Demographic Segmentation Example, Definition & Market Segmentation

Demographic Segmentation Example, Definition, and Market Segmentation. Demographic segmentation definition. Target market demographics examples. Demographic segmentation, meaning, demographic audience, demographic segmentation in marketing. Target market demographics.

Demographic Segmentation

Demographic segmentation refers to the process of separating people into similar subgroups based on demographic factors. The demographic factors or variables are age, gender, ethnicity, education, religion, economic status, experience, also group membership. The three market segmentation techniques are demographic geographic, psychographic segmentation.

Demographic Segmentation Example

A political party is conducting an election campaign to motivate them. The party will persuade those people who are voters and residents at the constituency. According to the laws, people cannot exercise their voting rights who less than 18 years old. Therefore, the political party looks for more than 18 years old and residents in the same area.

Demographic Segmentation Example, Factors or Variables
Figure 1: Demographic Segmentation Example, Factors, or Variables

Demographic Segmentation Factors or Variables

The demographic factors mean a set of characteristics of the audience, such as age, gender, ethnicity, education, religion, economic status, and so more. Demographic factors are also known as demographic variables.

The demographic segmentation factors or variables are (1)Age, (2)Gender, (3)Ethnicity, (4)Education, (5)Religion, (6)Economic status, (7)Experience, (8) Group Member, (9) Nationality,(10)Marital Status, (11)Employment Status, (12)Family Status and (13)Living Status.

1. Age

Age is the most significant demographic factor of audience segmentation because it divides people into similar subgroups based on their age boundary. People are categorized based on age limits. It sets the generation of people. A generation is a group of people who get birth and grow up throughout the same period of time. People of the same age have identical characteristics and experiences.

Demographic Segmentation Example-Age

For example, Generation X refers to the people who were born between 1965 and 1980. So, they are around 41 to 56 years old. On the other hand, Generation Z refers to the people born between 1997 and 2012; therefore, they are the newest generation, and their age is about 6 to 24 years. The characteristics, passion, attire, vision, and mission are different between Generation X and Generation Z.  Hence, the audience segmentation and market researcher will not use the same strategic plan for both of these generations because they are distinguished for their different ages.

2. Gender

Gender is another important demographic factor of audience segmentation that divides people into a similar subgroup based on their sexes( Males or Females). It is a biological factor that differentiates men and women. Gender is a biological factor that sets the people’s sex, whether they are males or females. Males are also called men, and females are known as women. Men and women are strongly distinguished for their dress-up, hobby, passion, belongings, and behaviors. Therefore, the market and audience researchers choose different social, political, and advertising campaigns between males and females.

For example, a cosmetic product selling company will surely target women for product marketing. Women are more interested in buying cosmetics than men; therefore, most cosmetic companies choose women to reach their upcoming and existing product information.

3. Ethnicity

Ethnicity is a demographic factor of audience segmentation that divides people into a similar subgroup based on their tradition, culture, language, history, etc. However, many scholars have suggested avoiding ethnic stereotypes. People in the same ethnic group share similar cultures, traditions, and experiences. But, two people of the same ethnic group may have diverse attitudes, interests, and experiences because of differences in their age, gender, education, income level, and religion.

4. Education

Education level is a demographic factor of audience segmentation that divides people into the same subgroup based on their education level. The difference between an educated and uneducated person is clearly visible. The interests, attires, mentalities, and behaviors are different between educated and uneducated people. Therefore audience segmentation researchers use a different approach for target market segmentation campaigns.

5. Religion

Religion is another famous demographic factor of audience segmentation that divides people into identical or similar subgroups based on their religions such as Christianity, Muslim, Hinduism, Buddhism, Taoism, Sikhism, etc.

For instance, advertising for alcoholic beverages is taboo in the Muslim religion, whereas marketing for alcoholic liquor is highly accepted in the Christian faith. The researcher should focus on demographic factors religion before starting marketing for alcoholic liquor.

6. Economic Status

Economic status is a demographic factor that separates people into identical or similar subgroups based on their income. Income denotes a prime factor of audience segmentation that affects people’s behaviors and attitudes.

For example, if a family earns little money to exist, the family members will probably be more concerned about fulfilling basic needs. On the other hand, if a family makes a perfect amount of money, they will focus on fulfilling other’s needs such as hobbies, passions, etc.  Researchers suggested that the higher the income of a family, the more conservative their attitudes.

 7. Experience

Experience refers to the skill and knowledge obtained from exercising and training. The market analyzer needs to use a different strategy for the experienced and non-experienced potential customers to motivate a client.

For example, the experience is not similar among the potential newcomer, expert, and veteran employees. Similarly, the first year, second year, and final year students differ in expertise and knowledge.

8. Group Member

Group members refer to a demographic factor of audience segmentation that separates people into similar subgroups based on joining a group to meet demands. People join a group to meet their diverse needs, for example, spending pastimes, satisfying hobbies, playing recreational activities, etc.  A group consists of a limited number of people who share a common independent goal. For instance, football team members share a similar common goal and also represent similar attitudes and behavior.

For example, as a marketing manager, if you want to sell football players’ accessories among cricket players, it would be a worse decision.

9. Nationality

Nationality indicates the citizen of the country. Every person is a citizen of a particular country that is also known as nationality. According to international law, It a legal identification of the people under a sovereign state.

For example, Jon is a citizen of America; so, his nationality is American, whereas, Xujiao is Chinese, so his nationality is china.

10. Marital Status

Marital status refers to the marital situation admittedly. There are many types of marital status; for example, single, married, divorced, widow, separated, single parent, and conditional partnership.

List of all Malaysian Journals-Communication Journals in Malaysian

Communication Journals in Malaysian- List of Malaysian Journal of Communication. A-List of Scopus Indexed Communication Journals in Malaysian, as well as a List of Citation Indexed Communication Journals in Malaysia. Finally, List of Scopus Indexed International Journal of Communication.

Communication Journals in Malaysia

Communication journals in Malaysia mean academic flagship journals and forums in Malaysia for all communication scholars, researchers, and policy-makers to share their works. The scholar, students, lecturers, policymakers as well as business people access these journals to obtain the information related to the communication department. Usually, the most famous public and private universities in Malaysia regulate a communication journal to share expertise.

List of all Communication Journals in Malaysian

Scopus Indexed & Citation Indexed Communication Journals in Malaysian

1. Malaysian Journal of Communication (UKM PRESS)

Malaysian Journal of Communication, Jurnal Komunikasi is the pioneer journal for media and communication studies in Malaysia. It is regulated by the Universiti Kebangsaan Malaysia (UKM). It is the most famous communication journal in Malaysia that Publishes Print and Electronic version. The Publication frequency is 2 times (s) per year. Malaysian Journal of Communication is the Scopus indexed journal.

The publication charge is RM1000 in the English language and RM500 in Bahasa Melayu.

Chief Editor

Assoc. Prof. Dr Fauziah Ahmad
School of Media & Communication Studies,
Faculty of Social Sciences & Humanities,
Universiti Kebangsaan Malaysia, Malaysia.

Contact Number:
Tel: +6 03 8921 4387 / 5456
Fax: +6 03 89213542
E-mail: mention@ukm.edu.my; zuhair@ukm.edu.my

Website- https://ejournal.ukm.my/mjc
Alternate website: http://www.ukm.my/jkom/index.html

2. Kajian Malaysia (Journal of Malaysian Studies)- USM

Kajian Malaysia is another famous Communication Journal in Malaysian that published and regulated by Universiti Sains Malaysia Press. An autonomous Editorial Board formed with the staff of USM regulates this journal ethically. However, the editorial panel is constituted by scholars from national and international universities. Although the Kajian Malaysia journal focuses on works in the field of Malaysian studies. It publishes articles with theoretical content in both Bahasa Malaysia and English. It publishes the Print and Electronic version and the publication frequency is 2 time(s) per year. Kajian Malaysia is the Scopus indexed journal.

The publication charge is Free.

Contact Info:

Editor-in-Chief
KAJIAN MALAYSIA
Penerbit Universiti Sains Malaysia
Universiti Sains Malaysia
11800 USM
Pulau Pinang
Malaysia

Tel: +604 653 4421 / 4425
Fax: +604 657 5714
Email: kajian@usm.my

3. SEARCH Journal of Media and Communication Research

SEARCH Journal of Media and Communication Research is published and regulated by Taylor’s University.

  • Website: http://search.taylors.edu.my/
  • There are no charges for publishing articles
4. Pertanika Journal of Social Science and Humanities- UPM

Pertanika Journal of Social Science and Humanities is published and regulated by Universiti Putra Malaysia (UPM) Press.

5. Journal of Islamic social sciences and humanities
Non-Citation Indexed Communication Journals in Malaysian
Non-citation Indexed Journals (NCIJ)/ Mycite Journal

(There are no charges for publishing)

  1. Journal of cognitive science and human development

https://publisher.unimas.my/ojs/index.php/JCSHD

  1. Jurnal Kinabalu

https://jurcon.ums.edu.my/ojums/index.php/ejk

3. International Journal of Social Media, Digital and Interactive Technology

4. Asian journal of applied communication- UPM

5. Al-I’lam – Journal of Contemporary Islamic Communication and Media.

Scopus Indexed International Journal of Communication
CIJ Citation Index Journal

 Interscience Publisher (There are no charges for publishing with Inderscience.)

1.International Journal of Web-Based Communities

https://www.inderscience.com/jhome.php?jcode=ijwbc

2. International Journal of Information and Communication Technology

https://www.inderscience.com/jhome.php?jcode=ijict

3. Electronic Government and International Journal

https://www.inderscience.com/jhome.php?jcode=eg

Sage Publishing (There are no charges for publishing)

4. Journalism- https://journals.sagepub.com/home/jou

5. https://hrmars.com/pages/detail/IJARBSS

However, Visit this link to get a list of Malaysian government-listed journals. – http://myjms.mohe.gov.my/

Malaysian all Journals List- PDF Download
List of Journal in Malaysia

List of Journal in Malaysia Indexed by SCOPUS & ISI Web of Science (Updated July 2020)

No. Journal Title ISSN Publisher Indexed Status Impact Factor
ISI WOS Scopus 2012
1 ABU Technical Review 01266209 *Asia‐Pacific Broadcasting Union
2 Al‐Shajarah 13946870 International Islamic University Malaysia
3 Asian Academy of Management Journal 13942603 Penerbit Universiti Sains Malaysia
4 Asian Academy of Management Journal of Accounting and Finance 18234992 Asian Academy of Management and Universiti Sains Malasia
5 Asian Journal of Business and Accounting 19854064 Faculty of Business and Accountancy, University of Malaya
6 Asian Myrmecology 19851944 Penerbit UMS 0.250 (Q4)
7 Asia‐Pacific Journal of Molecular Biology and Biotechnology 01287451 Universiti Putra Malaysia
8 Asia‐Pacific Journal of Public Health 10105395 *Asia Pacific Academic Consortium Public

Health & SAGE Publication

1.057 (Q3)
9
Asiatic
19853106 International Islamic University Malaysia
10 ASM Science Journal 18236782 Akademi Sains Malaysia
11 Biomedical Imaging and Intervention Journal 18235530 University of Malaya
12 Bulletin of the Geological Society of Malaysia 01266187 Persatuan Geologi Malaysia
13 Bulletin of the Malaysian Mathematical Sciences Society 01266705 Malaysian Mathematical Society 0.798 (Q1)
14
CFD Letters
21801363 *ISSR
15 Defense S and T Technical Bulletin 19856571 Science & Technology Research Institute for
16 Gema Online Journal of Language Studies 16758021 Universiti Kebangsaan Malaysia
17 Intellectual Discourse 01284878 International Islamic University Malaysia
18 International Food Research Journal 19854668 Universiti Putra Malaysia
19 International Journal of Asia‐Pacific Studies 18236243 Universiti Sains Malaysia
20 International Journal of Business and Society 15116670 Universiti Malaysia Sarawak
21 International Journal of Economics and Management 1823836X Universiti Putra Malaysia
22 International Journal of Mechanical and Materials Engineering 18230334 University of Malaya
23 International Journal of Nanoelectronics and Materials 19855761 Universiti Malaysia Perlis (UniMAP)
24 International Medical Journal Malaysia 18234631 International Islamic University Malaysia
25 Journal of Construction in Developing Countries 18236499 Universiti Sains Malaysia
26 Journal of Information and Communication Technology 1675414X Universiti Utara Malaysia Press
27 Journal of Mechanical Engineering 18235514 Universiti Teknologi MARA
28 Journal of Oil Palm Research 15112780 Malaysian Palm Oil Board 0.230 (Q4)
29 Journal of Rubber Research 15111768 Lembaga Getah Malaysia 0.216 (Q4)
30 Journal of Science and Technology 18235034 The Confederation of Scientific and

Technological Associations in Malaysia

31 Journal of Sustainability Science and Management 18238556 Kolej Universiti Sains dan Teknologi Malaysia
32 Journal of the University of Malaya Medical Centre 18237339 University of Malaya Medical Centre
33 Journal of Tropical Forest Science 01281283 Forest Research Institute Malaysia 0.537 (Q3)
34 Jurnal Ekonomi Malaysia 01271962 Universiti Kebangsaan Malaysia
35 Jurnal Pengurusan 01272713 Universiti Kebangsaan Malaysia
36 Jurnal Teknologi 01279696 Penerbit Universiti Teknologi Malaysia
37 Jurnal Teknologi (Sciences and Engineering) 01279696 Penerbit Universiti Teknologi Malaysia
38 Kajian Malaysia 01274082 Penerbit Universiti Sains Malaysia
39
Kemanusiaan
13949330 Universiti Sains Malaysia
40 Malaysian Applied Biology 01268643 Malaysian Society of Applied Biology
41 Malaysian Construction Research Journal 19853807 Construction Research Institute of Malaysia
42 Malaysian Family Physician 1985207X Academy of Family Physicians of Malaysia
43 Malaysian Journal of Computer Science 01279084 University of Malaya 0.161 (Q4)
44 Malaysian Journal of Consumer and Family Economics 15112802 Kuala Lumpur Malaysian Consumer and Family Economics Association
45 Malaysian Journal of Economic Studies 15114554 Malaysian Economic Association
46 Malaysian Journal of Library and Information Science 13946234 University of Malaya 0.423 (Q3)
47 Malaysian Journal of Mathematical Sciences 18238343 Universiti Sains Malaysia
48 Malaysian Journal of Medical Sciences 1394195X Universiti Sains Malaysia
49 Malaysian Journal of Medicine and Health Sciences 16758544 Universiti Putra Malaysia
50 Malaysian Journal of Microscopy 18237010 Universiti Putra Malaysia
51 Malaysian Journal of Nutrition 1394035X Persatuan Pemakanan Malaysia
52 Malaysian Journal of Science 13943065 Faculty of Science, University of Malaya
53 Malaysian Journal of Soil Science 13947990 Malaysian Society of Soil Science (MSSS)
54 Medical Journal of Malaysia 03005283 Malaysian Medical Association
55 Neurology Asia 18236138 *ASEAN Neurological Association 0.147 (Q4)
56 New Zealand Journal of Forestry Science 00480134 Forest Research Institute Malaysia
57 Pertanika Journal of Science and Technology 01287680 Universiti Putra Malaysia
58 Pertanika Journal of Social Science and Humanities 01287702 Universiti Putra Malaysia
59 Pertanika Journal of Tropical Agricultural Science 15113701 Universiti Pertanian Malaysia
60 Planning Malaysia 16756215 Malaysian Institute of Planners
61
Sains Malaysiana
01266039 Universiti Kebangsaan Malaysia 0.408 (Q3)
62 SEARCH (Malaysia) 2229872X Taylor’s University College
63 The Malaysian journal of pathology 01268635 Malaysian Society of Pathologists
64 Tropical Biomedicine 01275720 Malaysian Society of Parasitology and

Tropical Medicine

0.921 (Q3)
65 Tropical Life Sciences Research 19858345 Universiti Sains Malaysia
66 Wacana Seni 16753410 Penerbit Universiti Sains Malaysia

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