Professional Documents
Culture Documents
Consumer Behavior
The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Consumer Behavior
People
Why do different consumers purchase different products? What ways do consumers go about buying products?
Marketing
How are products designed for and sold to consumers? How does advertising work to influence consumer preferences?
Informed Individuals
Regulatory Policy
Marketing Strategy
The Marketing Concept What is Marketing Strategy? Providing superior customer value.
What is value?
1. Identify segmentation variables and segment the market 2. Develop profiles of resulting segments Market Targeting 3. Evaluate the attractiveness of each segment 4. Select the target segment(s)
Product/Service Positioning 5. Identify possible positioning concepts for each target segment 6. Select, develop, and communicate the chosen positioning concept
Segmentation
Segmentation is a concept that recognizes the diversity in the marketplace. The process of segmenting the market produces clusters of people who enjoy similar product features.
Segmentation
Goal: Identify segments that seek different benefits and, therefore, will be responsive to different positionings of the product/offerings. Means: Link benefits sought to characteristics that make customers readily identifiable and accessible. For example:
User status, Demographics, Media exposure patterns,
Caution: Avoid over-segmenting; make sure that each segment is substantial enough to justify a unique positioning effort.
Market Segmentation
Bases for Segmentation
Usage
Non-users vs. Category users Competitor users vs. Own brand users
Geographic
Zip Code Analysis Regional Analysis
Demographic
Age Gender Income Others
Market Segmentation
Usage Segmentation Category Usage Nonuser s (%) Light Half %pop %use Heavy Half %pop %use
22 52
39 10 24 13 48 13
39 24 48
90 87 87
Cereal 4
Brand Usage $ to Sales - Target people/companies with profile of current user $ to Opportunity - Target users of competitive brands or nonusers
Market Segmentation
Geographic Segmentation Zip Code Analysis Regional Analysis
Demographic Segmentation
Age Gender Income Others
http://www.census.gov/cgi-bin/gazetteer
Volkswagen Ads:
5-second-rule.mov Synchronicity II.mov Turbonium.mov Smarter Looking.mov
Market Segmentation
Benefit Sought Segmentation Dane County Beer Market Light
B Miller
Inexpensive
C
A
Pabst
Sprecher
Hi Quality
New Glarus
Malty, Full-Bodied Circles indicate consumer segments in order of size. A, B, C, D are local brands
Market Segmentation
Psychographic Segmentation
Lifestyles Values Attitudes Interests Opinions
www.claritas.com
Market Segmentation
Psychographic Segmentation
Survey Details Mail Survey by Market Facts, Inc. Sample - 2000 women (80% return)
Questionnaire:
A) 214 Attitude Statements - When it comes to a choice between nutrition and taste in my family meal planning, I put nutrition first. - I wouldnt let animals come into the house because of the dirt. - I get upset when things are out of place in my house. - If there is a flu bug going around, I'm sure to catch it. - Once youve got a cold, there is very little you can do about it. B) Product Usage for 69 Products C) Brand Usage for 38 Products D) Demographic Questions Analysis - Factor analysis to Select Segments
Market Segmentation
Psychographic Segmentation
Drug Segments
35% - Realists Not health fanatics not excessively concerned with protection from germs. They view remedies positively, want something that is convenient and works, and do not feel the need of a doctor-recommended medicine. Are doctor and prescription oriented, are neither fatalists nor stoics concerning health, but they prefer the stamp of authority on what they do take. Have a low health concern, are least likely to resort to medication, and are highly skeptical of cold remedies. Have a health concern, regard themselves as prone to any bug going around and tend to take medication at the first symptom. They do not look for strength in what they take, but need some mild authority reassurance.
23% - Skeptics
11% - Hypochondriacs
Market Segmentation
Psychographic Segmentation
Product Usage Among Drug Segments
Realist
Upset Stomach Remedies Acid Indigestion Hangover Remedies Cold or Allergy Tablets Nasal Sprays Nasal Inhalers Liquid Cold Remedies Cough Drops Sore Throat Lozenges Cough Syrup Pain Reliever Tablets
49 46 27 74 33 26 17 71 53 59 90
43 45 21 57 27 23 16 71 56 54 88
32 35 17 41 21 17 11 58 37 31 77
59 50 31 72 38 31 21 76 62 65 95
Segmentation Examples
House of Blues
ComputerBug.com Yahoo! Snickers Ads: My Little Buddy.mov The Hands.mov Voting-booth.mov
Market Segmentation
Criteria For Segmentation
Identifiable Accessible Responsive Significant
Capturing Segments
Instruments Available
Price Product Distribution Promotion
Positioning
Positioning requires designing a company and product image and developing a marketing mix to promote the image to the target segment(s).
Positioning Statement
The key concept of an idea to be communicated to a target market via elements of the marketing mix. Elements:
Target Concept (Frame of Reference) Point of Difference
Discussion
Develop positioning statements for:
Coca-Cola (Classic) UW-Whitewaters College of Business Amazon.com Pets.com
Discussion
Coke Ads: Teach-the-world-to-sing.mov Dancers.mov Parrot.mov Amazon Ads: worry-about-y2k.mov Is it big enough.mov Emahtskcblvdt.mov Pets.com: Crazy Dog Park.mov Bribes.mov Tabby.mov Christmas-time.mov
Internal Analysis
Core competencies
Marketing Mix
Product, Place, Promotion, Price
Outcomes
Individual, Firm, Society
Internal Influences
Perception Learning Memory Motives Personality Emotions Attitudes
Discussion
Roberts American gourmet snack foods produces herbal-based snacks such as Spirulina Spirals and St. Johns Wort Tortilla Chips. According to the company president, Were selling like crazy. We dont do research. We react as sort of a karma thing. How would you explain the firms success? What are the advantages and disadvantages of this approach?
Discussion
What is the consumer behavior model for the following items?
Bicycles Luxury cars Inexpensive cars Skis Pets Personal computers