Essay About Urban Areas And Upper Middle Class

Discuss All the Market Segments in the Film and Describe Each According to Demographic, Psychographic, Behavioral and Technographic Dimensions
Essay Preview: Discuss All the Market Segments in the Film and Describe Each According to Demographic, Psychographic, Behavioral and Technographic Dimensions

Report this essay
Discuss all the market segments in the film and describe each according to demographic, psychographic, behavioral and technographic dimensions.Hip-hop ArtistsDemographicsAge: 20-30Gender: MaleEducation: at least an Elementary School GraduateIncome: Upper Middle Class to Ultra- Rich (C – A, B)Occupation: singer, rapper, performerLocation: Urban areas (NY)PsychographicsSomeone who is currently on stage performing in front of thousands of people.Someone who people pay particular attention to what they wear (clothes, shoes)Considered as trendsetters/ early adoptersHas an abundance of sneakers due to high purchasing powerStrives to differentiate rather than belongBehavioralThey believe that a pair of shoes is never enough; that there’s always going to be something better, newer, fresher than the pair they currently own. They don’t mind the price tag; their occupation makes them more than capable of buying a whole lot of shoes, one for each day of the year if they wanted to. However, they’re picky when it comes to the design/ model of their kicks. More often they go for the exclusives, the hard to get stuff. Doing so not only validates their self worth it also boosts their street cred which equals to the amount of respect people have for them.TechnographicTelevisionHip-hop Fans/Enthusiasts DemographicsAge: 18-25Gender: MaleEducation: at least an Elementary School GraduateIncome: Lower to Upper Middle class (C) Occupation: rank and file employees, managers, studentsLocation: Urban areas (NY)PsychographicsSomeone who is fond of listening to hip-hop and is present in the urban sceneSomeone who is inspired by the ground-up stories of most MC rappers and aspires to be like themSomeone who found a sense of representation and/or belongingness with the hip-hop urban sceneSomeone who is part of a community where thee type of shoes you wear is of grave importance. For, it determines who’s ‘cool’ enough to hang out with and who’s cool enough to get the ladiesBehavioralProminent Hip-hop figures are the biggest influencer. If they see their idols wearing a particular sneakers brand/model the next day they’re getting the very same pair. They’re very much motivated by the desire to belong so their purchasing shoes more for their social benefits as opposed to the actual product itself. They don’t have a lot of money to buy an abundance of shoes so they take very good pair of the ones they do own. TechnographicTelevisionCollectorsDemographicsAge: 30-40Gender: MaleEducation: at least a High School GraduateIncome: Upper Middle Class to Ultra- Rich (C – A, B)Occupation: Managerial (professional collector, businessmen, artist etc.)Location: Urban areas (NY) to Rural areasPsychographicsSomeone who as the film mentioned may not have been able to afford a specific pair of shoes at the time of it’s release and now has the capacity to do soSomeone who validates his self worth with the amount of pairs he ownsSomeone who buys for the sole purpose of buyingBehavioralCollectors in general tend to buy shoes for it’s “exclusivity”. Whether it may be for personal use of for retail purposes, the rarer the pair is the better. They’d go the extra mile so long as they get exactly what they want. Price is never an issue. For, what they’re buying isn’t just a pair of shoes but a fulfillment of a dream; a sense of fulfillment. Knowing that only a select few owns that pair of shoes brings joy to collectors.