Classifying consumers into groups based on shared characteristics, such as age, is known as demographic segmentation. Focusing marketing efforts on the 13-19 age group exemplifies this practice. Other demographic factors frequently used include gender, income level, education, occupation, family size, religion, race, and nationality. These shared traits often translate to shared needs and purchasing behaviors.
The practice offers several advantages. By understanding the specific needs, preferences, and motivations of distinct demographic cohorts, businesses can tailor products, messaging, and advertising campaigns for maximum effectiveness. This targeted approach increases the likelihood of capturing the groups attention, fostering brand loyalty, and optimizing marketing return on investment. Historically, mass marketing was the dominant strategy, but as markets became more complex and competitive, businesses realized the value of refined segmentation to better connect with their desired audiences.