Before going into consumer behavior, we have to ask ourselves what is the demand and who are our targeted audiences?
There are many ways to set market segments and to target them: by the book, by needs, by loyalty, by mapping, by values, by lifestyles, by VALS (values & lifestyles), and by diffusion of innovation
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Consumer Bahavior-2 a Marketing Plan prerequisite by www.marketingPlanNOW.com
1. Consumer Behavior-2 Who is to Behave? Segmentation! Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity
2. Course Introduction, Schedule 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity part 1 part 2 part 3
9. 4. Segmentation Definition Segmentation is dividing a market into distinct groups with distinct needs, characteristics, or behaviors, who might require separate marketing-mixes .
22. 4. Segmentation Methodology - 1 /6 War Generation ( WWII ) - feeling guilt if they are wasteful Silent Generation ( Rebuilding economy post WWII ) - great savers so now it’s their turn Baby Boomers ( Booming economy 50’s-60’s ) - wants multiple choices and to feel in control Generation X ( Energy crisis, environmentalism ) - careful shoppers looking for bargains Generation Y ( Technology boom, terrorism ) - fashion & style are important to them
23. 4. Segmentation Methodology - 1 /6 Connecting your female consumers to each other connects them to your brand. If you’re marketing to one of her lives, you’re missing all the others. If she has to ask, it’s too late. Market to her peripheral vision, and she will see you in a whole new light. This generation of female consumers will lead you to the next.
26. 4. Segmentation Methodology - 1 /6 We purchase an A dded- V alue, not a product/ service - nor an experience. Delight Price Consonance Place Self-image Pace Psychological AV Practical AV
27. 4. Segmentation Methodology - 1 /6 We purchase an A dded- V alue, not a product/ service - nor an experience. Delight Price Consonance Place Self-image Pace Psychological AV Practical AV
35. 4. Segmentation Methodology - 5 /6 In your 20s you should try it all , In your 30s you should figure out what you do best , In your 40s you make money at what you do best , In your 50s you just don’t “do”, it’s when you should enjoy life .
36. 4. Segmentation VALS Chart Va lues & L ifestyle s by VALS - 5 /6
37. 4. Segmentation VALS Chart Va lues & L ifestyle s by VALS - 5 /6 =
38. 4. Segmentation by VALS - 5 /6 VALS Chart Va lues & L ifestyle s
39. 4. Segmentation Methodology - 6 /6 SEGMENTATION by Diffusion of Innovation
40. 4. Product Adoption Lifecycle Techies “ Try it” Visionaries Move ahead of the herd Pragmatists Stick with the herd Conservatives Move only when necessary Skeptics “ No way!” The Chasm
41. 4. Segmentation Methodology SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by
42. 4. Segmentation Methodologies By (the obvious) … By M apping By N eeds By L ifestyle By L oyaly By D iffusion of Innovation SEGMENTATION