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BEHAVIOR
TUTORIAL 1
Segmentation, Targeting,
and Positioning
Bases
Used to
Segment
Consumer
Markets
Demographics
Psychographics
Behavioral
3
Demographic Segmentation
Age,
Gender,
Family size or life cycle,
Income,
Occupation,
Education,
Religion,
Race,
Nationality
4
Psychographic Segmentation
Behavioral Segmentation
Occasions
When buyers get the idea, make purchase or use the product
Benefits sought.
e.g. Colgate
Behavioral Segmentation
User status.
Nonusers
ex-users.
Potential users.
First-time users.
Regular users.
Usage rate.
Light.
Medium.
Heavy.
Positioning
Positioning:
Customer Value
Marketing mix
10
Market segmentation
Positioning strategy
New products
New market applications
Marketing mix
Consumerism
11
12
Consumerism
Set
of
activities
by
individuals,
independent organizations, government
agencies and businesses designed to
protect the consumers from unethical
market conduct.
13
Tutorials
Why would someone shop on the internet?
Buy a motor bike? An expensive meal?
1.
a.
b.
2.