Your target audience refers to the specific group of consumers most likely to want your product

or service, and therefore, the group of people who should see your ad campaigns. Target audience
may be dictated by age, gender, income, location, interests or a myriad of other factors.

The main factors affecting the consumer market is consumer demand. Consumer demand for
the quantity and composition of population impact, but also by the quality of goods and
variety of colors, but the most important factor is people’s purchasing power (2002). It
directly related to people’s income level.

Geographic segmentation, it divides the market into several geographic parts

based on national, regional, urban, rural, climate or topography. The wine company
may choice one or a few geographic areas to pay attention on consumer needs and
wants. For example, many multinational companies prefer to build their parent
company in the heart of the city. Companies’ want the best locations, such as Myer
or David Jones on Randall Mall, which located in the centre of Adelaide. Marketers
choose a best location is so important for the company’s future.

Demographic segmentation, it divides the market into groups such as age, gender,
occupation, income, family size, family type, family life cycle, nationality, ethnicity,
religion, social class. These factors are the most popular areas for a company to
segment customers. Consumer demands always change with age. So many
companies use age segmentation to position their product. Such as KFC targets to
young people and children. Clothes Company offer different style clothes to the
different generations. Income segmentation is often used by many companies as
cars, clothing, luxury furniture and jewelry. Income changes will directly affect
consumers’ desire and expenditure patterns. High-income consumers will buy more
expensive products than low-income consumers.

Psychographic segmentation, it is according to consumer lifestyle, personality,

buying motives and other variables, divided into different groups. More and more
enterprises, such as clothing, cosmetics, furniture, entertainment, paid attention to
people’s lifestyle segmentation. Lifestyle is that people consumption, entertainment,
specific habits and patterns, different lifestyles will have different needs preferences.
For example, British clothing company put some women classified as “simple-type
women”, “fashion-type women” in two types. Namely, the designers will design
different styles, color and material of the garment.

If the market divided by behavioral segmentation, it is according with the consumer

purchase or using time of a commodity, purchase volume, purchase frequency, brand
loyalty and other variables. Purchasing many commodities have time limit. For
instance, Airlines, travel agency during summer vacation to advertise and implement
concessionary fares to attract people travel by plane; businesses doing great quantity
advertising about air-conditioning in the hot summer effectively increase sales.
Purchase frequency segmentation, such as pencil, primary scholars often buy, senior
scholars in normal and the workers or peasants not always buy.