powerful methods of dividing up the market. A group’s culture has many uses for marketing since the group’s unique culture often defines the values and beliefs of those who belong to the group. For, example, Arnold Schwarzenegger did a few commercials for a Japanese beer company. Check them out 😀 :
Now for most of us, those commercials are extremely cheesy, but for some reason they were extremely popular in Japan when they first came out in the ’90’s. This is an example of how cultural differences can affect how you connect with your consumer. In this example there are two factors that create cultural differences:
1) Time: These ads are from the 1990’s so its not surprising that they do not connect with the modern youth of today
2) Asian vs. Canadian culture: These are Japanese ads and given the differences between western and eastern culture, the advertisements have a hard time appealing to both audiences.
What are some other examples of cultural differences that would give rise to the need for different marketing strategies? Please leave comments!! I would love to hear from you 🙂