Consumer Segmentation -
Purchasing process




michal.hysky@nokia.com

1   © 2005 Nokia
Consumer Segmentation

Consumer Segmentation Model Map
                                                High Involvement   ...
Consumer Segmentation

Consumer Segmentation Model Map
                                              High Involvement



 ...
Consumer Segmentation | Style leaders


Style leaders                                                                     ...
Consumer Segmentation | Style leaders


Style leaders                                                            HIGH INVO...
Consumer Segmentation | Style followers


Style followers                                                                 ...
Consumer Segmentation | Style followers


Style followers                                                                H...
Consumer Segmentation | Career builders


Career builders                                                                 ...
Consumer Segmentation | Career builders


Career builders                                                               HI...
Consumer Segmentation | Comfortable seniors


Comfortable seniors                                                         ...
Consumer Segmentation | Comfortable seniors


Comfortable seniors                                                      HIG...
Consumer Segmentation | Family providers


Family providers                                                               ...
Consumer Segmentation | Family providers


Family providers                                                         HIGH I...
Consumer Segmentation

Consumer Segmentation Model Summary Map
                                                High Involv...
Czech consumers are decisive about handset selection
    Did you know what you wanted?
l    41% of respondents knew exactl...
Network versus manufacturer mindset
    Did you choose the network first, or the handset?

l    38% of Czech consumers cho...
Influences on purchase – single most important
    Which of the following were most influential on your purchase?

l    Re...
Purchase location by segment in detail
    Where did you purchase your mobile handset?

l    Operator owned channels are d...
Conclusion



Conclusion

 • The most important segments are Family providers and
   Comfortable seniors – majority of the...
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Chování zákazníka při výběru telefonu

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Chování zákazníka při výběru telefonu

  1. 1. Consumer Segmentation - Purchasing process michal.hysky@nokia.com 1 © 2005 Nokia
  2. 2. Consumer Segmentation Consumer Segmentation Model Map High Involvement Technology Young Leaders Explorers Style Pragmatic Leaders Leaders Career Builders Young Settlers Aspirational Rational Style Seekers Practical Homeowners Style Followers Family Comfortable Seniors Providers Low Involvement 2 © 2005 Nokia
  3. 3. Consumer Segmentation Consumer Segmentation Model Map High Involvement Style Leaders Career Builders Aspirational Rational Style Followers Family Comfortable Seniors Providers Low Involvement 3 © 2005 Nokia
  4. 4. Consumer Segmentation | Style leaders Style leaders HIGH INVOLVEMENT Life, Work, Values and Activities ASPIRATIONAL RATIONAL • Over represented in young and young married couples with LOW INVOLVEMENT kids • Tend to be well-educated and well-off • Optimistic and highly motivated. Willing to try new experiences • Hard-working perfectionists. Like to take initiatives • Willing to take risks to get what they want • Environment values in general are important to them • Spend a lot of time outside, like socializing and ‘Set mobile trends’ eating out • Cinema, music, photography, and competitive “My cell phone gives me freedom and mobility. I don’t and sporting activities feel guilty when I am leaving the office because I am not really leaving" 4 © 2005 Nokia
  5. 5. Consumer Segmentation | Style leaders Style leaders HIGH INVOLVEMENT Mobile telephony ASPIRATIONAL RATIONAL • They like to be up to date with the latest trends and LOW INVOLVEMENT cutting edge design • Mobile phone should have the latest features even if they don’t use them – it shows they know technology • May well us it as a fashion accessory • It’s important to personalize the outside look • Are embarrassed if their phone looks outdated • Want people recognize the mobile phone brand they use • Camera and music are big amongst them 5 © 2005 Nokia
  6. 6. Consumer Segmentation | Style followers Style followers HIGH INVOLVEMENT Life, work, values and activities ASPIRATIONAL RATIONAL • Workers with middle educational level and mid-to-low LOW INVOLVEMENT economic level. • Settled and risk adverse, pragmatic. Work to make a living and survive. Wish to have better material life. Don’t take (or have) time to appreciate things • Ecologically aware. • Need benchmarks and rely on leaders and law. However, have room for personal expression • Meals with family everyday, rarely go out, never travel. ‘Show my style’ • Limited time for reading or watching TV “I don’t text. It takes too long. Talking lets you express yourself more clearly" 6 © 2005 Nokia
  7. 7. Consumer Segmentation | Style followers Style followers HIGH INVOLVEMENT Mobile telephony ASPIRATIONAL RATIONAL • Aspiring to a stylish device LOW INVOLVEMENT • They are design oriented. They would prefer a great looking mobile phone rather than having the latest features • A mobile phone can be used as a fashion accessory and they feel proud when people look at their mobile • Looking for ‘status symbol’, Stylish, modern devices with unique/different forms, without paying top prices • Features important, but secondary to the device image and practicality 7 © 2005 Nokia
  8. 8. Consumer Segmentation | Career builders Career builders HIGH INVOLVEMENT Life, Work, Values and Activities ASPIRATIONAL RATIONAL • Likely to be in an established relationship, possibly parents. LOW INVOLVEMENT • Skew to mid-high education and income. • Hard work & active social life, desire to go out, have fun and socialize - hedonists. • Optimists, strong interest in self development. • Enjoy taking risks, do things just to prove they can. • Entrepreneurship is prominent ‘Make it work for me’ “I have 400 contacts entered into this phone" 8 © 2005 Nokia
  9. 9. Consumer Segmentation | Career builders Career builders HIGH INVOLVEMENT Mobile telephony ASPIRATIONAL RATIONAL • Relatively feature knowledgeable but usage of more LOW INVOLVEMENT advanced functions fairly limited • Very balanced purchasing preferences • Will consider trying something new if it looks good and is modern • Camera favorites • Want an all in one phone with computer functions • Appear to want more than will use – always looking for value for money • Brand important. Aware of all manufacturers’ reputation 9 © 2005 Nokia
  10. 10. Consumer Segmentation | Comfortable seniors Comfortable seniors HIGH INVOLVEMENT Life, Work, Values and Activities ASPIRATIONAL RATIONAL • Mainly married and retired, and usually have grand- LOW INVOLVEMENT children • Typical grand-parents. Most characterized by settled life. Usually satisfied with their way of living. They feel no nostalgia for the past • Ruled by habit and strict routine. Like to spend time at home. • Somewhat active, drive a car everyday, travel within country from time to time. Browse stores and go to restaurant occasionally. ‘Keep in touch’ “Sometimes I think I could get a new phone but I like this one. It works, and I like it, so I stick with it" 10 © 2005 Nokia
  11. 11. Consumer Segmentation | Comfortable seniors Comfortable seniors HIGH INVOLVEMENT Mobile telephony ASPIRATIONAL RATIONAL • Simplicity and ease of use are key drivers of choice LOW INVOLVEMENT • No great brand affinity though trust and reliability are mentioned • Phone has to be “good value”, doesn’t necessarily mean “cheap” • Do not depend on mobile phone to organize life • Are not proud when people look at their mobile, not embarrassed if their mobile looked outdated • Not important to personalize outside look 11 © 2005 Nokia
  12. 12. Consumer Segmentation | Family providers Family providers HIGH INVOLVEMENT Life, work, values and activities ASPIRATIONAL RATIONAL • Usually married with children. LOW INVOLVEMENT • Work to „live and survive“ • Pessimists who don’t like going out, don’t seek fun. Not decisive, and fearful of future. Wish to be more affluent. • Status quo and economic security are main drivers in life • Do not feel part of society as a whole. Not concerned about environment or religion • Enjoy watching videos/DVDs at home. ‘Want proven products’ “I do not particularly like it (mobile phone) but my work depends on it" 12 © 2005 Nokia
  13. 13. Consumer Segmentation | Family providers Family providers HIGH INVOLVEMENT Mobile telephony ASPIRATIONAL RATIONAL • Basic users looking for a simple phone with good feature LOW INVOLVEMENT set in a nice package • Very much ‘middle of the road’ view on design - must look simple, modern • Camera/video function widely mentioned • Less concerned with brand relative to other groups and willing to try almost anything • Good quality with looks and features better than basic offering preferred • Price an issue – Will not spend more for extras 13 © 2005 Nokia
  14. 14. Consumer Segmentation Consumer Segmentation Model Summary Map High Involvement Style Leaders Career Builders Aspirational Rational Style Followers Family Comfortable Seniors Providers Low Involvement 14 © 2005 Nokia
  15. 15. Czech consumers are decisive about handset selection Did you know what you wanted? l 41% of respondents knew exactly which handset model they wanted to get before their purchase. A further 18% knew which brand they wanted, but not the actual model; and so on, down to just 7% that had no idea what they were going to purchase. l Looking at the data across the different segments indicates that some variance in the mindset of consumers, as expected – Knowing the specific model of handset was the most common mindset in all segments but more so for Technology Leaders - the majority (51%) in this segment knew the specific model. – At the other end of the scale, the less involved consumers display their lack of knowledge about different brands with 17% of Comfortable Seniors, 15% of Practical Homeowners and 13% of Family Providers having no idea at all what they were going to get. Pre-purchase mindset Career Builders 45% 21% 5% 11% 13% 3% Style Leaders 43% 19% 5% 9% 14% 5% Style Followers 42% 15% 5% 10% 23% 5% Family Providers 41% 21% 7% 3% 13% 12% Comfortable Seniors 36% 14% 7% 9% 17% 17% Knew specific model Knew which brand but not model Had a few brands in mind, but not models Had a few models in mind Had a few 'must have' features Had no idea Technology JN: 143751
  16. 16. Network versus manufacturer mindset Did you choose the network first, or the handset? l 38% of Czech consumers choose the network they want to be with before considering handsets, just 19% pick the handset first, while 40% shop without either in mind l The large proportion of consumers who are shopping without either network or manufacturer in mind presents a clear opportunity for Nokia to establish top-of-mind consideration among shoppers l Nokia should be aiming to instil in consumers the belief that handset is the primary consideration and this can be done by better differentiating devices and the key USP’s of specific handsets against the competition Network versus manufacturer Career Builders 36% 23% 40% 2% Style Leaders 45% 22% 27% 6% Style Followers 49% 15% 32% 4% Comfortable Seniors 41% 11% 44% 3% Practical 32% 12% 50% 6% Homeowners Pick the network first Pick the handset first Shop without either in mind Don't know Technology JN: 143751
  17. 17. Influences on purchase – single most important Which of the following were most influential on your purchase? l Recommendations – either from friends or sales consultants - appear to be more influential to the final purchase decision for the less involved mobile users 100% 3% 4% 10% 9% 3% 5% 80% 4% 6% 7% 9% 11% 5% 10% 12% 8% 7% 8% 6% 4% 60% 12% 7% 10% 13% 13% 7% 7% 10% 9% 40% 20% 17% 9% 26% 16% 14% 20% 31% 26% 20% 22% 15% 0% Career Builders Style Leaders Style Follow ers Comfortable Seniors Practical Hom eow ners Recommendation - friends Magazine/ newspaper reviews Handset brands website Other websites Recommendation - salesperson Brochures/ promotionnal literature Internet advertising Seeing product being used by others Technology JN: 143751
  18. 18. Purchase location by segment in detail Where did you purchase your mobile handset? l Operator owned channels are dominant purchase channels in the Czech Republic overall – whether they be in-store, over the phone or online. Career Builders 36% 4% 8% 11% 2% 11% 3% 5% 7% 1% 1% 11% Style Leaders 43% 1%4% 5% 8% 15% 3% 7% 6% 1% 5% 2% Style Followers 39% 2% 6% 2% 5% 15% 4% 7% 9% 1%4% 7% Comfortable Seniors 41% 3% 3% 7% 1% 7% 6% 4% 6% 3% 19% Practical Homeowners 33% 4% 3% 12% 5% 8% 8% 5% 8% 15% store-operator store-telecom store-manufacturer electrical hypermarket store-electrical small store department store IT specialist store other store phone-operator phone-telecom phone-manufacturer online-operator online-telecom online-manufacturer catalogue/brochure other Technology JN: 143751
  19. 19. Conclusion Conclusion • The most important segments are Family providers and Comfortable seniors – majority of the Czech population • People are different – they have different needs … … but everybody prefer „easy of use“ • When buying new product, the most important for decision making is the friends recommendation => viral marketing works • The operator stores are still very important in the purchase process 19 © 2005 Nokia
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