Pengertian Segmentasi Demografis (Demographic segmentation) Beserta Kajian Pustaka
Artikel ini ditujukan kepada manajemen, manajemen bisnis agar dapat memahami secara praktis manajemen pemasaran khususnya konsep Segmenting Targeting dan Positioning.
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| Segmentasi Demografis. |
Segmentasi demografis membagi pasar dilihat dari dinamika kependudukan di suatu daerah meliputi ukuran penduduk (jumlah), struktur kependudukan dan distribusi kependudukan.
Segmentasi demografis diketahui berdasarkan data-data jenis kelamin, ras, suku, agama, usia produktif, sebaran usia, piramida penduduk dan hal-hal yang berkaitan dengan kependudukan di suatu daerah.
Beberapa contoh perlu dilakukan segmentasi demografis yaitu :.
Segmentasi demografis ras dan agama bertujuan untuk mengetahui karakteristik pasar di suatu daerah dilihat dari ras, agama dan suku.
Sebagai contoh pemasaran minuman beralkohol pada daerah yang mayoritas beragama islam tidak akan efektif.
Segmentasi demorafis usia bertujuan untuk mengetahui distribusi usia di suatu dan karakteristik jenjang usia daerah berdasarkan gaya hidup dan budaya setempat, dengan mengetahui usia disuatu daerah maka akan diketahui target produk yang tepat untuk usia tertentu dan strategi pemasaran yang tepat untuk memasarkan produk di daerah tertentu.
Segmentasi demografis dilihat dari rata-rata jumlah pendapatan disuatu daerah. Segmentasi demografis erat hubungannya kesesuaian jumlah pendapatan dengan kebutuhan dan keiinginan manusia.
Harga motor dengan ongkos/biaya wisata traveling relatif lebih mahal motor, namun kebutuhan dan keiinginan orang berbeda, untuk seorang buruh / pekerja kerah biru mungkin akan lebih mementingkan motor dibandingkan traveling walaupun harga motor lebih mahal.
Keterangan buku:.
Key Words:.
One reason demographic variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class are so popular with marketers is that they’re often associated with consumer needs and wants. Another is that they’re easy to measure. Even when we describe the target market in nondemographic terms (say, by personality type), we may need the link back to demographic characteristics in order to estimate the size of the market and the media we should use to reach it efficiently. (Kotler dan Keller, 2016:271).
Dalam implementasi strategi akan lebih baik dan fokus lagi jika segmentasi demografis, dikombinasikan dengan segmentasi-segmentasi yang lain seperti segmentasi geografis, psikografis dan perilaku.
Sumber Kajian Pustaka.
Sumber Kajian Pustaka.
Kajian Pustaka dan Rangkuman Pengertian Segmentasi Demografis Menurut Buku Philip Kotler 15th Global Edition Beserta Referensi Kutipan.
Keterangan buku:.
Judul Buku : Marketing Management 15th Global Edition.
Pengarang : Philip Kotler, Kevin Lane Keller.
Penerbit : Pearson Education, Inc.
Lokasi : Edinburgh Gate, Harlow, Essex CM20 2JE, England.
Tahun Terbit : 2016.
Key Words:.
Demographic Segmentation, Age and Life-Cycle Stage, Life Stage, Gender, Income, Generation, Millennials (or Gen Y), Gen X, Baby Boomers, Silent Generation dan Race and Culture Multicultural.
Konten :.
Demographic Segmentation.
1. Age and Life-Cycle Stage.
2. Life Stage.
3. Gender.
4. Income.
5. Generation.
5.1 Millennials (or Gen Y).
5.2 Gen X.
5.3 Baby Boomers.
5.4 Silent Generation.
5.5 Race and Culture Multicultural.
Demographic Segmentation.
One reason demographic variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class are so popular with marketers is that they’re often associated with consumer needs and wants. Another is that they’re easy to measure. Even when we describe the target market in nondemographic terms (say, by personality type), we may need the link back to demographic characteristics in order to estimate the size of the market and the media we should use to reach it efficiently. (Kotler dan Keller, 2016:271).
1. Age and Life-Cycle Stage.
Consumer wants and abilities change with age. Toothpaste brands such as Crest and Colgate offer three main lines of products to target kids, adults, and older consumers. Age segmentation can be even more refined. Pampers divides its market into prenatal, new baby (0–5 months), baby (6–12 months), toddler (13–23 months), and preschooler (24 months+). Indirect age effects also operate for some products. One study of kids ages 8–12 found that 91 percent decided or influenced clothing or apparel buys, 79 percent grocery purchases, and 54 percent vacation choices, while 14 percent even made or swayed vehicle purchase decisions. (Kotler dan Keller, 2016:271).
Nevertheless, age and life cycle can be tricky variables. The target market for some products may be the psychologically young. To target 21-year-olds with its boxy Element, which company officials described as a “dorm room on wheels,” Honda ran ads depicting sexy college kids partying near the car at a beach. So many baby boomers were attracted to the ads, however, that the average age of Element buyers turned out to be 42! With baby boomers seeking to stay young, Honda decided the lines between age groups were getting blurred. When sales fizzled, Honda decided to discontinue sales of the Element. When it was ready to launch a new subcompact called the Fit, the firm deliberately targeted Gen Y buyers as well as their empty-nest parents. (Kotler dan Keller, 2016:271).
2. Life Stage.
People in the same part of the life cycle may still differ in their life stage. Life stage defines a person’s major concern, such as going through a divorce, going into a second marriage, taking care of an older parent, deciding to cohabit with another person, buying a new home, and so on. As Chapter 6 noted, these life stages present opportunities for marketers who can help people cope with the accompanying decisions. (Kotler dan Keller, 2016:271).
For example, the wedding industry attracts marketers of a vast range of products and services. No surprise—the average U.S. couple spends almost $27,000 on their wedding (see Table 9.3 for some major wedding expenditures). But that’s just the start. Newlyweds in the United States spend a total of about $70 billion on their households in the first year after marriage—and they buy more in the first six months than an established household does in five years!. (Kotler dan Keller, 2016:271).
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| Major Wedding Expenditures. |
Marketers know marriage often means two sets of shopping habits and brand preferences must be blended into one. Procter & Gamble, Clorox, and Colgate-Palmolive include their products in “Newlywed Kits,” distributed when couples apply for a marriage license. JCPenney has identified “Starting Outs” as one of its two major customer groups. Marketers pay a premium for name lists to assist their direct marketing because, as one noted, newlywed names “are like gold.”(Kotler dan Keller, 2016:272).
But not everyone goes through that life stage at a certain time—or at all, for that matter. More than a quarter of all U.S. households now consist of only one person—a record high. It’s no surprise this $1.9 trillion market is attracting interest from marketers: Lowe’s has run an ad featuring a single woman renovating her bathroom; DeBeers sells a “right-hand ring” for unmarried women; and at the recently opened, ultra-hip Middle of Manhattan 63-floor tower, two-thirds of the occupants live alone in one-bedroom and studio rental apartments.(Kotler dan Keller, 2016:272).
3. Gender .
Men and women have different attitudes and behave differently, based partly on genetic makeup and partly on socialization.11 Research shows that women have traditionally tended to be more communal-minded and men more self-expressive and goal-directed; women have tended to take in more of the data in their immediate environment and men to focus on the part of the environment that helps them achieve a goal. (Kotler dan Keller, 2016:272).
A research study of shopping found that men often need to be invited to touch a product, whereas women are likely to pick it up without prompting. Men often like to read product information; women may relate to a product on a more personal level. (Kotler dan Keller, 2016:272).
Marketers can now reach women more easily via media like Lifetime, Oxygen, and WE television networks and scores of women’s magazines and Web sites; men are more easily found at ESPN, Comedy Central, and Spike TV channels and through magazines such as Maxim and Men’s Health.12 After Pinterest proved its popularity among women, five different Web sites with similar functionality but targeted at men sprang up, including MANinteresting, Dudepins, and Gentlemint. (Kotler dan Keller, 2016:272-273).
Gender differences are shrinking in some other areas as men and women expand their roles. One Yahoo survey found that more than half of men identified themselves as the primary grocery shoppers in their households. Procter & Gamble now designs some ads with men in mind, such as for its Gain and Tide laundry detergents, Febreze air freshener, and Swiffer sweepers. On the flip side, according to some studies, women in the United States and the United Kingdom make 75 percent of decisions about buying new homes and purchase 60 percent of new cars. (Kotler dan Keller, 2016:273).
Nevertheless, gender differentiation has long been applied in clothing, hairstyling, and cosmetics. Avon, for one, has built a $6 billion-plus business by selling beauty products to women. Gillette has found similar success with its Venus razor. (Kotler dan Keller, 2016:273).
4. Income.
Income segmentation is a long-standing practice in such categories as automobiles, clothing, cosmetics, financial services, and travel. However, income does not always predict the best customers for a given product. Blue-collar workers were among the first purchasers of color television sets; it was cheaper for them to buy a television than to go to movies and restaurants. (Kotler dan Keller, 2016:273).
Many marketers are deliberately going after lowerincome groups, in some cases discovering fewer competitive pressures or greater consumer loyalty. Procter & Gamble launched two discount-priced brand extensions in 2005—Bounty Basic and Charmin Basic— which have met with some success. Other marketers are finding success with premium-priced products. When Whirlpool launched a pricey Duet washer line, sales doubled their forecasts in a weak economy, due primarily to middle-class shoppers who traded up. (Kotler dan Keller, 2016:273).
Increasingly, companies are finding their markets are hourglass-shaped, as middle-market U.S. consumers migrate toward both discount and premium products. Companies that miss out on this new market risk being “trapped in the middle” and seeing their market share steadily decline. Recognizing that its channel strategy emphasized retailers like Sears selling primarily to the middle class, Levi-Strauss has since introduced premium lines such as Levi’s Made & Crafted to upscale retailers Bloomingdales and Saks Fifth Avenue and the less-expensive Signature by Levi Strauss & Co. line to mass-market retailers Walmart and Kmart. (Kotler dan Keller, 2016:273).
5. Generation.
Each generation or cohort is profoundly influenced by the times in which it grows up—the music, movies, politics, and defining events of that period. Members share the same major cultural, political, and economic experiences and often have similar outlooks and values. Marketers may choose to advertise to a cohort by using the icons and images prominent in its experiences. They can also try to develop products and services that uniquely meet the particular interests or needs of a generational target. (Kotler dan Keller, 2016:274).
Although the beginning and ending birth dates of any generation are always subjective—and generalizations can mask important differences within the group—here are some general observations about the four main generation cohorts of U.S. consumers, from youngest to oldest. (Kotler dan Keller, 2016:274).
5.1 Millennials (or Gen Y).
Although different age splits are used to define Millennials, or Gen Y, the term usually means people born between 1977 and 1994. That’s about 78 million people in the United States, with annual spending power approaching $200 billion. If you factor in career growth and household and family formation and multiply by another 53 years of life expectancy, trillions of dollars in consumer spending are at stake over their life spans. It’s not surprising that marketers are racing to get a bead on Millennials’ buying behavior. Here is how one bank has targeted these consumers. (Kotler dan Keller, 2016:274).
Also known as the Echo Boomers, “digital native” Millennials have been wired almost from birth—playing computer games, navigating the Internet, downloading music, and connecting with friends via texting and social media. They are much more likely than other age groups to own multiple devices and multitask while online, moving across mobile, social, and PC platforms. They are also more likely to go online to broadcast their thoughts and experiences and to contribute user-generated content. They tend to trust friends more than corporate sources of information. (Kotler dan Keller, 2016:274-275).
Although they may have a sense of entitlement and abundance from growing up during the economic boom and being pampered by their boomer parents, Millennials are also often highly socially conscious, concerned about environmental issues, and receptive to cause marketing efforts. The recession hit them hard, and many have accumulated sizable debt. One implication is they are less likely to have bought their first homes and more likely to still live with their parents, influencing their purchases in what demographers are calling a “boom-boom” or boomerang effect. That is, the same products that appeal to 20-somethings also appeal to many of their youthobsessed parents. (Kotler dan Keller, 2016:275).
Because Gen Y members are often turned off by overt branding practices and “hard sell,” marketers have tried many different approaches to reach and persuade them.19 Consider these widely used experiential tactics.(Kotler dan Keller, 2016:275).
- Student ambassadors—Red Bull enlisted college students as Red Bull Student Brand Managers to distribute samples, research drinking trends, design on-campus marketing initiatives, and write stories for student newspapers. American Eagle, among other brands, has also developed an extensive campus ambassador program.
- Street teams—Long a mainstay in the music business, street teams help to promote bands both big and small. Rock band Foo Fighters created a digital street team that sends targeted e-mail blasts to members who “get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.”
- Cool events—Hurley, which defined itself as an authentic “Microphone for Youth” brand rooted in surf, skate, art, music, and beach cultures, has been a long-time sponsor of the U.S. Open of Surfing. The actual title sponsor for the 2013 event was Vans, whose shoes and clothing also have strong Millennial appeal. Vans has also been the title sponsor for almost 20 years of the Warped tour, which blends music with action (or extreme) sports. (Kotler dan Keller, 2016:275).
5.2 Gen X.
Often lost in the demographic shuffle, the 50 million or so Gen X consumers, named for a 1991 novel by Douglas Coupland, were born between 1964 and 1978. The popularity of Kurt Cobain, rock band Nirvana, and the lifestyle portrayed in the critically lauded film Slacker led to the use of terms like grunge and slacker to characterize Gen X when they were teens and young adults. They bore an unflattering image of disaffection, short attention spans, and weak work ethic. (Kotler dan Keller, 2016:275).
These stereotypes have slowly disappeared. Gen Xers were certainly raised in more challenging times, when working parents relied on day care or left “latchkey kids” on their own after school and corporate downsizing led to the threat of layoffs and economic uncertainty. At the same time, social and racial diversity were more widely accepted, and technology changed the way people lived and worked. Although Gen Xers raised standards in educational achievement, they were also the first generation to find surpassing their parents’ standard of living a serious challenge. (Kotler dan Keller, 2016:275).
These realities had a profound impact. Gen Xers prize self-sufficiency and the ability to handle any circumstance. Technology is an enabler for them, not a barrier. Unlike the more optimistic, team-oriented Gen Yers, Gen Xers are more pragmatic and individualistic. As consumers, they are wary of hype and pitches that seem inauthentic or patronizing. Direct appeals where value is clear often work best, especially as Gen Xers have become parents raising families. (Kotler dan Keller, 2016:275-276).
5.3 Baby Boomers.
Baby boomers are the approximately 76 million U.S. consumers born between 1946 and 1964. Though they represent a wealthy target, possessing $1.2 trillion in annual spending power and controlling threequarters of the country’s wealth, marketers often overlook them. In network television circles, because advertisers are primarily interested in 18- to 49-year-olds, viewers over 50 are referred to as “undesirables,” though ironically the average age of the prime-time TV viewer is 51. (Kotler dan Keller, 2016:276).
With many baby boomers approaching their 70s and even the last and youngest wave cresting 50, demand has exploded for products to turn back the hands of time. According to one survey, nearly one in five boomers was actively resisting the aging process, driven by the mantra “Fifty is the new thirty.” As they search for the fountain of youth, sales of hair replacement and hair coloring aids, health club memberships, home gym equipment, skintightening creams, nutritional supplements, and organic foods have all soared. (Kotler dan Keller, 2016:276).
Contrary to conventional marketing wisdom that brand preferences of consumers over 50 are fixed, one study of boomers ages 55 to 64 found a significant number are willing to change brands, spend on technology, use social networking sites, and purchase online.21 Although they love to buy things, they hate being sold to, and as one marketer noted, “You have to earn your stripes every day.” But abundant opportunity exists. Boomers are also less likely to associate retirement with “the beginning of the end” and see it instead as a new chapter in their lives with new activities, interests, careers, and even relationships. (Kotler dan Keller, 2016:276).
5.4 Silent Generation.
Those born between 1925 and 1945—the “Silent Generation”—are redefining what old age means. To start with, many people whose chronological age puts them in this category don’t see themselves as old.23 One survey found that 60 percent of respondents over 65 said they felt younger than their actual age. A third of those 65 to 74 said they felt 10 to 19 years younger, and one in six felt at least 20 years younger than their actual age.(Kotler dan Keller, 2016:276).
Consistent with what they say, many older consumers lead very active lives. As one expert noted, it is if they were having a second middle age before becoming elderly. Advertisers have learned that older consumers don’t mind seeing other older consumers in ads targeting them, as long as they appear to be leading vibrant lives. But marketers have learned to avoid clichés like happy older couples riding bikes or strolling hand in hand on a beach at sunset.(Kotler dan Keller, 2016:276).
Strategies emphasizing seniors’ roles as grandparents are well received. Many older consumers not only happily spend time with their grandkids, they often provide for their basic needs and at least occasional gifts. The founders of eBeanstalk.com, which sells children’s learning toys, thought their online business would be driven largely by young consumers starting families. They were surprised to find that as much as 40 percent of their customers were older, mainly grandparents. These customers are very demanding but also more willing to pay full price than their younger counterparts.(Kotler dan Keller, 2016:276).
But they also need their own products. To design better appliances for the elderly, GE holds empathy sessions to help designers understand the challenges of aging. They tape their knuckles to represent arthritic hands, put kernels of popcorn in their shoes to create imbalance, and weigh down pans to simulate the challenge of putting food into ovens. Researchers at the MIT AgeLab use a suit called AGNES (Age Gain Now Empathy System) to research the changing needs of the elderly. The suit has a pelvic harness that connects to a headpiece, mimicking an aging spine and restricted mobility, range of motion, joint function, balance, and vision.(Kotler dan Keller, 2016:276-277).
5.5 Race and Culture Multicultural.
marketing is an approach recognizing that different ethnic and cultural segments have sufficiently different needs and wants to require targeted marketing activities and that a mass market approach is not refined enough for the diversity of the marketplace. Consider that McDonald’s now does 40 percent of its U.S. business with ethnic minorities. Its highly successful “I’m Lovin’ It” campaign was rooted in hip-hop culture but has had an appeal that transcended race and ethnicity. (Kotler dan Keller, 2016:277).
The Hispanic American, African American, and Asian American markets are all growing at two to three times the rate of nonmulticultural populations, with numerous submarkets, and their buying power is expanding. Multicultural consumers also vary in whether they are first, second, or a later generation and whether they are immigrants or born and raised in the United States. (Kotler dan Keller, 2016:277).
Marketers need to factor the norms, language nuances, buying habits, and business practices of multicultural markets into the initial formulation of their marketing strategy, rather than adding these as an afterthought. All this diversity also has implications for marketing research; it takes careful sampling to adequately profile target markets. (Kotler dan Keller, 2016:277).
Multicultural marketing can require different marketing messages, media, channels, and so on. Specialized media exist to reach virtually any cultural segment or minority group, though some companies have struggled to provide financial and management support for fully realized programs. (Kotler dan Keller, 2016:277).
Fortunately, as countries become more culturally diverse, many marketing campaigns targeting a specific cultural group can spill over and positively influence others. Ford developed a TV ad featuring comedian Kevin Hart to launch its new Explorer model that initially targeted the African American market, but it became one of the key ads for the general market launch too. (Kotler dan Keller, 2016:277).
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