eting of a specific product (Murphy and Enis, 1990). Market segmentation is a prerequisite for effective targeting. Market segmentation is the segregating of the potential customers in a market into groups having similar characteristics.
Segmentation of a market may be based upon a wide variety of variables which may be used to differentiate consumers from one another, either individually or by groups. As opposed to product differentiation, which distinguishes product possibilities, market segmentation distinguishes customer groups and customer needs. Market segmentation is, thus, . . . the subdividing of a market into distinct subsets of customers, where any subset may conceivably be selected as a target market to be reached with a distinct marketing mix (Kotler, 1990, p. 227).
Market segmentation was first applied in the contexts of distinguishing geographic and demographic characteristics. These segmentation procedures were quickly followed by the introduction of behavioristic bases of segmentation, such as purchase occasion, benefits sought through purchase, user status, and several others. The most recent market segmentation procedure is psychographics. In psychographic segmentation, buyers are divided into different groups on the basis of life style, or personality differences (Maher, 1983). In psychographic research, life style refers to the distinctive mode of individual or group orientation toward consumption, work, or leisure. When dividing buyers according to personality differences, marketers attempt to develop product brand personalities, or images, which are designed to appeal to corresponding consumer personalities. Psychographic segmentation, thus, is particularly relevant in the selection of advertising spokespersons.
Generally, expertise, trust, and attractiveness are the criteria for the selection of advertising spokespersons (Ohanian, 1990). Which of these criterion will receive the greatest em...