Q1a. Research and Planning

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Psychographics of pop music and genre

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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 c...
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Demographics of pop music and genre

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Demographics: Many streaming services (e.g. Spotify) have a short enrollment process which allows them to obtain some information about the consumer so that the type of music they supply is relevant to that individual.  This therefore suggests that age and gender can determine what type of music an individual prefers.  Gender differences A study done by Paul Lamere (2014) collected data from 200 thousand randomly selected consumers that have self-identified as either male or female. He tallied up the number of male and female listeners for each artist and then ranked the artists in order of listeners. Artists that appear as red do not rank on the opposite gender's top 40 Lamere's results show that there are gender differences between genre and music preference. This means that a music providing company can cater to a consumer if the gender is not provided. Therefore, we can determine which gender is more likely listen to a specific genre by looking at the...
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