Understanding the Target Audience – Targeting Different Social Classes – Value Sharing

Understanding Your Target Audience

Understanding the audience is an important part of the communication process. When a company launches a new product or modifies an existing product, try to explore this product to increase / maximize profits. Marketers can do so by marketing. With the media, such as TV, newspapers or online ads, you can reach the target audience through communication. Marketing Manager acts as a sender and in the form of his communications (for example, commercials on TV), the "message" is encoded. The people watching the TV conversation (the message center), decode the message using their own interpretation. Interpreters can differ from individual to individual, because personal experiences of all people and current circumstances affect how you understand the message. Thus, the message may even be interpreted differently by the same person at different times.


The only way the market (and primarily a company) can also know how the message has been received is with audience views. Because selling is only focused on the target audience, it is important for companies and marketers to understand the audience's feedback in this communication process.

This is not easy, however. The goal starts a new communication process when looking for the suggestions by encrypting their message, sending it through a message room until the company or the market receives the message and decode it, which is also a risk of misinterpretation. Therefore, the communication process is very difficult to understand correctly.

As the market determines the company's sales performance, it is important to understand the target audience correctly. Reactions like the words "I agree", positive comments on internet websites, many recommendations and a high sales rate of goods usually mean that the market is providing positive feedback.

If the market sends negative feedback, in the form of negative product reviews or no sales activity for a particular product, the market should not only interpret the feedback as negative but also identify and understand why the target audience does not resemble the product.

In addition, a marketplace needs to understand the audience with respect to consumer survey. The answers / needs must be well-defined so that the market can understand and forecast procurement behaviors and developed products and services that meet customer needs and needs and is therefore a high demand, which in turn would generate huge profits.

Targeting different social classes

It is important for companies to customize their marketing strategy and develop different offers for consumers in different social categories.

Each social class usually has different needs, will and consumption. Upper classes and upper middle classes usually tend to invest more than people in other social classes. Other consumer behavior patterns among the upper class and the secondary center of social teachers that have been identified are that only half of social clusters buy gifts from upscale stores, while after half buy gifts in ordinary stores. Furthermore, the product characteristics of this type of quality-related product are determined rather than the price.

A particular consumer group of middle-class and lower-class practice is, for example, a higher proportion of people in middle class subscribe to high-quality cable channels. One reason for this behavior is a financial factor, ie. That more people in the middle class afforded monthly payments for high-quality cable channels. Finally, homeless people who do not have shelter and often often have a lot of food, have significantly different values ​​than people in the upper class for example. Homeless people will spend money primarily on food and shelters, which are the main and their basic needs. However, since consumers in the upper class have shelter and food, they rather take it as a matter of course and the value of luxury items more.

There are many other different consumer shops that each social class has. And only with knowledge of these things, companies can develop bids that will suit a targeted social grade in their will, needs and aspirations. Offers that would be valued and affordable by the upper class, such as the Rolls-Royce car, are not affordable for anyone in the working class. Thus, other car images that will become more efficient for the working class need to be developed and meet their needs every day to and from work.

To meet consumer values, needs and expectations of all social factors, companies should develop different offers for consumers in each social class.

Value range

Not only should your marketing plan and / or ad campaign be based on the social category you're targeting but also based on another factor.

Value sharing is a method of defining groups of Consumers who have similar or same values ​​of values ​​that differ from other groups.


One example is a cosmetics market. Women who value luxury and prices as well as brands to be considered as high quality and have the money to buy the product could buy Lancome Definicils for $ 25, but someone who simply wants to lengthen and darken the eyelashes and not the value of the brand or the quality of mascara could be more purchased Maybelline Full Walmart Soft Mascara for $ 7.

Another example would be the purchase of a mobile phone. While some people, especially adolescents, will appreciate that the mobile phone is "new" and "fashionable" as well as expensive and with the latest technology, buying a iPhone for $ 450, another group of people could simply assess the ability to communicate with mobile phones regardless of location In the US and buy LG rumor for $ 80.

Another product market where the value of the partition is easy to see is the car. The group who assesses their status as perceived by others could buy expensive Lexus or Audi, but another group of people who assess the basics of transport from one place to another will buy cheap Toyota that meets their needs.

Source by Nicole Elmore

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