Positioning Segementation Consumer Behavior

1. SESSION 3
Marketing & Public Relations Council

2. http://www.youtube.com/watch?v=C-7s8HbHIew

4. • Psychographics & Behaviorist
Market
Segmentation
• Demographics & Geographic
• Understanding Perception
Positioning • The Perceptual Map
Consumer
• The Consumer Behavior Model
Behavior

5. Psychographics Demographics
Behaviorist Geographic
Consumer
Segmentation Positioning
Behavior

6. What is your favorite movie?
What is your favorite genre of music?
Melody „beyata7ada el malal‟ f3lan – do you agree?
Who is your role model?
“No woman, no cry” – what do you think?
Consumer
Segmentation Positioning
Behavior

7. Consumer
Segmentation Positioning
Behavior

8. Focuses on why consumers purchase the product.
It is an operational technique to measure lifestyles.
Consumer
Segmentation Positioning
Behavior

9. Focuses on why consumers purchase the product.
It is an operational technique to measure lifestyles.
Consumer
Segmentation Positioning
Behavior

10. Lifestyle
Attitude
Interests
Opinions
Personality
Motives
Consumer
Segmentation Positioning
Behavior

11. Behaviorist often called “usage”
Focuses on the feeling of people or the usage of the
target towards the product/service
80/20 rule (80% sales are to 20% of your customers)
Consumer
Segmentation Positioning
Behavior

12. Focuses on who purchases the product.
It is an operational technique to measure structure.
Consumer
Segmentation Positioning
Behavior

13. Focuses on who purchases the product.
It is an operational technique to measure
structure.
Consumer
Segmentation Positioning
Behavior

14. Gender
Income
Age
Ethnicity
Education
Consumer
Segmentation Positioning
Behavior

15. Location
Rural
Suburban
Urban
Size
State Size
City Size
County Size
Consumer
Segmentation Positioning
Behavior

16. Understanding Perception…
(1) Exposure
(2) Attention
(3) Selection
(4) Retention
Consumer
Segmentation Positioning
Behavior

17. Consumer
Segmentation Positioning
Behavior

18. Consumer
Segmentation Positioning
Behavior

19. Consumer
Segmentation Positioning
Behavior

20. Consumer
Segmentation Positioning
Behavior

21. Consumer
Segmentation Positioning
Behavior

22. Consumer
Segmentation Positioning
Behavior

23. Consumer
Segmentation Positioning
Behavior

24. Consumer
Segmentation Positioning
Behavior

25. http://www.youtube.com/watch?v=a91eiu_eer4

26. Definition
A marketing strategy to influence how the market segment
perceives the good or service offered in comparison to the
competitor.
It is creating a brand personality and evokes a certain
image.
Consumer
Segmentation Positioning
Behavior

27. High Speed
Low Quality High Quality
Low Speed
Consumer
Segmentation Positioning
Behavior

28. MULTIPLE CHOICE QUESTION
What is the difference between a „customer‟ and a
„consumer‟?
A consumer buys the product while the customers use it.
A customer buys the product while the consumers use it.
A customer is a consumer, they‟re just different terms.
A customer and consumer may purchase the product but only the
consumer uses it.
A customer and consumer may purchase the product but only the
customer uses it.
Consumer
Segmentation Positioning
Behavior

29. A customer and consumer may purchase the
product but only the consumer uses it.
Consumer
Segmentation Positioning
Behavior

30. Need Recognition
Information Search
Evaluation of Alternatives
Purchase
Post Purchase
Consumption & Divestment
Consumer
Segmentation Positioning
Behavior

31. http://www.youtube.com/watch?v=RmEI3_NhZj4
Consumer
Segmentation Positioning
Behavior