C:\Users\Compaq\Desktop\Session (3) Segmentation, Consumer Behavior

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Positioning
Segementation
Consumer Behavior

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C:\Users\Compaq\Desktop\Session (3) Segmentation, Consumer Behavior

  1. 1. SESSION 3 Marketing & Public Relations Council
  2. 2. http://www.youtube.com/watch?v=C-7s8HbHIew
  3. 3. • Psychographics & Behaviorist Market Segmentation • Demographics & Geographic • Understanding Perception Positioning • The Perceptual Map Consumer • The Consumer Behavior Model Behavior
  4. 4. Psychographics Demographics Behaviorist Geographic Consumer Segmentation Positioning Behavior
  5. 5. What is your favorite movie? What is your favorite genre of music? Melody „beyata7ada el malal‟ f3lan – do you agree? Who is your role model? “No woman, no cry” – what do you think? Consumer Segmentation Positioning Behavior
  6. 6. Consumer Segmentation Positioning Behavior
  7. 7. Focuses on why consumers purchase the product. It is an operational technique to measure lifestyles. Consumer Segmentation Positioning Behavior
  8. 8. Focuses on why consumers purchase the product. It is an operational technique to measure lifestyles. Consumer Segmentation Positioning Behavior
  9. 9. Lifestyle Attitude Interests Opinions Personality Motives Consumer Segmentation Positioning Behavior
  10. 10. Behaviorist often called “usage” Focuses on the feeling of people or the usage of the target towards the product/service 80/20 rule (80% sales are to 20% of your customers) Consumer Segmentation Positioning Behavior
  11. 11. Focuses on who purchases the product. It is an operational technique to measure structure. Consumer Segmentation Positioning Behavior
  12. 12. Focuses on who purchases the product. It is an operational technique to measure structure. Consumer Segmentation Positioning Behavior
  13. 13. Gender Income Age Ethnicity Education Consumer Segmentation Positioning Behavior
  14. 14. Location Rural Suburban Urban Size State Size City Size County Size Consumer Segmentation Positioning Behavior
  15. 15. Understanding Perception… (1) Exposure (2) Attention (3) Selection (4) Retention Consumer Segmentation Positioning Behavior
  16. 16. Consumer Segmentation Positioning Behavior
  17. 17. Consumer Segmentation Positioning Behavior
  18. 18. Consumer Segmentation Positioning Behavior
  19. 19. Consumer Segmentation Positioning Behavior
  20. 20. Consumer Segmentation Positioning Behavior
  21. 21. Consumer Segmentation Positioning Behavior
  22. 22. Consumer Segmentation Positioning Behavior
  23. 23. Consumer Segmentation Positioning Behavior
  24. 24. http://www.youtube.com/watch?v=a91eiu_eer4
  25. 25. Definition A marketing strategy to influence how the market segment perceives the good or service offered in comparison to the competitor. It is creating a brand personality and evokes a certain image. Consumer Segmentation Positioning Behavior
  26. 26. High Speed Low Quality High Quality Low Speed Consumer Segmentation Positioning Behavior
  27. 27. MULTIPLE CHOICE QUESTION What is the difference between a „customer‟ and a „consumer‟? A consumer buys the product while the customers use it. A customer buys the product while the consumers use it. A customer is a consumer, they‟re just different terms. A customer and consumer may purchase the product but only the consumer uses it. A customer and consumer may purchase the product but only the customer uses it. Consumer Segmentation Positioning Behavior
  28. 28. A customer and consumer may purchase the product but only the consumer uses it. Consumer Segmentation Positioning Behavior
  29. 29. Need Recognition Information Search Evaluation of Alternatives Purchase Post Purchase Consumption & Divestment Consumer Segmentation Positioning Behavior
  30. 30. http://www.youtube.com/watch?v=RmEI3_NhZj4 Consumer Segmentation Positioning Behavior

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