An ideal humidity rate in the environment is important for healthy respiration in individuals. Humidity rate should be between 45-55 percent to ensure healthy respiration (Scholz, Bracio, Brutscheck, & Trommler, 2017). When the humidity rate goes below 45 percent, it may lead to numerous respiratory diseases (Scholz et al., 2017). Antibacterial air humidifiers will solve such a problem by increasing moisture and eliminating 99.9 percent of the particles in the air, such as bacteria and germs. The product presents additional features, such as low energy consumption and minimal noise. The marketing and distribution of the product will be based on consumer characteristics, such as demographic, lifestyle, and behavioral aspects.
Target Market Segmentation
The brand will categorize consumers based on demographic characteristics, such as age, income, education, ethnicity, marital status, household composition, occupational category, and geographic location. Categorizing the target market into smaller segments, each with a common variable, will allow the brand to use its resources and time more efficiently (Mccrohan, 2014). This type of market segmentation will also enable the brand to ensure that the needs of a particular targeted group are met.
Age. Age is the most important demographic characteristic because consumers’ preferences seem to change with time and across generations. The brand will target children, teenagers, and older adults aged 65 years and above who face a high risk of developing respiratory problems as a result of breathing polluted air particles. Children and teenagers’ lungs continue to develop until maturity, thus they are vulnerable to respiratory problems. Breathing polluted air may affect lung development in children and teenagers through exposing them to increased risks of respiratory illnesses. The antibacterial air humidifier will eliminate bacteria and germs from household air to ensure that children and teenagers can breathe clean and safe air. Thus, the antibacterial air humidifier will help to protect children and teenagers from developing respiratory problems. Elderly persons aged 65 years and above will also be targeted by the brand. As people age, their bodies become increasingly vulnerable to various health problems including respiratory complications (Humphries, 2015). Older adults face greater risks of developing frequent and severe respiratory problems such as asthma compared to individuals from other developmental stages. Therefore, the use of an antibacterial air humidifier will protect this population from potentially adverse respiratory problems linked to breathing polluted air.
Income level. Firms leverage this demographic characteristic to determine the pricing of their products. For the antibacterial air humidifier brand, the target market will comprise high and middle-income individuals who associate themselves with classic and high-quality products. The price of the antibacterial air humidifier will depend of the size of the product purchased by the consumer. Targeting high and middle-income individuals will help in terms of increased profitability for the brand.
Education level. The brand will also consider consumers’ level of education while undertaking demographic segmentation of the target market. The brand will target educated individuals with knowledge on how to operate the antibacterial air humidifier. To operate the product, one will be required to follow steps that will be outlined in the product’s label. This target market will have a great understanding of the guidelines provided to operate the product.
Ethnicity, marital status, and household composition. The brand will target high and middle-income individuals from various ethnic backgrounds that support the use of antibacterial air humidifiers. This approach will enable the brand to efficiently and effectively use its resources. The brand will target all household structures ranging from large to small families. The brand will achieve this by manufacturing and distributing various sizes of antibacterial humidifiers. For instance, the portable humidifier would be ideal for large-size household structures that do not have enough space for installing room and whole-house humidifiers. Focus will also be on high and middle-income individuals regardless of their marital status. This will enable the brand to increase the sales of its profit and help its target consumers to maintain a healthy life by protecting them from polluted air.
Occupational category and geographic location. The brand will target individuals who hold high and middle-income positions both in the public and private sectors. This approach will enable the brand to increase its profit margins. The brand will also target individuals residing in urban areas and those who live close to highways. Residents of these areas are often exposed to air pollution; thus, they face a high risk of breathing polluted air that may result in adverse health implications, such as progression of lung cancer and ventricular hypertrophy. The use of antibacterial air humidifier will help to eliminate bacteria and germs from the air thus protecting individuals from developing respiratory problems and other health complications.
The brand will consider lifestyle in categorizing consumers. This approach will enable the firm to establish and understand the needs of a particular subgroup of consumers. Focus will be on the day-to-day activities and what consumers spend their time on such as vacation, work, social events, and being indoors, among others (Weinstein & Cahill, 2014). The brand will focus on consumers who largely spend their time indoors and at work. Antibacterial air humidifiers will help to create a safe and favorable environment for such population to work or relax. The brand will focus on individuals with the desire to associate with an air humidifier that increases moisture in the air and eliminates germs and bacteria as well. Targeting consumers based on their interests will ensure that their needs are fully met. Consumers’ opinions will play a key role in targeting consumers based on their lifestyle. The brand will target consumers with positive perceptions about the use of such products. This approach will enable the brand to use its resources efficiently to meet the needs of a particular subgroup of consumers.
Behavioral segmentation is another type of target market strategy that the brand will rely on. Some of the aspects that will be included in this market segmentation include benefits sought and usage rate. Benefits sought refers to consumers purchasing products based on the features and solutions that the goods and services offer (Susilo, 2016). This brand will target consumers with the desire to purchase a humidifier that eliminates bacteria and germs from the surrounding air. The focus will also be on individuals who frequently use air humidifiers. Taking these aspects into account will ensure that the needs of target consumers are fully met.
Respiratory problems and other health issues, such as the progression of psychosocial complications and ventricular hypertrophy, result from breathing polluted air. Manufacturing and distribution of antibacterial air humidifier products will ensure that consumers are protected from respiratory problems. To market the product to consumers, the brand must consider demographic characteristics, lifestyle, and behavioral patterns. The categorization of consumers based on these aspects will be important in ensuring that the needs of the consumers are met.
Humphries, R. (2015). Health and social care for older people: Progress, problems and priorities. Quality in Ageing and Older Adults, 16(1), 27-31. https://doi.org/10.1108/qaoa-11-2014-0031
Mccrohan, K. F. (2014). Demographic Segmentation of the New Automobile Market: A Reappraisal. Marketing Horizons: A 1980’s Perspective, (pp. 5-9). https://doi.org/10.1007/978-3-319-10966-4_2
Scholz, R., Bracio, B. R., Brutscheck, M., & Trommler, P. (2017, June). Non-invasive respiratory rate detection in spontaneous respiration by humidity measurement. In 2017 28th Irish Signals and Systems Conference (ISSC) (pp. 1-6). IEEE.
Susilo, W. H. (2016). An Impact of Behavioral Segmentation to Increase Consumer Loyalty: Empirical Study in Higher Education of Postgraduate Institutions at Jakarta. Procedia-Social and Behavioral Sciences, 229, 183-195. https://doi.org/10.1016/j.sbspro.2016.07.128
Weinstein, A., & Cahill, D. J. (2014). Lifestyle market segmentation. Routledge.