Determining the target audience

Target audience (target audience, target group, target audience) is the audience to which, first of all, marketing communications are targeted.

The target audience has common or similar:

characteristics (demographic, geographic, economic, psychographic, etc.);

the idea of the “quality” of a product (service) has a similar relationship to the quality of communication;

motivation to buy;

methods and methods of making a purchase;

preferences for where to shop.

Common or similar characteristics of the target audience:

demographic characteristics of the target audience - age, gender, marital status and family size, nationality, profession, education;

geographical features of Central Asia - the location of the region, the dynamics of its development, population size and density, accessibility of the media, structure of commercial activity, climate, legal restrictions, development of the transport network.

economic characteristics of Central Asia - employment, income level, and, as a result, purchasing power;

psychographic signs of the target audience - social group, behavioral habits, temperament, character traits, life position, dominant motives of behavior, lifestyle, value system.

The main property of the target audience from a marketing point of view is that these are the people who are more likely to buy a product or use a service.

However, marketing goals can be set not only in relation to customers. A target group can also be considered a group whose attention and loyalty are important (media, professional community, intermediaries in the marketing channel). These target groups have their own goals. Thus, individuals who influence the purchase are identified as a separate target audience. The target audience includes not only direct consumers of goods and services, but also those who make purchasing decisions and make purchases. The target audience also includes opinion leaders or persons who influence others in the selection process.

Identifying the target audience is one of the main issues in marketing. Marketing work from the creation of a product to its distribution is not possible without defining the target audience. Based on the manufacturer’s knowledge of its potential audience of goods and (or) services, taking into account the audience’s requirements for goods and services, based on knowledge of consumption and shopping habits, positioning, assortment selection, and development of a development strategy for the enterprise as a whole are carried out.

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