5.1.3 Psychographic segmentation
This segmentation approach involves an understanding of a consumer’s lifestyle, personality, attitudes, interests and opinions (AIO). Now we are not just focusing in the characteristics that they share (such as education, income, etc.) but also on what do they like (Bhasin, 2011).
First of all, in the case of a hotel, segmenting the market by their lifestyle is crucial and by lifestyle we mean, where does the customer stand in his life cycle (Bhasin, 2011). The segment that Holyrood Inn wants to attract consists essentially of individuals (and their families or care-takers) that spend most of their time working and like to make the most of their holidays by visiting another city for a few days with the savings …show more content…
The Federal Ministry of Economics and Technology of Germany (2004), conducted a survey of German tourists with disabilities, and highlighted that 37% of respondents had decided not to travel due to lack of accessible facilities and that 48% of respondents would travel more frequently if more accessible services were available. This group represents a large percentage of the potential tourists and, if properly managed, it can generate significant revenues. For Holyrood Inn, it is one of the principal targets and that is why marketing will be directed in this direction: to persuade, demonstrate and ensure that customers can enjoy an absolutely positive experience without having to worry about the uncertainty of the barriers and impediments that could come up against …show more content…
heavy or light users) and uses, the way a product or service is used, in other words, the benefit enjoyed (Proctor, 2000). Hence, consumer decision-making is affected by his behaviour and that is exactly how the behavioural segments are targeted (Bhasin, 2011). It is more accurate or provides more information the psychographic segmentation since it does not focus only interests and things you like but on the actual and tangible behaviour. Thus, without a doubt it can be one of the most proficient ways to segment, since it allows the firms to study the past behaviours of the market in order to offer related or substitute products or services for
This segmentation approach involves an understanding of a consumer’s lifestyle, personality, attitudes, interests and opinions (AIO). Now we are not just focusing in the characteristics that they share (such as education, income, etc.) but also on what do they like (Bhasin, 2011).
First of all, in the case of a hotel, segmenting the market by their lifestyle is crucial and by lifestyle we mean, where does the customer stand in his life cycle (Bhasin, 2011). The segment that Holyrood Inn wants to attract consists essentially of individuals (and their families or care-takers) that spend most of their time working and like to make the most of their holidays by visiting another city for a few days with the savings …show more content…
The Federal Ministry of Economics and Technology of Germany (2004), conducted a survey of German tourists with disabilities, and highlighted that 37% of respondents had decided not to travel due to lack of accessible facilities and that 48% of respondents would travel more frequently if more accessible services were available. This group represents a large percentage of the potential tourists and, if properly managed, it can generate significant revenues. For Holyrood Inn, it is one of the principal targets and that is why marketing will be directed in this direction: to persuade, demonstrate and ensure that customers can enjoy an absolutely positive experience without having to worry about the uncertainty of the barriers and impediments that could come up against …show more content…
heavy or light users) and uses, the way a product or service is used, in other words, the benefit enjoyed (Proctor, 2000). Hence, consumer decision-making is affected by his behaviour and that is exactly how the behavioural segments are targeted (Bhasin, 2011). It is more accurate or provides more information the psychographic segmentation since it does not focus only interests and things you like but on the actual and tangible behaviour. Thus, without a doubt it can be one of the most proficient ways to segment, since it allows the firms to study the past behaviours of the market in order to offer related or substitute products or services for