ABNER D. DEQUITO PROF. MA.

CRISTINA MORFI
BSBA-EXECUTIVE CLASS III-2 Advertising

THINK CRITICALLY
1. Describe three market segments for Valentine's Day gifts.
2. Explain how psychographics influences purchase for Valentine’s Day/
3. Why is the marketing mix important for products that are traditionally sold as gifts for holidays?
4. How can businesses benefit from mass marketing of holidays?

Answer:

1. Three market segments for Valentine's Day gifts.

 Demographic segmentation is the method of dividing markets on the basis of demographic variables, such
as age, gender, income, ethnic background and family life cycle. • Marketers use demographic information
to segment markets because it is widely available and often related to consumers’ purchasing and
consuming behavior. 1. Age • Needs and wants are varies across age groups. Older age group may have
different needs than younger group. • Specific age groups are tremendously attractive markets for a variety
of product categories. • By segmenting the market using age, marketers are more certain on their target
market and thus, lead to better productivity and efficiency.
 Psychographic segmentation includes the variables of personality, motives, lifestyles, and social class. 1.
Personality • Individual characteristics which reflect traits, attitudes and habits. • The attitudes towards
certain products will affect the consumer behavior and purchase decision. The marketers are trying to
appeal to these motives such as safety, status and rationality. Often certain socioeconomic characteristics,
such as income and education are included.
 Geographic segmentation - calls for dividing the market into different geographical units such as nations,
regions, states, counties, cities or neighborhoods or climates. Climate is frequently used because of the
dramatic impact it has on the purchasing behavior. Marketers are able to identify the needs and preferences
of the local people based on their geographical location. They can also understand the sensitivity of the
locals through their cultures, norms, and practices. A company may decide to operate in one or a few
geographical areas, or to operate in all areas but pay attention to geographical needs and wants.

2. Psychographics influence purchase for Valentine’s Day by Certain brands are loved more by the extroverts
and certain are the favorite of the introverts.  It is your personality traits that affect the connection between you and
your favorite brand. How much a person enjoys shopping and whether he is more likely to shop online or offline
will be affected by his personality traits. Even people’s choices of holiday spots are affected by their personalities.
Whether you are more romantic at heart or more of a risk taker affects your choice of vacation spots.
3. Mass marketing holidays benefits to the business because they have more time to increase their sales,
number of consumers and to promote their product easily. The consumer act more quickly and buy. They are more
willing to spend and have consumers awareness to marketing hat will suggest what they should spend their money
on.