Demographics and Psychographics for the Bajaj-Renault-Nissan low cost car

To map the consumer profile and exact segmentation, Demographic and Psychographic characteristics have to be considered: (for the Bajaj-Renault-Nissan low cost car)                                                                                                

 Demographic characteristics are as follows:

 Gender: The car is for the family, so gender is immaterial here. But generally, the male person of the house is the influencer and the decider of the purchase, thus the Ad has to be made considering him as the target market

 Age: 25-35 years

 Income: Rs. 3-3.5 Lakhs per annum for the family

Education: Graduate

 Occupation: Lower level Executive in any organisation

 Psychographic characteristics are as follows:

Culture:

• Attitudes: 

• Values: 

• Beliefs: 

• Ethics:

 [The culture is Indian. Here it isn’t a direct influencer in the purchase]

 Speech pattern: Generally the people at a lower level in an organisation do not speak sophisticated language. But again here, it isn’t directly relevant when it comes to purchasing the product

 Dressing style: it also isn’t directly relevant when it comes to purchasing the product

 Recreational preferences: movies and Restaurants (once every 2 weeks)

 Media preferences: TV (Soaps, reality shows and Cricket). They neither watch English News channels nor Business News channels. They also do not read English newspapers except for a small percentage in Metros. Regional newspapers are read more.

Radio is also frequently heard but more so in Metros.

 Reference group: Aspirational

 Opinion leader: Bollywood actors and Cricketers

 Where do they stand in the Maslow’s Hierarchy of needs theory?

 It is third in the hierarchy, i.e. Social needs

 

 Product features:

 Aesthetics and a Front Engine are the only two things which are real differentiators from the Tata Nano apart from the price. Thus the Safety aspect can be focused on more. Since the Tata Nano has engine at the back. Accident tests can be shown in the Ad. This can be used to show that engine at the front is more preferable as far as safety is concerned. However this has to be done through subliminal messages in the Ad since it should not be seen as a direct competitor to the Tata Nano

 

Considering the VALS Framework, segmentation is on the basis of Believers, Strivers and Makers

 But this VALS framework may not necessarily be used in the industry in India because people may say that it is too theoretical and vague. Vague in the sense that it becomes difficult to differentiate between the three mentioned categories