Demographics - a quick query

Demographics is a term we use very loosely. But today I came across something which made me realize that while unknowingly we all look at demographics, a marketeer or product owner looks at demographics knowingly with intent.

?Unknowingly:

1. ?You are looking for a school for your toddler and is confused between 2 schools. Assume that the proximity to school, fees, pedagogy, student-teacher ratio and staff quality are all similar. How will you choose one school.?
2. You are looking for an apartment (2bhk) for yourself. Assume that price, location, sqr.ft, brand reputation etc are all similar. How will you choose one project over other...?

?I believe the answer to the below question will help you make that choice.

Who will be his/her peers (the same logic comes when you are selecting a graduate school for yourself or choosing a job offer or buying a house)?

Do you want to live in an apartment complex where majority owners have a BMW/Merc and you own a Maruthi...?

You might have the purchasing power but might be worried about cost of living looking at the demographics of your peers.

Knowingly:

What people do unknowingly is probably a well thought out strategy of an intelligent marketeer or product manager (realtor in this case). Of identifying this customer psych and positioning his/her product (apartment in this case) for that segment.?

My confusion or query to those in such roles or to anyone who thinks on these lines: how do you weigh or outweigh a segment for your product?

For e.g.: Why this realtor decided to position his apartment for 'affluent people looking for 2nd or 3rd home' and not?for "upper middle class who can somehow find the money". Or actually he is targeting both segments?

Inviting thoughts….

?

Found this interesting read in Forbes, where the 4th strategy could be the reason behind the realtor's positioning, though the context in the article is for tech products - Four Strategies For Developing Tech Products For Specific Demographics (forbes.com)