Lifestyle Segmentation
Cryptographic segmentation Consumer Attitudes Behaviors Perceptions Interests Reasoning: Pricing, Location of dealers, advertising all suggests that the car buying experience can be divided into demographics of lifestyle segmentation of the area. Jaguar, Lexus, Mercedes and BMW dealers tend to be located in areas where people care what they drive and perceive the nicer the car shows status. I live In Climate Falls. We have snow and they put rocks down when It snows.
I have en two Mercedes since have lived here 7 years. People don’t hold status In cars the way they do In Orange County. This Is a cow town. People use trucks. They haul things, they tow things. They hit deer in the road. When they have the dealer showcase at the Fairgrounds all of the nice diesel trucks are right up front, all shiny and polished. If you don’t drive a truck, you drive some sort of more economical family car, whether it be a minivan, or a sedan, or SUB. The billboards here in town all have Trucks or Subs on them.
You go to our parking lot at work and almost half re trucks. There are no luxury car dealers here in town. We have Ford, Honda, Toyota, Suburb, Jeep and Dodge. The trucks are very nice though and even have the newest features. You go to a parking lot In Southern California, and you find a myriad of sedans. They even hold opening parties at the Mercedes Benz dealers to showcase the newest cars. People spend more time in traffic in Southern California than they do here in Climate Falls. They want a cushy luxury car that they can spend that time. The parking spaces are smaller.
They are more people, less room for big huge trucks. People in Southern California are also more concerned with their looks and how other perceive each other. Their nice vehicle is a status symbol. (If you don’t believe that, look at all the tanned skinny people at the beaches and tell me they aren’t into looks) Where I grew up in Southern California, we had all the luxury dealers within 15 miles. And the billboards? Those showed the latest and greatest luxury car. Even the less expensive cars such as the Haunted have modeled their cars to look like luxury
This segmentation model has been successful for each group. I would Like to say having a car is not a necessity, but in today’s world it is in most places. People who and find a vehicle that will fit their lifestyle. Segmenting in this manner allows them to choose which cars to market in that area. I would market a Jaguar in Climate Falls, and I wouldn’t market an 850 with a huge cow guard and diesel engine in Southern California. This allows them to also make sure their inventory backs the demand in the area.
