Determine the Target Market

a. Determine the target market

To determine the target market we’ll look at the psychographic segmentation. Segmentation is necessary because a single product hardly meets the need of all customers in a mass market. A psychographic target market divides the market into groups based on social class, lifestyle and personality characteristics. By identifying and clustering common lifestyle choices, a correlation with a consumer’s  product and media usage patterns can be assumed.

The majority of the target audience for Burqini are muslim women who like to play an important role in society, with their education and job opportunities becoming par with the males in the same position. However, they like to do that in the Islamic way be it at work or sports. For that there is a need for sportswear on a daily basis for those women and also knowledge for such products and their availableness.

Some psychographic factors which may be used in such target market are as follows.

1. Lifestyle – Lifestyle segmentation is a more recent method of identifying aspects of people's lives that affect their buying behavior. In this case, most Muslim woman are inclined towards Islamic products and attire. For example, most of the advertisements in the Arab world depict women wearing head scarves and Islamic outfits. So burqini  will work wonders for such audience especially the fashion-conscious ones who like to dress-up modestly as well. Also, this product will be beneficial because not only it’s comfortable, it also provides sun protection.

2. Personality - When marketers attempt to segment markets by personality, they try to offer brands which will appeal to the consumer personalities they identify.  A person will have a rich personality only if he has high buying power as well as the taste in clothes to maintain such a lifestyle. This burqini can be targeted for those customers who won’t face much issues spending a little on them.

3. Social Class - Different consumers fall in different social classes. This depends mainly on their buying power. The buying power is affected by the background of the customer, his income as well as his spending habits. The customer will always buy to maintain his social class. People who are targeted to buy burqini fall under that category as well. This social class will also be related to the lifestyle of the women or customers who will purchase this sportswear.