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What are the best ways to segment your market based on social factors like lifestyle, attitudes, and beliefs?

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Segmenting your market based on social factors like lifestyle, attitudes, and beliefs can help you tailor your products, services, and marketing strategies to different groups of customers who share common characteristics, preferences, and behaviors. Social factors are influenced by culture, subculture, social class, reference groups, and personal factors. In this article, we will explore some of the best ways to segment your market based on these social factors and how to use them to create value for your customers.

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Terry Hamer MBA

Grow your Brands to their potential

1 Culture and subculture

Culture is the set of values, norms, beliefs, and customs that shape the behavior and consumption patterns of a society. Subculture is a group of people within a culture who have distinctive traits, such as ethnicity, religion, region, or occupation. To segment your market based on culture and subculture, you need to understand how these factors affect the needs, wants, and expectations of your customers. For example, you can segment your market by the languages they speak, the holidays they celebrate, the food they eat, or the symbols they associate with.

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2 Social class

Social class is the relative position of a person or a group in a society based on their income, education, occupation, and wealth. Social class influences the lifestyle, taste, and spending habits of consumers. To segment your market based on social class, you need to identify the different levels of social class in your target market and how they differ in their product choices, brand preferences, and media consumption. For example, you can segment your market by the income level, the type of car they drive, the magazines they read, or the places they shop.

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3 Reference groups

Reference groups are the people or organizations that a consumer identifies with or seeks advice from when making purchase decisions. Reference groups can be family, friends, celebrities, experts, or social media influencers. To segment your market based on reference groups, you need to understand how these groups influence the attitudes, opinions, and behaviors of your customers. For example, you can segment your market by the type of people they follow on social media, the products they recommend to others, the reviews they read or write, or the events they attend.

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Terry Hamer MBA

Grow your Brands to their potential
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1. Start with your target market, who you have already identified 2. Understand their lifestyle, behaviours and beliefs 3. Segment in the way that allows you to easily separate your target and is i) reachable ie you can segment them by sane criteria in all media and ii) measurable for gathering results.

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4 Personal factors

Personal factors are the individual characteristics and circumstances that affect the consumer's personality, lifestyle, values, and motivations. Personal factors include age, gender, life stage, occupation, hobbies, interests, and personality traits. To segment your market based on personal factors, you need to analyze how these factors affect the consumer's needs, preferences, and goals. For example, you can segment your market by the age group, the gender, the family status, the occupation, the hobbies, or the personality type.

Segmenting your market based on social factors can help you create more effective and relevant marketing campaigns that appeal to the specific needs and wants of your customers. By understanding the social factors that influence your market, you can offer products and services that match their lifestyle, attitudes, and beliefs. You can also communicate with them in a way that resonates with their culture, social class, reference groups, and personal factors.

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Martha O'Gorman CFE

Creating new experiences in franchising
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My way of using personal factors to segment audiences revolves around completely understanding your target market. Many marketers don’t realize the impact that improper or inappropriate messaging can have on your reputation with a consumer’s buying decisions. Use of language, nomenclatures, slang, popular acronyms such as LOL and other examples can be considered offensive to some groups of consumers. Take extra care and concern when developing messaging to ensure cultural and demographic understanding of your audience. Nothing will turn a potential buyer off faster than a gaff or misstep in your content. Today, now more than ever, personal factors can make or break a marketing campaign.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to segment your market based on social factors like lifestyle, attitudes, and beliefs?

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1 Culture and subculture

2 Social class

3 Reference groups

4 Personal factors

5 Here’s what else to consider

Market Planning

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