Firm Outcomes – Product Position , Sales & Customer Sat Indi – Need Satisfaction Society – Economic , Environment and Social Welfare
Simplifiers Do not spend long online and want quick, reliable transactions Surfers A small group who spend a lot of time online, enjoy searching, but are not particularly loyal Bargainers This group are after the best deal they can get online Investigators A segment of consumers who are new to the Internet, investigate ways to purchase, but prefer the security of offline purchasing Routiners Do not visit many sites, preferring to use only a small number Pester Power – Children who use parent’s credit cards to make transactions online
Actual Self Concept Private Ideal Self Concept Social
CDM – House or a Car LDM – E.g. Camera, Inertia – Toothpaste Brand Loyalty – Coke or Pepsi High DM – Search for information externally , LDM – Search for info internally
Information Processing for CDM
Applied in low involvement situations Simplistic, relying on feelings or emotions for learning Emotions about music, humour, celebrity image and lifestyle can be contrived to create new associations with that emotion for product/services Repetition is important Message/stimulus must be relevant to consumer
Consumers use products to bolster an area of the personality t’s an individual characteristic response tendencies across similar situations Use of personality in marketing practice
All 3 components need to be consistent with each other. Change belief - Shift importance - Quaker oats “heart disease” Add Belief – Budwieser – Born on date – Freshness Affective – Hutch – U&I ad
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