Case Scenario: The key to understanding consumer buying motivation within a target market is to consider some of the differences in expectations between several of the demographic segments contained within that target market group. Product expectations can be: the lowest price for a person in a lower income level; a higher price but having more features, benefits, and value for an executive in a higher income bracket; designed specifically a younger age group; or having certain attributes to help a person identify with his or her background or nationality.
For example, if a person wants to buy American-made products only, that person could be young, older, wealthy or on a limited budget, therefore, fitting into one or more demographic groups, such as highly education, earning over $100,000, and African-American.