Psychographics of pop music and genre

There are different types of psychographic groups that can be used to generalize a group so that a product can be specified to them, so that the product is at maximum appeal to that group.

The psychographic groups I will be targeting include the Mainstreamers, as they conform to society and pop music also tends to conform to society so therefore, my audience will be able to relate to/enjoy to the music and it's video.
I will also target my music video at the Explorers as this would be typically students which are younger people, which is one of the biggest demographic groups for pop music.

Marketers use behavioral psychology as a motivator in the decisions of a purchase of a product.

Kotler (1973) stated that the actual product or service was

only a small portion of the total consumption, the other part filled by the atmosphere or which the product was purchased or consumed from. 

Atmosphere as a marketing tool is defined by Kotler as a space consciously created to create certain effects on consumers and influence their purchase decision. 

The atmospherics has a principle that the consumers react beyond the stimuli (the album) itself. All the other objects in the envornment is what influences the consumer's decision. 

Kotler divides atmosphere into 4 senses: 

• visual (colour, size, shape, brightness)
• aural (volume and pitch)
• olfactory (scent)
• tactile (softness, smoothness, temperature)

However, this only takes into consideration the consumers who go out to a shop to physically buy the copy of the album. 


In terms of consumers who prefer digital copies and streaming services there is also evidence in terms of their behavior.  

These statistics, taken from the IFPI 2016 music consumer insight report, shows that people who use YouTube to listen to music are more likely to listen to music they already know of. Therefore, it would be beneficial for an institution to put their artist's music on there so it is accessible to the target audience.