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First
of all, in the demographic aspect, I think the target market is about 30 – 40
years old, the gender of the customers are mainly male character, because the
target Is the family group, and according to the stereotype, male character is
in a dominance role that decide to pursue cars. Moreover, the income of the
target should be stable, because the price of a car would be a burden if they
don’t have a stability income. However, one of the selling point of thecar is
cheap, thus the customers would not be very rich, and the target would be the
middle class.
Secondly, the geographic aspect, it is obvious that the advertisement is
in English, therefore it is possible that the target is British. Moreover, the
car is a mid – size car, it is stable and the speed of the car would not be too
fast, thus it is suitable for any climate and weather in different places,
there are no restriction on climate.
For
the psychographic, this advertise have shown that what kind of people suitable
for buying this car. In the advertise, the owner of Vauxhall Zafira is moving
in their house, which represented their value is to gaining a better living
standard and want to have a comfortable living, thus the target market are
people who have request to their living. Furthermore, the can is a mid – size
car, there are a lot of spaces at the back of the car, thus this car is for
people who like to buy huhe amount of stuff, and the interest is going
shopping. In addition, the capacity of the car is large, it is enough for a
family, so the target customers should love to held family activities and going
out with a group of people, and they would love to be out – going. Therefore,
this car is for people who always go out and travelling with family and
friends.
After talking about the target market, I would like to discuss the
reason why the customers would buy this car. According to the Maslow’ Hierarchy
Needs, the basic need is to physiological needs, all people are alive and they
can pursue the car. The next one is the safety. This car is large, and it has
glass roof, that are very hard enough to protect people in the car, besides, it
has twin front and side airbag, so
it is high stability control, very secure while driving it. The third level is
love and belonging, this car is large enough, it can carry more than five
people, so it is very convenient for the owner to travel with their friends and
family, can link a close relationship with them. In addition, the upper level
is the esteem, although this car is not for show off, it have some cool
facilities such as glass roof and a storage in above the chairs, this will make
the car stable and strong enough, so while the car owner travel with their
friends, they will feel confident, people appreciate their car, they will
respect by others and it will rise their self – esteem. The highest level is
self – actualization. This car is very large and allow driver to store lot of
stuff, it can be solving the problem of buying too many stuff. Later on, this
can have many functions and can carry many passengers, so people can do many
activities in the car, such as sleep in the car, travelling for long distance,
so it is having a sense of creativity in the product, which will attract the
customers to but it.
This is a commercial advertisement, I think
it will put on some platform that citizens would easily be aware of it. Firstly,
this advertise will appear on the television in the golden period of time, about
8 – 10 o clock in the evening, the audiences of this period of time is parents
and children, they are the target customers. Moreover, this advertisement would
be on some internet social network, for example YouTube and Facebook, it will
attract large amount of internet users to watch this advertise and increase the
reputation.
