Behavior as an approach to identifying target groups from a social marketing perspective

Target groups’ identification and segmentation are critical to achieving an optimum programme outcome in social marketing. In this sense, this paper expands on the conceptual discussion of behaviour change from a social marketing perspective and theories or models about stakeholders. It aims to deepen the analysis of behaviour from the perspective of social marketing, integrating the following theories and models: The Stakeholder Theory, the Five Publics Model based on knowledge and involvement, and the MOAB Model. This study proposes guidelines to identify the variables for adequate target groups’ segmentation and identification. The methodology used has been a literature review to support the proposed theoretical development. Furthermore, it suggests a way to identify target groups in the social marketing context based on advanced empirical academic literature and presents the following guidelines: Firstly, identify the type of target group according to the level of knowledge and involvement it has, and secondly, identify the characteristics of the target group according to the following aspects: motivation, opportunity, and behaviour. For this purpose, a selection of questionnaires has been carried out whose questions will help identify each of the aspects mentioned. The proposed theoretical framework and guidelines will guide marketers in designing social marketing activities for target groups identified.