Professional Documents
Culture Documents
Chapter 6:
Understanding High-Tech Customers
Factors that
affect purchase
decision
High Tech
Customer
Chapter Outline
Migration/Upgrade Decisions
Jakki Mohr
2000
Relative Advantage
Benefits of adopting the new technology
compared to the costs
Implication: Marketers must understand
customer perceptions of benefits vs. costs
Compatibility
Similarity to existing ways of doing things
Compatability with cultural norms
Implication: Marketers must educate
customers if compatibility is low
Jakki Mohr
2000
Complexity
Observability
Jakki Mohr
2000
Categories of Adopters
Laggards
Late
Majority
Early
Majority
Early
Adopters
{
{
Innovators
Technology
Enthusiasts
Pragmatists
Conservatives
Skeptics
Visionaries
Jakki Mohr
2000
Innovators:
Technology Enthusiasts
Pragmatists (Cont.)
Laggards: Skeptics
Luddites
Jakki Mohr
2000
Target Innovators or
the Early Majority?
Jakki Mohr
2000
Visionaries
Adventurous
Think/spend big
Want to be first in
implementing new ideas
in their industries
Think pragmatists are
pedestrian
Pragmatists
The Chasm
Marketing to Pragmatists
Marketing to Pragmatists
(Cont.)
Marketing to Conservatives
Jakki Mohr
2000
Jakki Mohr
2000
Jakki Mohr
2000
2. The Tornado:
3. Main Street
Jakki Mohr
2000
Jakki Mohr
2000
Demographics
Geographics
Psychographics (Values and lifestyles)
Behavioral Variables
Useage Volume
Benefits Sought
Useage Occasion
Jakki Mohr
2000
Jakki Mohr
2000
LESS AFFLUENT
SIDELINED CITIZENS:
MORE AFFLUENT
HANDSHAKERS:
TRADITIONALISTS:
MEDIA
JUNKIES:
TECHNOSTRIVERS:
DIGITAL
HOPEFULS:
GADGETGRABBERS:
FAST
FORWARDS:
BUSINESS
NEW AGE
NURTURERS:
FAMILY
MOUSE
POTATOES:
.
Jakki Mohr
2000
ENTERTAINMENT
LESS AFFLUENT
SIDELINED CITIZENS:
MORE AFFLUENT
HANDSHAKERS:
TECHNOSTRIVERS:
SIDELINED CITIZENS:
GADGETGRABBERS:
FAST
FORWARDS:
BUSINESS
NEW AGE
NURTURERS:
FAMILY
MOUSE
POTATOES:
.
Jakki Mohr
2000
ENTERTAINMENT
SIDELINED CITIZENS:
LESS AFFLUENT
HANDSHAKERS:
TRADITIONALISTS:
MEDIA
JUNKIES:
TRADITIONALISTS:NEW AGE
Willing
to use technology
but slow
DIGITAL
NURTURERS:
to upgrade. Not convinced
HOPEFULS:
upgrades and other add-ons are
worth paying for.
MOUSE
GADGETPOTATOES:
.
MEDIA JUNKIES:
GRABBERS:
Seek entertainment and can't find
much of it online. Prefer TV and
older media.
Jakki Mohr
2000
BUSINESS
FAMILY
ENTERTAINMENT
SIDELINED CITIZENS:
THE PESSIMISTS
TECHNO-STRIVERS:
AFFLUENT
Use technology from MORE
cell phones
LESS AFFLUENT
and pagers to online services
HANDprimarily to gain career edge.
SHAKERS:
DIGITAL HOPEFULS:
Families with a limited
budget but
TRADITIONALISTS:
still interested in new technology.
Good candidates for the under$1000 PC
MEDIA
JUNKIES:
GADGET-GRABBERS:
They also favor online
entertainment but have less cash to
spend on it.
TECHNOSTRIVERS:
DIGITAL
HOPEFULS:
GADGETGRABBERS:
FAST
FORWARDS:
BUSINESS
NEW AGE
NURTURERS:
FAMILY
MOUSE
POTATOES:
.
Jakki Mohr
2000
ENTERTAINMENT
SIDELINED CITIZENS:
LESS AFFLUENT
NEW AGE
NURTURERS:
MOUSE
POTATOES:
.
Jakki Mohr
2000
BUSINESS
FAMILY
ENTERTAINMENT
Jakki Mohr
2000
Word of mouth
Similarities in whole product needs
Jakki Mohr
2000
Jakki Mohr
2000
Implication:
Offer migration
assistance
Indefinitely
CUSTOMER OPTIONS:
Constrained
Enlarged
Jakki Mohr
2000
Jakki Mohr
2000
Jakki Mohr
2000
Jakki Mohr
2000