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CONSUMER
BEHAVIOR TUTORIAL 1
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egmentation, Targeting,
and Positioning
2
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Bases for egmentation
3
No single best way to segment amaret
Behavioral
Psychographics
Demographics
Geography
BasesUse! to
Segment
Cons"merMarets
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Demographic
egmentation
Age#
$en!er#
%amily si&e or li'e (y(le#
In(ome# O((")ation#
E!"(ation#
Religion#
Ra(e#
Nationality
4
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*i+i!ing a maret into !i,erent gro")sbase! on-
So(ial (lass.
Li'estyle. /ersonality (0ara(teristi(s.
5
Psychographic
egmentation
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Behavioral egmentation
*i+i!ing maret into gro")s base! on t0eir nowle!ge o'#
attit"!e towar!s# "ses 'or an! res)onse to a )ro!"(t.
Occasions
○ 0en b"yers get t0e i!ea# mae )"r(0ase or "se t0e )ro!"(t
○ Valentines !ay# mot0er2s !ay
Benefts sought.
○
*i,erent segments !esire !i,erent bene3ts 'rom )ro!"(ts.○ e.g.
Colgate 4
○ E(onomi( 5low )ri(e6
○ Me!i(inal 5!e(ay )re+ention6
○ Cosmeti( 5brig0t teet06
○ Taste 5goo! tasting66
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Behavioral
egmentation
User status. Non"sers
e78"sers.
/otential "sers.
%irst8time "sers.
Reg"lar "sers.
Usage rate. Lig0t.
Me!i"m.
Hea+y.
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Positioning
/ositioning- T0e )la(e t0e
)ro!"(t o((")ies in(ons"mers2 min!srelati+e to
(om)eting)ro!"(ts.
Ty)i(ally !e3ne! by(ons"mers on t0ebasis o'
im)ortantattrib"tes.
!
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C"stomer Val"e
T0e !i,eren(e between all t0e bene3ts!eri+e! 'rom t0e
total )ro!"(t an! allt0e (ost o' a(9"iring t0ese bene3ts
"
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Mareting mi7
#$
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Cons"mer be0a+io"r an! maretingstrategy
Maret segmentation
/ositioning strategy
New )ro!"(ts New maret a))li(ations
Mareting mi7
Cons"merism
##
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New Maret A))li(ations
#2
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Cons"merism
#3
Set o' a(ti+ities by in!i+i!"als#in!e)en!ent organi&ations#
go+ernmentagen(ies an! b"sinesses !esigne! to
)rote(t t0e (ons"mers 'rom "net0i(almaret (on!"(t.
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T"torials
#4
1. 0y wo"l! someone s0o) on t0e internet:B"y a motor bie: An
e7)ensi+e meal:
a. 0y wo"l! someone else not mae t0ose
)"r(0ases:b. How wo"l! yo" (0oose one o"tlet# bran! or
mo!el o+er t0e ot0ers: o"l! ot0ers mae t0esame (0oi(e in t0e
same way:
;. *o yo" 'ollow t0e (ons"mer !e(isionmaing )ro(ess !es(ribe!:
How wo"l! yo"e7)lain any !i,eren(es:
