Decreased Relevance of Demographic Marketing?




Demographic Marketing (JICNARS Scale)
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Gandhi Heryanto
Management Consultant, Indonesia

Decreased Relevance of Demographic Marketing?

🔥NEW To do marketing based on demographics is not as relevant as before. 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.
Modern psychology recognizes five dimensions of personality: extroversion, agreeableness, conscientiousness, neuroticism and openness to experience.

   

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