Marketing To Boomer + Customers Product Segmentation – Using The Consumer’s Mind

Overview: Most marketers are familiar with consumer segmentation – putting consumers into categories according to certain commonly shared attributes. However, there is another form of segmentation that can play a major role in achieving marketing success. Product or service segmentation consists of categorizing a product’s satisfaction potential in terms of consumers’ experiential aspirations. Experiential aspirations are desires people have to experience certain feelings, such as feeling loved, socially accepted or pleasure in giving gift. Experiential aspirations also include desires to avoid certain feelings, such as physical discomfort, social rejection, or guilt for violating some social standard. Experiential aspirations are not about what people want to do, but about how they want to feel. The main purpose of this paper has been to describe the concept of product segmentation and the role of identity-based experiential aspirations in consumer behavior. However, there are other categories of experiential aspirations that play highly critical roles in consumers’ buying decisions that savvy marketers would do well to study and use as a guide.

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