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A target group is a more or less exactly determined quantity of market participants, to whom an offer or a measure in marketing addresses themselves. Both goods and services and advertising messages or image statements usually address themselves to a target group. The speech of the target group is task of the communication politics in marketing-mixes.
The definition of a target group is made rather traditionally and comparatively simply by means of soziodemografische characteristics (like e.g. age, family status, available household income, geographical area after Nielsengebieten etc.), occasionally in addition, - and with more expenditure - by its psychografische characteristics (like e.g. attitudes and values with consumer behaviour resulting from it, preferences, status consciousness, openness, aesthetic feeling etc.).
Exclusion characteristics are not components of a description of target group. It at the most demarcations formulated however not, who does not belong to the target group.
The investigation of certain target groups is task of the market study. Their goal is the investigation of target groups, to which later individual product developments (thus developing new and/or changed performances) and the appropriate communication measures address themselves. The carefully formulated description of target group is for the stored product politics and market communication, partially also for the price strategy in the marketing of an offer of fundamental importance.
The individualized speech of target group participants is a component of the selling technique and the practical psychology of selling. Over motivation concepts like the Maslow need pyramid and different dominance strategies one tries to address and identify with the achievement which can be sold the potential customer properly matching.
An inaccurate target group definition every now and then even not possibly makes co-operation with the appropriate ranges in the enterprise negative, since an advertising agency must absolutely co-ordinate for example the elements of the organization with the characteristics of a target group, in order to actually also reach it. The target group regulation the foundation of each marketing is differently said and/or must from the product development back be extracted, before of a successful concept for market communication can be thought. From therefore it there can also quite be the same call circuit for a product or several, clearly target groups from each other defined.
A target group definition could e.g. be:
The target group for Beamer in Germany sex-neutrally international market participants at the age of 28 to 48 years with an available yearly income starting from approx. 20,000 euro, which are predominantly vocationally active as Weiterbildner, as well as within the domestic range to increased value on high representation quality of video or television representation put enclosure, within the gastronomischen range as tenants and/or owners of a Schankstelle guests care for commercial customers within aforementioned ranges and hotels starting from three stars categorization. Geographically a increased operational readiness level in centers of dense development can be accepted.
Examples of target groups are
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