【优质】ConsumerDecisionMakingBehaviour.pptVIP

Consumer Decision Making Behaviour Week 1 The foundations of consumer behaviour Market Segmentation Who uses segmentation? Cars Shoes Shampoo Chocolate David Jones Mitre 10 Krispy Kreme Target Charities Theatre Sports Equipment Machinery Tools Uses of segmentation Nine main bases for segmentation Geographic segmentation Where the market is divided by location Assumes that people who live in the same area share some similar needs and wants Geographic markets can be easily reached by local media Some firms use geographic segmentation to adopt a ‘localised’ strategy, however other firms adopt a ‘global’ strategy Possible geographic segmentation bases Region Capital cities Towns Rural Housing density High Medium Low Climate Hot Cold Wet Location Inner-city Suburban Outer-urban State NSW Victoria Queensland Demographic segmentation Demography refers to the identifiable and measureable characteristics of a population Includes characteristics such as: age, income, marital status, education Demographic information is very accessible and cost-effective to obtain Demographic segmentation is one of the most popular ways to segment customer groups Possible demographic segmentation bases Age 12-17 18-34 And so on Marital Status Single Married De facto, etc. Education Secondary TAFE Bachelors, etc. Occupation Professional White-collar Blue-collar Income $20,001-$30,000 $30,001-$40,000 And so on Age Age is often a strong determinant of product choice Health club/gym example... Aged 18-34 Goal is to ‘look good’ Aged 35-54 To help ‘deal with stress’ Aged 55 and over For ‘medical-physical therapy’ Age cohorts Age cohorts are born during the same period and travel through life together Examples include, ‘baby boomers’, Generation X and Generation Y Therefore, they ‘share’ similar events and general changes in lifestyle May include war, depression, the “1960’s”, and so on Age cohorts will generally hold the same interests through life An example is they will probably enjoy