Introduction
With the tremendous development in technology, the use of smartphone has become an inherent part of human life, thus, resulting in aggressive competition in the smartphone market. This has called for the need for companies to find strategies for marketing their products to outperform their competitors. Psychographic profiling has become one of the most significant strategies that companies utilize to advertise and sell their products to their target audience. This is because the psychographic knowledge assists marketers in the best way they can use to appeal to their target audience. In this context, psychographic profiling is defined as a market research area concerned with studying the personality of the audience regarding their activities, interests, and opinions (AIO). The information it provides is beneficial because it not only tells who buys but also why the consumers buy (Weinstein, 2017).
On this background, this paper focus to create psychographic profiling for Samsung smartphone users in the U.S. The first part describes the product, how consumers use it, and the need for psychographic profiling for the product. The next section creates a psychographic profile while the last section identifies the items aligned with the AIO that describes consumer’s behavior.
Delegate your assignment to our experts and they will do the rest.
Defining the Product and its Uses
According to Hamka (2012), a smartphone is a cordless, always connected via 4G, 3G, Wi-Fi mobile which uses touchscreen control instead of buttons. These types of phones are capable of making video calls, access the internet and browse the site, navigate with GPS using GPS app, play in-build games, music, and take photos and upload them on the internet (Hamka, 2012). As such, smartphones can be used for voice and video communication, entertainment, internet browsing, location search, sending and receiving emails, and running applications from the internet among other uses. In this era of digital revolution, smartphones have become an essential part of the life of humans, creating intense competition in smartphone markets. This competition makes psychographic profiling a fundamental strategy for advertising and marketing their products to outdo their competitors, hence vital to businesses (Weinstein, 2017).
Creating a Psychographic Profile for Samsung smartphones
This psychographic profiling cuts across all the group of the population ranging from 18-55 years who are comfortable to purchase smartphones of interest to them. 50 questionnaires were given out 50 people. The profile includes:
Experiencers/ browsers- this segment of individuals like to be fashionable, often crave for excitement, like to get connected to their friends through social media almost all day, they use the internet to get updated or learn new things in the world. These type of consumers also to show off at particular times especially when with friends or peers, like a lot of variety, have little interest in theories, like to follow latest trends in technology, take a special interest in travelling and having fun, and love to try new things as opposed to routine life. These groups of people have their interest broad and unlimited. They like hopping through E stores to check latest brands. They are mostly young adults ranging from 18 to 35 who take pride in the type of phone they own (Raj, Prasanna, & Sait, 2015).
Personals-individuals in this segment are studious, and they are passionate about their jobs and like being informed of the latest trends in technology. They at times display off to others regarding themselves and like to make things on their own. They also do not take great pleasure in travelling and do not love excitement. They take an interest in their routine life and don’t like to try new things and have limited time to socialize. They also like hopping through E-stores. They have their interest unlimited and vast. They range from 40-50 (Raj, Prasanna, & Sait, 2015).
Believers -consumers in this segment do not follow latest trends in technology and are not interested in variety in their life. They do not crave for excitement and do not like travelling and having fun. They love their routine and have no interest in trying new things. They are not concerned about the latest trend in technology. They are interested in theories and are not considered to be fashionable. They have their interest limited and narrow and do not like socializing and are committed to family. These consumers mostly range from 50 years and older (Raj, Prasanna, & Sait, 2015).
Two probable items within the AIO areas
Experiencers are individuals who love to socialize through social media, their interest may be to connect to or make new friends globally and get updated of latest trends in the world, and their opinion might be being trendy and fashionable is being modern.
Personals are people who interested in the new trends in technology. Their activity might be that they buy trendy electronics, and their opinion might be that they believe in the power of smart devices.
Believers have the opinion that fashion and trends are for youths. Their interest might be to go shopping only when it is necessary, and their activity might be to care for their family.
Conclusion
Because Samsung offers a variety of smartphones, they should take a keen interest in the psychographic information to ensure that they meet the needs of a range of their targeted customers. They should also use this information to advertise and to market their product. For instance, experiencers are frequent readers; therefore, magazines, social media ads, and blog posts are the proper ways to target this segment. Experiencers also constitute the larger part of the young audience; thus, marketers should focus more on innovation with features that are advanced to give more excitement to customers.
References
Hamka, F. (2012). Smartphone’s Customer Segmentation and Targeting: Defining market segment for different type of mobile service providers.
Raj, M., Prasanna, M., & Sait, A. K. (2015). Psychographic Profiling of Indian Young Adult Consumers of Smartphone-VALS Approach. Management Studies and Economic Systems , 2 (2), 95-102.
Weinstein, A. (2017). Market segmentation: Using demographics, psychographics, and other segmentation techniques to uncover and exploit new markets . Irwin Professional Publishing.
