Marketing 312 Consumer Behavior Assignment Based On Your Res

Mktg 312 Consumer Behavior Assignment 3 Based on Your Research

Choose a target market segment for any product, based on your research or any other segmentation scheme. Describe the person in intimate terms, including living environment, work, aspirations, outlook in life, motivations, and attitudes. Then, take two personality tests pretending to be this person, and create a chart showing their characteristics. Write a three-page double-spaced paper discussing the marketing positioning strategy to reach this customer, considering how to design the product, pricing, distribution, and promotion. Use the example of choosing pizza as the product, imagining yourself as a typical consumer with similar age and background, and explain how you would tailor marketing strategies to this target segment.

Paper For Above instruction

In this paper, I will explore the segmentation, profiling, and marketing positioning of pizza targeting a specific consumer persona I have constructed based on research and personality assessments. The primary focus is on understanding this customer's personal traits, motivations, and preferences, and then aligning marketing strategies to meet their needs effectively.

Target Market Segment Selection and Consumer Persona Description

The chosen product for this segmentation strategy is pizza, a popular food item across the United States. To create a detailed consumer profile, I imagined myself as a typical member of the target market: a college student aged around 20-22, residing in a similar environment to mine, with comparable interests and lifestyle. Specifically, I envision a male student attending Kutztown University, majoring in computer science with a minor in marketing. Originally from Allentown, he currently lives in Kutztown. This individual works part-time at Domino's as a delivery driver, which offers him firsthand insight into the pizza industry. His affinity for computers, suggested by his major, complements his job, as he occasionally assists with online orders and website operations.

The consumer’s aspirations include advancing in the technical field by becoming a computer engineer, with the ultimate goal of designing user-friendly websites for companies like Domino's. He is motivated by a desire for stability and success in his future career, which is reflected in his diligent academic efforts and extracurricular activities. His outlook on life is optimistic, emphasizing personal improvement and social interactions, evidenced by his enjoyment of group work and entertainment activities. He is fashion-conscious, believing that outfits significantly influence first impressions, and hence he always dresses in trendy, coordinated clothes.

Personality and Psychographic Insights

Based on two personality tests, the individual aligns with the ESTJ (Extroverted, Sensing, Thinking, Judging) type. The test results indicated he has a slight preference for extraversion (44%), suggesting he enjoys socializing and group activities, and a slightly higher sensing preference (19%), showing he is practical and detail-oriented. His thinking dimension (1%) reveals a logical, analytical approach to decisions, while his judging orientation (6%) demonstrates a preference for structure, organization, and fact-based judgment.

This personality profile suggests that the typical consumer is outgoing, orderly, pragmatic, and enjoys participation in group activities. He is likely to scrutinize products closely, value quality, and appreciate efficient, well-organized services. Importantly, he enjoys competitive activities such as testing various pizza brands or participating in promotional events, making him an ideal target for marketing campaigns that emphasize quality comparisons, special offers, and engaging promotions.

Marketing Strategies Tailored to the Persona

Understanding this consumer's personality and preferences enables a focused marketing approach. First, product design could leverage customization options. For example, Domino's could develop an interactive website interface allowing customers to "DIY" their pizza, choosing bases, toppings, cheeses, and sauces. Such personalization appeals to the consumer's detail-oriented and pragmatic nature.

Pricing strategies should reflect value perception. Given his analytical mindset, offering competitive prices with transparent value propositions—such as bundle discounts, loyalty rewards, and seasonal deals—would attract him. Pricing that emphasizes cost-effectiveness aligns with his pragmatic attitude and helps foster loyalty.

Distribution channels are also critical. The consumer's familiarity with digital platforms and online ordering mandates a robust, user-friendly mobile app and website. Moreover, considering his active engagement in group activities, targeted delivery and promotional events during college festivals or holidays could tap into his social and event-driven tendencies.

Promotion strategies should focus on creating attractive, engaging advertisements that highlight quality, customization, and value. Since he enjoys participating in group activities and testing different brands, Domino's could implement social media campaigns featuring customer reviews, pizza taste tests, limited-time special offers, or contests offering free pizzas for sharing photos or videos of their pizza experience.

In addition, leveraging his outgoing personality, Domino's could sponsor or host community events, college activities, or online contests to build brand affinity among similar consumers. The key is to deliver messages that emphasize the practicality, quality, and personalization of the product, aligning with his personality traits.

Conclusion

By meticulously profiling this typical consumer—an extroverted, pragmatic, detail-oriented college student with aspirations in technology and marketing—Domino's can craft targeted marketing strategies that resonate with his preferences. Customizing product options, transparent pricing, digital-first distribution, and engaging promotional campaigns will generate strong appeal. The alignment of marketing tactics with consumer personality traits not only enhances customer engagement but also fosters brand loyalty in a competitive pizza market.

References

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