Target Segment With a Population of 4,421,

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 group is all about money and brains, are affluent, conservative, cautious, and sustaining kind of folks. 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 products and features are of most interest to customers and use benefits based on segmentation to address it (Customer Lifecycle, LLC, 2013). A strong segmentation solution would depend on differentiation of customer needs and insights into customer responses. For example, for PUMA shoes, the mature town and rural group would place more interest in the value of the shoes, such as comfort (lightweight, arches, cushioning) and durability (value vs. price, etc.). Because this group can have health problems due to aging, whether the shoe fills a need, such as cushioning and/or arches to relief pressure from nerves in feet that can cause leg and back pain, can also be a consideration in product purchases.