Heinekens Target Audience: An Analysis Of Murray's Target Audience

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Target Audience

Demographic
Heineken’s target audience are non Malay Singaporean males aged 18 to 35 who drink beer.

Psychographics
They are males who strive to have progress in their lives. They are open and are genuinely interested in the world, issues beyond themselves, their family and their work. They take pride in being resourceful — building and feeding off their existing set of knowledge and contacts. They are information junkies and find the need for control, relying on having information all day long.

Secondary Research

Although a brief on Heineken’s target audience has already been given, little is known about the target audiences media habits, social interaction and their likes and dislikes.

Over the years, social media usage …show more content…

Based on the brief given, Heinekens target audience fall into three main groups of Murray's Psychogenic needs. They are ambition needs, affection needs and information needs. Heinekens target audience find the need for achievement. Research on the need for achievement has revealed that people with a high need for achievement tend to select more challenging tasks. Next, they have a need for affiliation since the brief states that they ‘takes pride in being resourceful, building contacts’. This means they have a need to spend time with others. Studies on the need for affiliation have found that people who rate high on affiliation needs tend to have larger social groups, spend more time in social interaction, and are more likely to suffer loneliness when faced with little social contact. The target audience also have a need for cognisance. This means that they have the need to seek for knowledge and ask …show more content…

A major reasons why males like playing videos games is also due to the content involved in computer games. They are usually more “masculine”. These games are filled with male stereotypes like strength, power and action. Additionally, males are attracted to video games as it allows them to interact with friends in person and online. An activity like gaming helps boys and men bond and get closer.

With this insight, I know that my target audience enjoy playing computer games. Thus, in my advertising campaign, I can create a campaign that has some games involved to attract their attention.
Use of social media
I have also found that both interviewees use social media on their way to school and work and also before they go to bed. They use social media platforms like Facebook and Instagram. They spend an average of 3-4 hours on social media. They like going on social media because amidst their busy schedules, they are able to find out what their friends are up to and connect with them. They feel lost and uneasy when they aren’t in the

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