Relevance of Demographic Based Marketing

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Relevance of Demographic Based Marketing
Gandhi Heryanto, Director, Indonesia

To do marketing based on demographics is not relevant anymore. I read in the Economist, May 25, 2013, we should rather segment customers based on deep psychological profile:
According to Eben Haber, the problem is that firms are trying to understand their customers by studying their “demographics” (age, sex, marital status, dwelling place, income and so on) and their existing buying habits. That approach, he believes, is flawed. What they really need is a way to discover the “deep psychological profiles” of their customers, including their personalities, values and needs. And he and his team think they can provide it. Modern psychology recognises five dimensions of personality: extroversion, agreeableness, conscientiousness, neuroticism and openness to experience.



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