Target Segment
With a population of 4,421, median age of 59.6, median income $42,000, consumer spending 93 mm, and consumer spending per household $40,963, the represented target segment is a mature years life stage. The population is a low density small area. These are small towns and rural areas that include exurbs, towns, farming communities, etc. (PRISM Social Groups, 2011).
This is a mature year's group because the median age is over 55. It represents households that are empty nest, mature couples that may not have children in the home. Although, they may have children that have left and returned home. With the area having a low density, it represents a small town that is mostly farmers, although small business is present to meet the needs of the community.
The mature town and rural...
They tend to want more value from a product for the price they have to pay and are more cautious in spending habits. They place value on simple pleasures, such as fishing, hunting, gardening, golf, raising livestock, etc.
This is different than the family life urban group who are about money and brains, but in a different way. The family life urban group is more about urban achievement and living the American dreams. Style and the look of success plays a big part of decisions on which products to buy. For example, in marketing PUMA shoes, this group would better be reached with the style of the shoes with less focus on the value of price vs. quality.
A marketer would need to know which…
