This presentation was delivered by c2b solutions at the World Congress 6th Annual Leadership Conference: Consumerism through Health Plan Innovation. The presentation provides an overview of c2b solutions' proprietary psychographic segmentation model (patent pending) and its application to healthcare-oriented business cases.
Marketers are interested in understanding how personality affects consumer behavior. Consumer innovators, who are open to trying new products and services, are often targeted. Personality traits related to innovativeness include stimulation seeking, novelty seeking, and need for uniqueness. Consumer dogmatism measures a person's openness to new information without bias. Social character determines if a consumer is inner-directed in their judgments or looks to others. Those seeking uniqueness avoid conformity. Sensation seeking and optimum stimulation level influence risk-taking and preferences for novel experiences. Variety seeking impacts exploratory purchases, information gathering, and using products in new ways.
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBBAdvisor
The document discusses post-purchase processes, customer satisfaction, and consumer loyalty. It covers topics like post-purchase dissonance, product use and non-use, product disposal, purchase evaluation, customer satisfaction, and repeat purchase behavior. The key aspects of each topic are explained through examples and frameworks. Customer satisfaction is influenced by expectations, perceived performance across instrumental, symbolic, and affective dimensions. Dissatisfaction can lead to actions like taking no action, switching brands, or warning others.
The document discusses the consumer decision process and problem recognition. It covers several topics:
1. The types of consumer decisions including purchase involvement levels and decision making types like nominal, limited, and extended.
2. The process of problem recognition and types of consumer problems like inactive and active problems.
3. Factors affecting problem recognition including non-marketing influences.
4. Marketing strategies related to problem recognition such as discovering consumer problems, responding to problems, helping recognize problems, and suppressing problem recognition.
Here are brief answers to the questions:
1. Consumer Behavior refers to the selection, purchase and consumption of products/services by individuals, groups or organizations and the processes involved in these activities.
2. Individual determinants include psychological factors like motivation, perception, learning, attitudes, personality etc. Environmental influences include cultural, social, personal and economic factors.
3. Yes, Consumer Behavior is interdisciplinary as it draws from psychology, sociology, anthropology and economics.
4. The basic components in consumption behavior are cognition, affect and behavior.
5. The various buying roles include initiator, influencer, decider, purchaser and user.
6. The key disciplines that have contributed are psychology
This document outlines strategies for changing consumer attitudes. It defines attitudes and discusses their components and formation. Four main strategies for attitude change are described: 1) Changing beliefs about competitor brands, 2) Associating products with admired groups/causes, 3) Altering components of multi-attribute models like attributes or brand ratings, and 4) Changing basic motivation functions like the utilitarian, ego-defensive, value-expressive, or knowledge functions. The document also addresses resolving conflicts between positive and negative attitudes.
The document discusses various strategies for altering consumer attitudes, which is important for marketers. It describes four functions of attitudes: ego-defensive, value-expressive, utilitarian, and knowledge. Some key attitude changing strategies discussed are highlighting new benefits of a product, associating a product with social causes, resolving conflicts between attitudes, and directly claiming a brand is better without changing beliefs about attributes. The goal is to change perceptions and make consumers view brands more favorably.
Consumer adoption of new products and services involves several stages:
1) Interest - Consumers first learn about an innovation but lack knowledge.
2) Information Search - Consumers seek more information about how the innovation works and its benefits.
3) Trial - Consumers test the innovation on a small scale through samples or limited use.
Consumers also differ in when they adopt innovations - from Innovators who are first to adopt, to Early Adopters just behind them, to the Early and Late Majority, and finally to Laggards who are often the last or never adopt.
Marketers are interested in understanding how personality affects consumer behavior. Consumer innovators, who are open to trying new products and services, are often targeted. Personality traits related to innovativeness include stimulation seeking, novelty seeking, and need for uniqueness. Consumer dogmatism measures a person's openness to new information without bias. Social character determines if a consumer is inner-directed in their judgments or looks to others. Those seeking uniqueness avoid conformity. Sensation seeking and optimum stimulation level influence risk-taking and preferences for novel experiences. Variety seeking impacts exploratory purchases, information gathering, and using products in new ways.
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBBAdvisor
The document discusses post-purchase processes, customer satisfaction, and consumer loyalty. It covers topics like post-purchase dissonance, product use and non-use, product disposal, purchase evaluation, customer satisfaction, and repeat purchase behavior. The key aspects of each topic are explained through examples and frameworks. Customer satisfaction is influenced by expectations, perceived performance across instrumental, symbolic, and affective dimensions. Dissatisfaction can lead to actions like taking no action, switching brands, or warning others.
The document discusses the consumer decision process and problem recognition. It covers several topics:
1. The types of consumer decisions including purchase involvement levels and decision making types like nominal, limited, and extended.
2. The process of problem recognition and types of consumer problems like inactive and active problems.
3. Factors affecting problem recognition including non-marketing influences.
4. Marketing strategies related to problem recognition such as discovering consumer problems, responding to problems, helping recognize problems, and suppressing problem recognition.
Here are brief answers to the questions:
1. Consumer Behavior refers to the selection, purchase and consumption of products/services by individuals, groups or organizations and the processes involved in these activities.
2. Individual determinants include psychological factors like motivation, perception, learning, attitudes, personality etc. Environmental influences include cultural, social, personal and economic factors.
3. Yes, Consumer Behavior is interdisciplinary as it draws from psychology, sociology, anthropology and economics.
4. The basic components in consumption behavior are cognition, affect and behavior.
5. The various buying roles include initiator, influencer, decider, purchaser and user.
6. The key disciplines that have contributed are psychology
This document outlines strategies for changing consumer attitudes. It defines attitudes and discusses their components and formation. Four main strategies for attitude change are described: 1) Changing beliefs about competitor brands, 2) Associating products with admired groups/causes, 3) Altering components of multi-attribute models like attributes or brand ratings, and 4) Changing basic motivation functions like the utilitarian, ego-defensive, value-expressive, or knowledge functions. The document also addresses resolving conflicts between positive and negative attitudes.
The document discusses various strategies for altering consumer attitudes, which is important for marketers. It describes four functions of attitudes: ego-defensive, value-expressive, utilitarian, and knowledge. Some key attitude changing strategies discussed are highlighting new benefits of a product, associating a product with social causes, resolving conflicts between attitudes, and directly claiming a brand is better without changing beliefs about attributes. The goal is to change perceptions and make consumers view brands more favorably.
Consumer adoption of new products and services involves several stages:
1) Interest - Consumers first learn about an innovation but lack knowledge.
2) Information Search - Consumers seek more information about how the innovation works and its benefits.
3) Trial - Consumers test the innovation on a small scale through samples or limited use.
Consumers also differ in when they adopt innovations - from Innovators who are first to adopt, to Early Adopters just behind them, to the Early and Late Majority, and finally to Laggards who are often the last or never adopt.
Consumer involvement refers to the level of importance and information processing a consumer applies to a product. The degree of involvement significantly impacts consumer behavior. High involvement occurs for expensive, important, or complex purchases and requires extensive research. Some involvement is needed for moderately important items. Low involvement is for unimportant purchases requiring minimal research. Factors like personal interests, product characteristics, and the situation influence a consumer's level of involvement.
Brand consciousness refers to a consumer's awareness of a brand as distinct from others. Brand loyalty occurs when consumers repeatedly purchase the same brand due to commitment and positive past experiences. Apple is considered one of the most loyal brands due to its brand name, trust, status symbol, Apple stores, pricing, and "Think Different" campaign. These factors work together to create brand obsession among some consumers and ensure their continued loyalty.
Brand loyalty is a pattern of consumer behavior where consumers become committed to brands and make repeat purchases from the same brands over time. Loyal customers consistently purchase products from their preferred brands, regardless of convenience or price.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
Integrated marketing communications (IMC) is a concept that recognizes the value of a comprehensive marketing communications plan that evaluates various communication disciplines like advertising, direct marketing, digital marketing, sales promotion, and public relations. The plan combines these disciplines to provide clarity, consistency, and maximum impact. IMC aims to shift focus from advertising-centric approaches to utilizing multiple communication tools in an integrated way.
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
This document discusses the concepts of ethnocentrism and polycentrism in consumer behavior. It explains that ethnocentric individuals view their own group as superior and are more likely to purchase domestic products. Consumer ethnocentrism gives people a sense of identity and influences what purchases are acceptable. In contrast, polycentric consumers evaluate products based on their merits rather than country of origin. The document also notes that patriotism is a major motive for consumer ethnocentrism in some countries like Turkey and the US. However, India seems to be shifting from ethnocentrism to polycentrism among consumers.
Consumer research paradigms have evolved over time. Early research did not consider emotions, but later researchers realized consumers were not always consciously aware of their motivations. Researchers now use qualitative and quantitative methods. Qualitative research uses depth interviews and focus groups to provide insights, while quantitative research uses surveys and experiments to describe characteristics and predict reactions. Researchers combine these methods to inform strategic marketing decisions. The consumer research process involves defining objectives, collecting secondary data, designing primary studies, collecting and analyzing data, and preparing reports. Models of consumer behavior consider internal influences like motivation and external influences like culture. Decision making can be complex, low involvement, or routine. [/SUMMARY]
This document discusses attitude formation. It defines attitudes as learned predispositions to behave favorably or unfavorably towards an object. Attitudes have characteristics like being formed through experience and consistency. Structural models of attitudes include the tricomponent model of cognition, affect, and conation and multiattribute models evaluating attributes. Formation is influenced by experience, others, and media. Behavior can precede attitude through cognitive dissonance and attribution theory.
This document discusses product and branding strategy. It covers three levels of a product - the core, actual, and augmented product. It also discusses classifying products as durable or non-durable, and consumer or industrial products. Branding provides benefits to both consumers and suppliers. Key branding decisions include selecting a brand name and positioning attributes, benefits, values, personality, and culture.
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
This document discusses consumer research methods. It explains that consumer research aims to understand consumer purchase decisions and predict behavior. Both quantitative and qualitative research methods are used. Quantitative research uses experiments, surveys and observations to collect large, generalizable data, while qualitative research uses depth interviews, focus groups and projective techniques to gain insights into consumer motivations from smaller samples. The consumer research process involves defining objectives, collecting secondary data, designing primary studies, collecting and analyzing primary data, and reporting findings.
Pitching Investors PowerPoint Presentation Slides empowers your business idea with a gripping, professional, and convincing layout design. Nail your elevator pitch with the help of the stunning visuals and concise content of our stakeholder pitch deck PPT theme. Elaborate on the business problem and solution using the comprehensive capital fundraising PowerPoint slideshow. You can even present a compelling brief about your team. Showcase value proposition by discussing the benefits of your products and services by the means of equity financing PPT presentation. Elucidate the product roadmap based on features like new channels, and new integrations for each quarter through startup fundraising PowerPoint theme. Use investor pitch deck PPT slides to communicate business, revenue, and expense model in a visually-appealing manner to engross potential investors. Also, explain the growth and marketing strategy along with competitive analysis using this pitching for venture capital PowerPoint presentation. So, download this pitching angel investors PPT slideshow and illustrate the shareholding pattern, use of funds, exit strategy, and financial projections. https://bit.ly/2Qi88MO
Perceptual mapping is a graphic display that shows customers' perceptions of product characteristics and brands. It helps understand how customers view a company's brand compared to competitors. There are two main methods for perceptual mapping - attribute-based which uses factor analysis of product attributes, and similarity-based which uses multi-dimensional scaling of perceived brand similarities. Both have advantages and disadvantages for understanding brand perceptions.
BB Chapter Five : Evaluating and Selecting AlternativesBBAdvisor
This chapter discusses how consumers evaluate and select alternatives. It covers the key steps in the consumer decision-making process: (1) identifying evaluative criteria, (2) measuring consumer perceptions of alternatives based on those criteria, and (3) applying decision rules to select an alternative. The chapter also examines how individual judgments can lack accuracy and be influenced by surrogate indicators. Marketers must understand consumers' evaluative criteria, perceptions, and decision rules in order to effectively position products.
Impact of advertising on consumer buying behaviorSourav Mazumder
This presentation summarizes a study on the impact of advertising on consumer buying behavior. The objectives are to identify the level of influence of ads on consumer decisions, the most attention-grabbing media and ad types, and how ads change purchasing. A survey was conducted and results were analyzed using descriptive statistics and ANOVA. The findings show a significant relationship between consumer behavior and ads, with ads having a positive impact by creating awareness and a good perception that pushes consumers to buy. Television is the preferred media for viewing ads. The conclusion is that informative ads can position a product in consumers' minds and increase sales by providing knowledge to influence purchase motives.
The document discusses two theories of motivation: Maslow's hierarchy of needs theory and McClelland's theory of need achievement. Maslow's theory proposes that people are motivated to fulfill basic physiological needs first, and then progress up a pyramid to fulfill safety, social, esteem, and self-actualization needs. McClelland identified three core motivators: need for achievement, affiliation, and power, with people having different characteristics depending on their dominant motivator. The document provides examples of how marketers appeal to different needs in their campaigns.
The document discusses different types of consumers and how advertisements target each type. It describes highly dogmatic consumers who prefer established brands and low dogmatic consumers who prefer innovative products. It also discusses consumers with high stimulation levels who are willing to try new products, consumers with high need for cognition who prefer ads with detailed product information, and visualizers versus verbalizers in terms of ad preferences.
Session 1, introduction to branding 2013 2014John Verhoeven
This document provides an introduction to branding concepts through a university course outline. It discusses why brands are important for both consumers and manufacturers in reducing risk and simplifying decisions. Brands help create awareness, knowledge, image, attitude, preference, loyalty and advocacy. The document outlines the course topics on branding management, equity, strategy, research and international aspects. It emphasizes that brands tell stories, have life cycles, personalities, responsibilities and theoretical frameworks. Finally, it discusses how branding becomes more important in entertainment due to increasing choices, commoditization, differentiation needs, and the ability of strong brands to focus employees and build communities.
The document provides an agenda and background information for a condition management coaching session using psychographic segmentation. It discusses taking a 12-question quiz to assign participants to one of five psychographic segments - Balance Seekers, Willful Endurers, Priority Jugglers, Self Achievers, and Active Listeners. The segments are defined based on shared values, beliefs, personality, and lifestyle. The session objectives are to review differences between segments and how to approach each segment differently when providing coaching.
Consumer involvement refers to the level of importance and information processing a consumer applies to a product. The degree of involvement significantly impacts consumer behavior. High involvement occurs for expensive, important, or complex purchases and requires extensive research. Some involvement is needed for moderately important items. Low involvement is for unimportant purchases requiring minimal research. Factors like personal interests, product characteristics, and the situation influence a consumer's level of involvement.
Brand consciousness refers to a consumer's awareness of a brand as distinct from others. Brand loyalty occurs when consumers repeatedly purchase the same brand due to commitment and positive past experiences. Apple is considered one of the most loyal brands due to its brand name, trust, status symbol, Apple stores, pricing, and "Think Different" campaign. These factors work together to create brand obsession among some consumers and ensure their continued loyalty.
Brand loyalty is a pattern of consumer behavior where consumers become committed to brands and make repeat purchases from the same brands over time. Loyal customers consistently purchase products from their preferred brands, regardless of convenience or price.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
Integrated marketing communications (IMC) is a concept that recognizes the value of a comprehensive marketing communications plan that evaluates various communication disciplines like advertising, direct marketing, digital marketing, sales promotion, and public relations. The plan combines these disciplines to provide clarity, consistency, and maximum impact. IMC aims to shift focus from advertising-centric approaches to utilizing multiple communication tools in an integrated way.
Consumer's Choice: Brand Choice and Store Choice factors, Post purchase dissonance, Product use and non-use, Product disposition, Satisfaction and Dissatisfaction, Consumer Complaint Behavior, Satisfaction and Brand Loyalty, Strategic implications of post purchase behavior
This document discusses the concepts of ethnocentrism and polycentrism in consumer behavior. It explains that ethnocentric individuals view their own group as superior and are more likely to purchase domestic products. Consumer ethnocentrism gives people a sense of identity and influences what purchases are acceptable. In contrast, polycentric consumers evaluate products based on their merits rather than country of origin. The document also notes that patriotism is a major motive for consumer ethnocentrism in some countries like Turkey and the US. However, India seems to be shifting from ethnocentrism to polycentrism among consumers.
Consumer research paradigms have evolved over time. Early research did not consider emotions, but later researchers realized consumers were not always consciously aware of their motivations. Researchers now use qualitative and quantitative methods. Qualitative research uses depth interviews and focus groups to provide insights, while quantitative research uses surveys and experiments to describe characteristics and predict reactions. Researchers combine these methods to inform strategic marketing decisions. The consumer research process involves defining objectives, collecting secondary data, designing primary studies, collecting and analyzing data, and preparing reports. Models of consumer behavior consider internal influences like motivation and external influences like culture. Decision making can be complex, low involvement, or routine. [/SUMMARY]
This document discusses attitude formation. It defines attitudes as learned predispositions to behave favorably or unfavorably towards an object. Attitudes have characteristics like being formed through experience and consistency. Structural models of attitudes include the tricomponent model of cognition, affect, and conation and multiattribute models evaluating attributes. Formation is influenced by experience, others, and media. Behavior can precede attitude through cognitive dissonance and attribution theory.
This document discusses product and branding strategy. It covers three levels of a product - the core, actual, and augmented product. It also discusses classifying products as durable or non-durable, and consumer or industrial products. Branding provides benefits to both consumers and suppliers. Key branding decisions include selecting a brand name and positioning attributes, benefits, values, personality, and culture.
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
This document discusses consumer research methods. It explains that consumer research aims to understand consumer purchase decisions and predict behavior. Both quantitative and qualitative research methods are used. Quantitative research uses experiments, surveys and observations to collect large, generalizable data, while qualitative research uses depth interviews, focus groups and projective techniques to gain insights into consumer motivations from smaller samples. The consumer research process involves defining objectives, collecting secondary data, designing primary studies, collecting and analyzing primary data, and reporting findings.
Pitching Investors PowerPoint Presentation Slides empowers your business idea with a gripping, professional, and convincing layout design. Nail your elevator pitch with the help of the stunning visuals and concise content of our stakeholder pitch deck PPT theme. Elaborate on the business problem and solution using the comprehensive capital fundraising PowerPoint slideshow. You can even present a compelling brief about your team. Showcase value proposition by discussing the benefits of your products and services by the means of equity financing PPT presentation. Elucidate the product roadmap based on features like new channels, and new integrations for each quarter through startup fundraising PowerPoint theme. Use investor pitch deck PPT slides to communicate business, revenue, and expense model in a visually-appealing manner to engross potential investors. Also, explain the growth and marketing strategy along with competitive analysis using this pitching for venture capital PowerPoint presentation. So, download this pitching angel investors PPT slideshow and illustrate the shareholding pattern, use of funds, exit strategy, and financial projections. https://bit.ly/2Qi88MO
Perceptual mapping is a graphic display that shows customers' perceptions of product characteristics and brands. It helps understand how customers view a company's brand compared to competitors. There are two main methods for perceptual mapping - attribute-based which uses factor analysis of product attributes, and similarity-based which uses multi-dimensional scaling of perceived brand similarities. Both have advantages and disadvantages for understanding brand perceptions.
BB Chapter Five : Evaluating and Selecting AlternativesBBAdvisor
This chapter discusses how consumers evaluate and select alternatives. It covers the key steps in the consumer decision-making process: (1) identifying evaluative criteria, (2) measuring consumer perceptions of alternatives based on those criteria, and (3) applying decision rules to select an alternative. The chapter also examines how individual judgments can lack accuracy and be influenced by surrogate indicators. Marketers must understand consumers' evaluative criteria, perceptions, and decision rules in order to effectively position products.
Impact of advertising on consumer buying behaviorSourav Mazumder
This presentation summarizes a study on the impact of advertising on consumer buying behavior. The objectives are to identify the level of influence of ads on consumer decisions, the most attention-grabbing media and ad types, and how ads change purchasing. A survey was conducted and results were analyzed using descriptive statistics and ANOVA. The findings show a significant relationship between consumer behavior and ads, with ads having a positive impact by creating awareness and a good perception that pushes consumers to buy. Television is the preferred media for viewing ads. The conclusion is that informative ads can position a product in consumers' minds and increase sales by providing knowledge to influence purchase motives.
The document discusses two theories of motivation: Maslow's hierarchy of needs theory and McClelland's theory of need achievement. Maslow's theory proposes that people are motivated to fulfill basic physiological needs first, and then progress up a pyramid to fulfill safety, social, esteem, and self-actualization needs. McClelland identified three core motivators: need for achievement, affiliation, and power, with people having different characteristics depending on their dominant motivator. The document provides examples of how marketers appeal to different needs in their campaigns.
The document discusses different types of consumers and how advertisements target each type. It describes highly dogmatic consumers who prefer established brands and low dogmatic consumers who prefer innovative products. It also discusses consumers with high stimulation levels who are willing to try new products, consumers with high need for cognition who prefer ads with detailed product information, and visualizers versus verbalizers in terms of ad preferences.
Session 1, introduction to branding 2013 2014John Verhoeven
This document provides an introduction to branding concepts through a university course outline. It discusses why brands are important for both consumers and manufacturers in reducing risk and simplifying decisions. Brands help create awareness, knowledge, image, attitude, preference, loyalty and advocacy. The document outlines the course topics on branding management, equity, strategy, research and international aspects. It emphasizes that brands tell stories, have life cycles, personalities, responsibilities and theoretical frameworks. Finally, it discusses how branding becomes more important in entertainment due to increasing choices, commoditization, differentiation needs, and the ability of strong brands to focus employees and build communities.
The document provides an agenda and background information for a condition management coaching session using psychographic segmentation. It discusses taking a 12-question quiz to assign participants to one of five psychographic segments - Balance Seekers, Willful Endurers, Priority Jugglers, Self Achievers, and Active Listeners. The segments are defined based on shared values, beliefs, personality, and lifestyle. The session objectives are to review differences between segments and how to approach each segment differently when providing coaching.
This document discusses factors that influence consumer buying behavior. It outlines several cultural factors like culture, subculture, and social class that shape consumers' values and preferences. It also discusses social factors such as reference groups, family, and roles/statuses. Personal factors that influence buying include age/life cycle stage, occupation/economics, personality/self-concept, lifestyle, motivation, perception, learning, and memory. The document provides details on how each of these factors contributes to a consumer's purchasing decisions.
Important Information About Behavioral Segmentation Modelsduskriser
Behavioral segmentation is a process that groups customers based on how they respond to products in the market. It allows companies to understand customer benefits, needs for improvement, and predict responses to new products. Companies can develop targeted marketing strategies for different customer groups based on responses to price, promotions, and other factors. The goal is to attract, convince, and influence customers to purchase goods and services.
The document discusses factors that influence consumer behavior, including cultural, social, and personal factors. It explains key psychological processes such as motivation, perception, learning, emotions, and memory that shape consumer responses. The document also outlines the typical consumer decision-making process, from problem recognition to post-purchase evaluation. It notes that consumers do not always follow rational, deliberate decision making and may use mental shortcuts or be influenced by framing effects.
Our research into Shopper Typologies & Segmentation takes all the data from our reports from 2011, and examines shoppers' attitudes and motivations across such areas as Spend, Health, Brand Image, Online, Digital/Smartphones, Enjoyment, Plan v's Impulse, Loyalty, Price & Promotion and the importance of Price.
It looks at these behaviours and segmenting by Age, Gender, SEG, Singles, Couples, Parents, Empty Nesters and Older shoppers, comparing and contrasting the different attitudes amongst the key drivers listed.
This document provides an overview of consumer research and market segmentation. It discusses various primary and secondary research methods used to study consumer behavior, including surveys, experiments, focus groups, and observation. It also outlines the consumer research process of defining objectives, collecting data, analyzing findings, and reporting results. Finally, it explains market segmentation as dividing a market into distinct groups with unique needs and characteristics. The key bases for segmentation are described as geographic, demographic, psychographic, and behavioral factors.
Behavioural segmentation is a focused type of market segmentation that analyzes consumer behavioural patterns to help vendors better understand their customers. When conducting behavioural segmentation, marketing consultants examine variables like occasions when products are used, benefits sought by customers, customer loyalty, and usage rates. This enables targeting marketing strategies more precisely to different behavioural segments.
The document discusses motivation and consumer behavior. It covers topics like the motivation process, needs and motivation, motivational strength, types of needs (biogenic, psychogenic, utilitarian, hedonic), motivational conflicts, specific needs and buying behavior, Maslow's hierarchy of needs, consumer involvement, tactics to boost motivation, consumer values, core cultural values, Hofstede's cultural dimensions, instrumental and terminal values, and materialism.
The document outlines the key phases of health assessment:
1. Collecting subjective and objective data through interviews, examinations, and tests.
2. Validating the collected data to ensure accuracy and completeness by verifying information.
3. Organizing the data by clustering related subjective and objective findings together to develop a clear picture of the client's health status.
Behavioral segmentation divides markets into groups based on consumer characteristics like their knowledge, attitudes, usage occasions, benefits sought from products, user status, readiness stage, usage rates, loyalty status, and attitudes toward products. It considers factors such as occasions that trigger purchases, benefits consumers seek from products, categories of users from non-users to regular users, usage levels, and degrees of brand loyalty. Behavioral segmentation provides insights into how consumers differ in their approach to products.
The document discusses market segmentation and targeting. It defines market segmentation as dividing customers into homogeneous groups based on characteristics. There are four levels of segmentation from broad segments to niches. Effective segmentation requires segments be measurable, substantial, accessible, differentiable, and actionable. The document also outlines steps to target marketing, including identifying and profiling buyer groups, selecting segments, and establishing benefits. Companies must manage segmentation by appointing segment managers and balancing the costs of targeting multiple segments.
Needs and Motivation
Model of the Motivation Process
Types of Needs
Goals
Goals Structure for Weight Control
The Selection of Goals,
The Dynamic Nature of Motivation,
Detailed description of VALS model with description and illustrative examples for each segment. VALS,Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,Survivors
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
The document discusses various marketing strategies used by companies to promote their products and increase sales and market share. It provides examples of ambush marketing used by Pepsi during a cricket match sponsorship, scarcity marketing by Rolls Royce limiting production, and cause marketing done by Tata and ITC to support social causes. One example discussed in detail is Daymond John's stealth marketing campaign for FUBU clothing by having popular hip hop artists wear the brand without paying for traditional advertising.
The fitness industry in the Philippines is still growing due to stress and unhealthy lifestyles leading to health issues like obesity and diabetes. There are several trends in the industry for 2010 including an aging population seeking fitness programs, a rise in childhood obesity, increased social networking and home fitness, and more educated fitness professionals. A comparative study found that purchasing home gym equipment may be cheaper than gym memberships in the long run, though group classes are motivating. Based on this, Slimmer's World is concluded to be the best affordable option compared to other gyms.
This document provides an analysis of Toyota's marketing strategies and policies. It discusses Toyota's mission and vision, core competencies, SWOT analysis, segmentation, positioning, product differentiation, external environment, competitors, marketing mix, and value chain. The marketing mix section specifically examines Toyota's product portfolio, pricing strategies, and dealership-focused distribution channels. Overall, the document presents a comprehensive overview of Toyota's approach to marketing and competing in the automotive industry.
Research Report On Consumer Buying Behavior In Shopping Mallpugs_rockon
This document summarizes research on consumer buying behavior in shopping malls. It discusses the need to study buying behavior to understand how consumers respond to marketing strategies. It also provides background on the growth of shopping malls in India. The research examined factors like consumer types, expenditure, frequency of visits, and satisfaction with mall services. It found that while consumers like the convenience of malls, some had negative experiences regarding safety standards, after-sales service, and long checkout queues. The objective was to conduct a comparative study of consumer behavior in retail malls.
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
MedCity ENGAGE: Advancing Beyond Patient Engagement to Behavior ChangeBrent Walker
This presentation provides an overview of a psychographic segmentation model and how it has been integrated into an automated patient engagement platform to drive significant patient behavior change to reduce hospital readmissions and enhance health coaches' work with patients who have diabetes or musculoskeletal issues
Condition Management Coaching using Psychographic Segmentation: Coach Facilit...Patientbond20
This document discusses psychographic segmentation for healthcare consumer coaching. It describes four types of consumer segmentation: demographic, behavioral, attitudinal, and psychographic. Psychographic segmentation groups consumers by shared values, beliefs, emotions, personality, interests and lifestyle. The document then outlines a methodology used to develop five psychographic segments based on over 50 million data points. It provides detailed descriptions of each segment - Self Achievers, Balance Seekers, Priority Jugglers, Direction Takers, and Strong Survivors - comparing their engagement with healthcare, receptivity to health information, and differences in condition management goals.
Ad Club Vital Signs - Patient Power: A Changing EnvironmentBrent Walker
This presentation was delivered on the Google campus in Cambridge, MA, on behalf of the Boston Ad Club. It discusses the trends driving consumerism in healthcare, the application of psychographic segmentation and the results of a hospital pilot where readmissions post-surgery discharge were driven to zero with a 75% reduction in nurse FTEs for patient follow-up.
This document provides an overview of psychographic segmentation for condition management coaching. It begins with an agenda for a coaching facilitation session, including background on a health personality quiz and the 5 psychographic segments. The objective is to engage consumers by having them take a short quiz to learn their health segment. The 5 segments that emerge from factor and cluster analysis are described - Open to Options, Live for Today, Family First, Healthy for Life, and Doctor Knows Best. The document discusses how receptivity to health information varies by segment, defines the "why" behind each segment's behaviors, and provides data comparing segments to illustrate their differences.
Is it Behaviors or Motivations that Matter? Hint: We can change behaviorsBrent Walker
The presentation starts with an overview of behavioral science but then focuses on a specific category of consumer science known as psychographic segmentation. The presentation describes psychographic segmentation and provides case studies of how this consumer science has achieved significant results in healthcare for both clinical and business applications.
PatientBond presentation at the AHIP 2019 Consumer Experience & Digital Healt...Brent Walker
Enhancing Consumer-Centered Health Care: Lessons from Retail
This presentation discusses how health insurance companies, hospitals and health systems can apply consumer products/retail industry approaches, such as psychographic segmentation and digital engagement, to drive desired behaviors
This document discusses DTE Energy's strategic planning for health management and implementation of a scorecard to measure programs. It outlines DTE Energy's employee population and details the development of a dashboard to track health metrics like conditions, costs, screening rates and participation. It also describes creating a scorecard to monitor goals in areas like assessments, education, biometrics, utilization and employee engagement to evaluate the impact of wellness programs.
Employee Wellness: Kadalyst Health Partnersvelandt
The document discusses strategies for implementing an effective employee wellness program. It outlines the business case for wellness programs, noting they can reduce costs from chronic diseases linked to lifestyle. Wellness programs have been shown to improve health and produce cost savings. The document provides details on assessing employee needs, setting goals, choosing initiatives, action planning, communication, and evaluation. It emphasizes creating a culture of health through leadership support, environmental changes, and incentives to boost participation and health outcomes. The goal is to embed wellness into the company culture to sustain healthy behaviors long-term.
This presentation was delivered at the PMA Food Service Conference in Monterey, California, on July 25, 2015. It focused on psychographic segmentation and its application to health, wellness, nutrition and produce growers & sellers
mHealth Israel_Kantar Health_Jeremy Brody, EVP Corporate Development, Health ...Levi Shapiro
1. The document discusses the role of Chief Health Officers (CHOs), who make healthcare decisions for themselves and others across generations. It finds that CHOs are more diverse than assumed, including men and millennials, and they care for extended networks beyond just families.
2. CHOs face challenges meeting the varying health and wellness needs of those in their care due to lack of time, resources, and knowledge. Younger generations are taking on caregiving roles for parents and others.
3. In order to effectively communicate with CHOs, especially millennial CHOs, the healthcare industry needs to provide trusted health information through a variety of channels, address both medical and lifestyle needs, and help build confidence in decision
[Infographic] The Whole Picture: Caregivers Provide an Extra Level of CareHome Helpers
Are doctor visits enough to keep elderly loved ones happy, healthy and well?
According to the Administration on Aging, 23% of people aged 75+ had 10 or more visits to a doctor or other health care professional in the past year. Many say that they are happy with their care, but studies are showing that seniors may not be getting the complete continuum of care they need.
When you take a look at the whole picture, in addition to their physician, you may want to consider an in-home caregiver to fill in the gaps in your loved one’s care plan.
View the original infographic at the Home Helpers blog, here: http://bit.ly/1BVtLao
This document discusses using psychographic segmentation to enhance revenue collection from patients. It begins by outlining how patient financial responsibility is increasing and how patients prefer more digital payment options. It then describes five common psychographic patient segments - Self Achievers, Balance Seekers, Priority Jugglers, Direction Takers, and Willful Endurers - and how their characteristics relate to likelihood of paying bills and preferred payment methods. The rest of the document discusses how a digital platform can implement psychographic segmentation to personalize patient financial communications and improve collections rates.
Our message is simple: RETHINK the way you view healthcare. Welcome to eHealth Companion, a Personal Healthcare Management System designed to help companies' of all sizes and their employees successfully transition to Consumer Directed Health Plans.
Health insurance is one of the most complex products consumers will ever purchase. Starting October 1st, 2013, new health insurance marketplaces in many states will begin open enrollment for individuals, families and small businesses. Learn about what is being done to ensure consumers are fully informed and understand how to get the coverage they need.
Kathy Paez from the American Institutes of Research (AIR) will share the results from a national representative survey of consumer’s health insurance literacy. Coming at this historic juncture, AIR’s applied research offers insights in tailoring outreach and communication messages to consumers trying to understand health insurance in the new state and federal marketplaces.
Also presenting will be Jennifer Messenger Heilbronner from the Metropolitan Group. Jennifer will bring an insider’s view into strategies being used by Cover Oregon. As a new state insurance marketplace, her team is tasked with reaching a wide variety of audiences, addressing misperceptions and getting uninsured people in her state covered.
This resource was from the fourth session in the CALPACT sponsored Health Communication Matters Webinar Series, which will help participants in all walks of public health to apply health literacy principles to their everyday communications.
Please visit here to listen to the audio recording of the webinar:
https://cc.readytalk.com/play?id=551ax7
Visit these links for the other resources related to this webinar:
Health Literacy Undervalued by Public Health? A tool for public health professionals:
http://www.slideshare.net/SPHCalpact/calpact-training-health-literacy-undervalued-by-public-health-training-tool
Applying Health Literacy to Health Insurance - Resources
http://www.slideshare.net/SPHCalpact/applying-health-literacy-to-health-insurance-resources
Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org
Questions?
Email sphcalpact@berkeley.edu
American Family chapter 3 - Understanding Health Carebartlettfcs
This document provides information to help students analyze how to be health-literate consumers. It discusses making consumer choices in healthcare and influences on those decisions. It also outlines different types of health services and facilities, trends in healthcare like telemedicine, and how to pay for healthcare through insurance plans or government assistance programs. The document stresses the importance of being an active participant in one's own healthcare.
Innovative indkøb i sundheds- og plejesektoren kan bruges som redskab til at skabe værdifulde og bæredygtige velfærdsløsninger.
Disse præsentationer giver et bud på, hvordan dette kan gøres i praksis og tager på forskellig vis fat på værdien i dialog.
Præsentationerne blev vist d.20.november 2014 i forbindelse med en nordisk konference støttet af Nordic Innovation.
Today's companies must begin to look at employee health, not as a cost, but an investment. Data show conclusively that the health status of a company's employees is directly correlated to the profitibility and competitiveness of the company. This is not an American challenge, but a global challenge and responsibility. This was a keynote address to a dozen major US corporations in May, 2008. I'm happy to discuss with anyone of interest.
HealthCheck360 Outcome Focused, Performance Based Wellness Presentationjim_wachtel
This document outlines a presentation by Jim Wachtel on HealthCheck360°, a wellness program. It discusses the program's key features including using biometric screenings to objectively measure health risks, a clear scoring model, portability across carriers, meaningful incentives, support for behavior change through tools like health coaching, and measuring results. Data shows the program helps identify hidden health issues, motivates participants to improve health, and is associated with reduced medical costs and claims over time.
Similar to Consumer-Centric Design: Psychographic Segmentation and Consumer Behavior Change (20)
THE SPECIAL SENCES- Unlocking the Wonders of the Special Senses: Sight, Sound...Nursing Mastery
Title: Unlocking the Wonders of the Special Senses: Sight, Sound, Smell, Taste, and Balance
Introduction:
Welcome to our captivating SlideShare presentation on the Special Senses, where we delve into the extraordinary capabilities that allow us to perceive and interact with the world around us. Join us on a sensory journey as we explore the intricate structures and functions of sight, sound, smell, taste, and balance.
The special senses are our primary means of experiencing and interpreting the environment, each sense providing unique and vital information that shapes our perceptions and responses. These senses are facilitated by highly specialized organs and complex neural pathways, enabling us to see a vibrant sunset, hear a symphony, savor a delicious meal, detect a fragrant flower, and maintain our equilibrium.
In this presentation, we will:
Visual System (Sight): Dive into the anatomy and physiology of the eye, exploring how light is converted into electrical signals and processed by the brain to create the images we see. Understand common vision disorders and the mechanisms behind corrective measures like glasses and contact lenses.
Auditory System (Hearing): Examine the structures of the ear and the process of sound wave transduction, from the outer ear to the cochlea and auditory nerve. Learn about hearing loss, auditory processing, and the advances in hearing aid technology.
Olfactory System (Smell): Discover the olfactory receptors and pathways that enable the detection of thousands of different odors. Explore the connection between smell and memory and the impact of olfactory disorders on quality of life.
Gustatory System (Taste): Uncover the taste buds and the five basic tastes – sweet, salty, sour, bitter, and umami. Delve into the interplay between taste and smell and the factors influencing our food preferences and eating habits.
Vestibular System (Balance): Investigate the inner ear structures responsible for balance and spatial orientation. Understand how the vestibular system helps maintain posture and coordination, and explore common vestibular disorders and their effects.
Through engaging visuals, interactive diagrams, and insightful explanations, we aim to illuminate the complexities of the special senses and their profound impact on our daily lives. Whether you're a student, educator, or simply curious about how we perceive the world, this presentation will provide valuable insights into the remarkable capabilities of the human sensory system.
Join us as we unlock the wonders of the special senses and gain a deeper appreciation for the intricate mechanisms that allow us to experience the richness of our environment.
At Malayali Kerala Spa Ajman we providing the top quality massage services for our customers.
Our massage center prioritizes efficiency to ensure a quality massage experience for our clients at Malayali Kerala Spa Ajman. We offer a convenient appointment system and precise massage services.
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Test bank clinical nursing skills a concept based approach 4e pearson educati...rightmanforbloodline
Test bank clinical nursing skills a concept based approach 4e pearson education
Test bank clinical nursing skills a concept based approach 4e pearson education
Test bank clinical nursing skills a concept based approach 4e pearson education
nursing management of patient with Empyema pptblessyjannu21
prepared by Prof. BLESSY THOMAS, SPN
Empyema is a disease of respiratory system It is defines as the accumulation of thick, purulent fluid within the pleural space, often with fibrin development.
Empyema is also called pyothorax or purulent pleuritis.
It’s a condition in which pus gathers in the area between the lungs and the inner surface of the chest wall. This area is known as the pleural space.
Pus is a fluid that’s filled with immune cells, dead cells, and bacteria.
Pus in the pleural space can’t be coughed out. Instead, it needs to be drained by a needle or surgery.
Empyema usually develops after pneumonia, which is an infection of the lung tissue. it is mainly caused due in infectious micro-organisms. It can be treated with medications and other measures.
The facial nerve, also known as cranial nerve VII, is one of the 12 cranial nerves originating from the brain. It's a mixed nerve, meaning it contains both sensory and motor fibres, and it plays a crucial role in controlling various facial muscles, as well as conveying sensory information from the taste buds on the anterior two-thirds of the tongue.
The story of Dr. Ranjit Jagtap's daughters is more than a tale of inherited responsibility; it's a narrative of passion, innovation, and unwavering commitment to a cause greater than oneself. In Poulami and Aditi Jagtap, we see the beautiful continuum of a father's dream and the limitless potential of compassion-driven healthcare.
Solution manual for managerial accounting 18th edition by ray garrison eric n...rightmanforbloodline
Solution manual for managerial accounting 18th edition by ray garrison eric noreen and peter brewer_compressed
Solution manual for managerial accounting 18th edition by ray garrison eric noreen and peter brewer_compressed
NURSING MANAGEMENT OF PATIENT WITH EMPHYSEMA .PPTblessyjannu21
Prepared by Prof. BLESSY THOMAS, VICE PRINCIPAL, FNCON, SPN.
Emphysema is a disease condition of respiratory system.
Emphysema is an abnormal permanent enlargement of the air spaces distal to terminal bronchioles, accompanied by destruction of their walls and without obvious fibrosis.
Emphysema of lung is defined as hyper inflation of the lung ais spaces due to obstruction of non respiratory bronchioles as due to loss of elasticity of alveoli.
It is a type of chronic obstructive
pulmonary disease.
It is a progressive disease of lungs.
Basics of Electrocardiogram
CONTENTS
●Conduction System of the Heart
●What is ECG or EKG?
●ECG Leads
●Normal waves of ECG.
●Dimensions of ECG.
● Abnormalities of ECG
CONDUCTION SYSTEM OF THE HEART
ECG:
●ECG is a graphic record of the electrical activity of the heart.
●Electrical activity precedes the mechanical activity of the heart.
●Electrical activity has two phases:
Depolarization- contraction of muscle
Repolarization- relaxation of muscle
ECG Leads:
●6 Chest leads
●6 Limb leads
1. Bipolar Limb Leads:
Lead 1- Between right arm(-ve) and left arm(+ve)
Lead 2- Between right arm(-ve) and left leg(+ve)
Lead 3- Between left arm(-ve)
and left leg(+ve)
2. Augmented unipolar Limb Leads:
AvR- Right arm
AvL- Left arm
AvF- Left leg
3.Chest Leads:
V1 : Over 4th intercostal
space near right sternal margin
V2: Over 4th intercostal space near left sternal margin
V3:In between V2 and V4
V4:Over left 5th intercostal space on the mid
clavicular line
V5:Over left 5th intercostal space on the anterior
axillary line
V6:Over left 5th intercostal space on the mid
axillary line.
Normal ECG:
Waves of ECG:
P Wave
•P Wave is a positive wave and the first wave in ECG.
•It is also called as atrial complex.
Cause: Atrial depolarisation
Duration: 0.1 sec
QRS Complex:
•QRS’ complex is also called the initial ventricular complex.
•‘Q’ wave is a small negative wave. It is continued as the tall ‘R’ wave, which is a positive wave.
‘R’ wave is followed by a small negative wave, the ‘S’ wave.
Cause:Ventricular depolarization and atrial repolarization
Duration: 0.08- 0.10 sec
T Wave:
•‘T’ wave is the final ventricular complex and is a positive wave.
Cause:Ventricular repolarization Duration: 0.2 sec
Intervals and Segments of ECG:
P-R Interval:
•‘P-R’ interval is the interval
between the onset of ‘P’wave and onset of ‘Q’ wave.
•‘P-R’ interval cause atrial depolarization and conduction of impulses through AV node.
Duration:0.18 (0.12 to 0.2) sec
Q-T Interval:
•‘Q-T’ interval is the interval between the onset of ‘Q’
wave and the end of ‘T’ wave.
•‘Q-T’ interval indicates the ventricular depolarization
and ventricular repolarization,
i.e. it signifies the
electrical activity in ventricles.
Duration:0.4-0.42sec
S-T Segment:
•‘S-T’ segment is the time interval between the end of ‘S’ wave and the onset of ‘T’ wave.
Duration: 0.08 sec
R-R Interval:
•‘R-R’ interval is the time interval between two consecutive ‘R’ waves.
•It signifies the duration of one cardiac cycle.
Duration: 0.8 sec
Dimension of ECG:
How to find heart rhytm of the heart?
Regular rhytm:
Irregular rhytm:
More than or less than 4
How to find heart rate using ECG?
If heart Rhytm is Regular :
Heart rate =
300/No.of large b/w 2 QRS complex
= 300/4
=75 beats/mins
How to find heart rate using ECG?
If heart Rhytm is irregular:
Heart rate = 10×No.of QRS complex in 6 sec 5large box = 1sec
5×6=30
10×7 = 70 Beats/min
Abnormalities of ECG:
Cardiac Arrythmias:
1.Tachycardia
Heart Rate more than 100 beats/min
Fit to Fly PCR Covid Testing at our Clinic Near YouNX Healthcare
A Fit-to-Fly PCR Test is a crucial service for travelers needing to meet the entry requirements of various countries or airlines. This test involves a polymerase chain reaction (PCR) test for COVID-19, which is considered the gold standard for detecting active infections. At our travel clinic in Leeds, we offer fast and reliable Fit to Fly PCR testing, providing you with an official certificate verifying your negative COVID-19 status. Our process is designed for convenience and accuracy, with quick turnaround times to ensure you receive your results and certificate in time for your departure. Trust our professional and experienced medical team to help you travel safely and compliantly, giving you peace of mind for your journey.www.nxhealthcare.co.uk
The Importance of Black Women Understanding the Chemicals in Their Personal C...bkling
Certain chemicals, such as phthalates and parabens, can disrupt the body's hormones and have significant effects on health. According to data, hormone-related health issues such as uterine fibroids, infertility, early puberty and more aggressive forms of breast and endometrial cancers disproportionately affect Black women. Our guest speaker, Jasmine A. McDonald, PhD, an Assistant Professor in the Department of Epidemiology at Columbia University in New York City, discusses the scientific reasons why Black women should pay attention to specific chemicals in their personal care products, like hair care, and ways to minimize their exposure.
Simple Steps to Make Her Choose You Every DayLucas Smith
Simple Steps to Make Her Choose You Every Day" and unlock the secrets to building a strong, lasting relationship. This comprehensive guide takes you on a journey to self-improvement, enhancing your communication and emotional skills, ensuring that your partner chooses you without hesitation. Forget about complications and start applying easy, straightforward steps that make her see you as the ideal person she can't live without. Gain the key to her heart and enjoy a relationship filled with love and mutual respect. This isn't just a book; it's an investment in your happiness and the happiness of your partner
2. If
There
are
No
Changes
to
the
Status
Quo….our
Past
Performance….Predicts
Poor
Outcomes
1. Medica=on
Compliance
and
Persistency
has
not
been
solved
2. Health
Screenings
(e.g.,
Cancer,
Blood
Pressure)
are
not
mee=ng
goals
3. Preventa=ve
Care
(e.g.,
low-‐dose
aspirin,
immuniza=ons)
is
under
used
4. Wellness
Programs
(e.g.,
smoking
cessa=on,
weight
loss)
s=ll
have
low
rates
of
par=cipa=on
Proxies
for
HC
Reform
have
not
fared
too
well
• Significant
Resources
Invested
• Extensively
Studied
and
Researched
• “Poor
to
Average”
Results
considering
investments
and
research
• Outcomes
for
Each
Dependent
Upon
an
Ability
to
Mo=vate
Individuals
to
Change
their
Behavior
• Segmenta=on
Needed
to
Enhance
Targeted
Communica=on
Key
Learnings
3. Psychographic
Possibili=es
§ +300%
increase
in
traffic
to
a
brand’s
website
§ 70+%
par=cipa=on
in
disease
interven=on
program
§ 3X
increase
in
ecommerce
Visit-‐to-‐Order
rate
3
4. § Demographic
&
Socioeconomic
Segmenta=on:
Grouping
people
by
gender,
age,
ethnicity,
income,
educa=on,
geography
and
other
physical
or
situa=onal
characteris=cs
§ Behavioral
Segmenta=on:
Grouping
people
by
their
behavior
(e.g.,
healthcare
u=liza=on
behaviors
tracked
by
a
medical
claims
database,
shopping
behaviors
tracked
by
a
retailer’s
loyalty
card
database)
§ AHtudinal
Segmenta=on:
Grouping
people
by
shared
abtudes
and
emo=ons
about
a
given
subject
(e.g.,
how
a
consumer
feels
about
preventa=ve
medicine
or
Health
Care
Reform)
§ Psychographic
Segmenta=on:
Grouping
people
by
shared
values,
principles,
beliefs,
emo=ons,
personality,
interests
and
lifestyle
4
A
Deep
Understanding
of
the
Health
Care
Consumer
Required
to
Drive
Behavioral
Change
Deepest
Surface
5. c2b
Research
Summary
5
Health
Care
AHtudes
Condi=ons
Experience,
Current
Medica=ons,
OTC
AHtudes
Health
Insurance
Provider
-‐
Sa=sfac=on,
Desired
Benefits
Health
Care
Reform
AHtudes
Sources
of
Health
Care
Informa=on
&
Media
Demographics
Socioeconomics
Geography
United
States,
online
sample
of
4,
878
individuals
Na=onal
representa=ve
sample
by
age
(18+),
sex,
region,
and
race
Analyzed
1st
Quarter
2013
44
Disease
States
including…
• Anxiety
• Diabetes
• Heart
Disease
• Depression
• COPD
• Obesity
• Hypertension
15.6
million
data
points
6. c2b
Consumer
Classifier
6
c2b
Consumer
Classifier
A
simple
12
ques=on
survey
will
place
you
in
one
of
five
segments…
with
91%
predictability!
8. Self-‐Achievers
are
the
most
proac=ve
and
wellness
oriented
8
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
I'll#spend#whatever#it#takes#to#be#healthy#
I#am#already#healthy#but#I#take#steps#to#be#even#beBer#
I#acDvely#take#steps#to#prevent#illness#
Proac&ve)
DirecDon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#
9. Willful
Endurers
are
the
least
engaged
They
depriori=ze
Heath
and
Wellness
9
0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# 40%# 45%# 50%#
I#have#an#unhealthy#lifestyle;#I#just#can't#change#my#habits#
I#consider#myself#a#"couch#potato"#
I#know#what#I#should#be#doing#to#be#healthy,#but#I#don't#
make#my#health#a#priority#
Disengaged)
DirecFon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#
10. The
Role
of
Physicians
10
Attitudes Toward Health Care Professionals
Strongly Agree/Agree
Balance
Seekers
n = 711
a
Willful
Endurers
n = 1,107
b
Priority
Jugglers
n = 733
c
Self
Achievers
n = 953
d
Direction
Takers
n = 532
e
I like to take care of myself and don't like
going to the doctor unless I'm really sick
79% (132)
bcde
66% (110)
de
72% (120)
bde
44% (73) 44% (73)
Physicians are just one resource for me;
I consider many sources when managing
my health & wellbeing
82% (141)
bcde
52% (90)
e
48% (83) 67% (116)
bce
45% (78)
My doctor is the most credible authority
for my health & wellness needs
19% (34) 48% (86)
a
64% (114)
ab
76% (136)
abc
86% (154)
abcd
I do whatever my doctor tells me
26% (53) 43% (88)
a
51% (104)
ab
65% (133)
abc
71% (145)
abcd
!
12. Health
Condi=ons
by
Segment
12
Health Condition
Personally Experiencing Currently
Balance
Seekers
n = 711
a
Willful
Endurers
n = 1,107
b
Priority
Jugglers
n = 733
c
Self
Achievers
n = 953
d
Direction
Takers
n = 532
e
Acid Reflux/heartburn/GERD
10% (63) 17% (106)
a
15% (94)
a
20% (125)
ac
21% (131)
ac
Depression
11% (92) 14% (117)
acd
10% (83) 9% (75) 17% (142)
acd
Diabetes
Type 1
Type 2
4% (36)
1% (100)
4% (40)
11% (100)
a
2% (200)
acd
9% (90)
a
9% (82)
a
1% (100)
8% (80)
15% (136)
abc
1% (100)
14% (140)
abc
16% (145)
abc
2% (200)
d
14% (140)
abc
Insomnia
11% (122)
cd
8% (89) 8% (89) 8% (89) 12% (133)
bcd
!
• 44
health
condi=ons
measured
• >100
Rx
products
included
• Brand
vs.
Generic
Preferences
14. Online
OTC
&
Personal
Care
Store
RESULTS
Baseline
+6
months
Average
Basket:
$33.51
$43.99
%
Open
22.8%
20.6%
Visit-‐to-‐Order
3.1%
10.1%
Before
A`er
14
3X
visits
driving
30+%
increase
in
total
basket
purchases
15. Applica=on
–
Workplace
Health
Interven=on
Among
“Company
X”
Plant
workers
who
showed
up
for
the
sessions:
• Amendance
overdeveloped
among
Balance
Seekers
and
Self
Achievers
15
• Willful
Endurers
and
Direc=on
Takers
more
likely
to
be
eligible
for
program
18%$
27%$
18%$
24%$
13%$
27%$
19%$ 18%$
27%$
11%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
Balance$
Seekers$
Willful$
Endurers$
Priority$
Jugglers$
Self$$$$$
Achievers$
DirecFon$
Takers$
General$PopulaFon$
Company$X$Plant$AMendees$
27%$
19%$ 18%$
27%$
11%$
22%$
24%$
18%$
20%$
16%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
Balance$
Seekers$
Willful$
Endurers$
Priority$
Jugglers$
Self$$$$$
Achievers$
DirecGon$
Takers$
Company$X$Plant$AMendees$
Eligible$for$Program$
16. Phase
1
Pilot
Results
§ Willful
Endurers
most
likely
to
enroll
in
the
program
once
they
are
iden=fied
as
candidates
for
the
program
and
receive
coaching
§ Closure
rate
on
candidates
increased
to
over
70%
16
1.03%
1.16%
0.91%
0.83%
1.01%
0.75% 1.00% 1.25%
Balance%Seekers%
Willful%Endurers%
Priority%Jugglers%
Self%Achievers%
DirecBon%Takers%
Index%Enrolled%
17. c2b
Consumer
Classifier
Live
Demo
17
c2b
Consumer
Classifier
A
simple
12
ques=on
survey
will
place
you
in
one
of
five
segments…
with
91%
predictability!
18. Marke=ng
to
the
Segments
18
Balance
Seekers
Willful
Endurers
Priority
Jugglers
Self
Achievers
Direc=on
Takers
19. Balance
Seekers
19
Balance
Seekers
are
generally
proac=ve
in
their
health
and
wellness-‐oriented.
Balance
Seekers
are
open
to
many
ideas,
sources
of
informa=on,
and
treatment
op=ons
when
it
comes
to
their
healthcare.
However,
Balance
Seekers
themselves
–
not
healthcare
professionals
-‐-‐
define
what
success
looks
like
in
their
health.
Physicians
and
other
healthcare
professionals
are
useful
resources,
but
not
the
only
resources,
for
leading
a
healthy
life.
20. Willful
Endurers
20
Willful
Endurers
live
in
the
“here
and
now”
and
believe
there
are
more
important
things
to
focus
on
than
improving
their
health
for
the
future.
Willful
Endurers
are
not
necessarily
unhealthy,
but
they
do
what
they
like,
when
they
like,
and
do
not
change
their
habits.
They
are
self-‐
reliant
and
can
withstand
anything
life
throws
at
them,
going
to
the
doctor
only
when
they
absolutely
must.
21. Priority
Jugglers
21
Priority
Jugglers
are
very
busy
with
many
responsibili=es.
Because
of
all
these
responsibili=es,
Priority
Jugglers
may
not
take
the
=me
to
invest
in
their
own
wellbeing
and
are
reac=ve
when
it
comes
to
health
issues.
However,
Priority
Jugglers
are
very
proac=ve
when
it
comes
to
their
family’s
health
and
will
make
sure
their
loved
ones
receive
the
care
they
need.
22. Self
Achievers
22
Self
Achievers
are
the
most
proac=ve
when
it
comes
to
their
wellness,
inves=ng
what
is
necessary
toward
their
health
and
appearance.
Self
Achievers
may
actually
have
health
issues,
but
they
stay
on
top
of
them
with
regular
medical
check-‐ups,
health
screenings,
and
research.
Self
Achievers
are
task
oriented,
and
will
tackle
a
challenge
if
they
are
given
measurable
goals.
23. Direc=on
Takers
23
Direc=on
Takers
believe
their
physician
is
the
most
credible
resource
for
their
healthcare
needs.
Direc=on
Takers
look
to
their
physician
and
other
healthcare
professionals
for
direc=on
and
guidance
because
of
their
exper=se
and
creden=als.
Direc=on
Takers
are
more
likely
to
go
to
the
doctor
at
the
first
sign
of
health
concerns.
However,
Direc=on
Takers
may
not
always
follow
a
physician’s
advice
–
not
because
they
disagree
with
his/
her
recommenda=ons,
but
because
it
is
oten
difficult
to
work
these
recommenda=ons
into
their
rou=ne.
24. • Highly
recep=ve
to
health
informa=on
• Most
likely
to
interact
with
health
insurance
company
online
Self
Achievers
• Highly
recep=ve
to
health
informa=on
• Most
likely
to
visit
health
websites
Balance
Seekers
• Lower
levels
of
involvement
and
awareness
v.
other
segments
• Doctor
is
desired
source
for
informa=on
–
higher
desire
to
get
informa=on
than
currently
gets
from
doctor
Direc=on
Takers
• Generally
not
engaged
in
gebng
health
care
informa=on
for
self
• Family/peer
influence
strong
Priority
Jugglers
• Generally
least
engaged
for
health
related
informa=on
–
hardest
to
reach
• Peer
influence
strongest
Willful
Endurers
Recep=vity
to
Receiving
Health
Informa=on
Varies
by
Segment
25. Duos
Gradus
is
a
Type
2
Diabetes
Drug.
It
lowers
blood
sugar
by
increasing
insulin
produc=on
in
your
pancreas
and
decreases
sugar
made
in
your
liver
25
26. Health
Related
Media
&
Informa=on
Preferences
26
Willful
Endurers
Balance
Seekers
Balance
Seekers
are
generally
proac=ve
in
their
health
and
wellness-‐oriented.
Balance
Seekers
are
open
to
many
ideas,
sources
of
informa=on,
and
treatment
op=ons
when
it
comes
to
their
healthcare.
However,
Balance
Seekers
themselves
–
not
healthcare
professionals
-‐-‐
define
what
success
looks
like
in
their
health.
Physicians
and
other
healthcare
professionals
are
useful
resources,
but
not
the
only
resources,
for
leading
a
healthy
life.
Willful
Endurers
live
in
the
“here
and
now”
and
believe
there
are
more
important
things
to
focus
on
than
improving
their
health
for
the
future.
Willful
Endurers
are
not
necessarily
unhealthy,
but
they
do
what
they
like,
when
they
like,
and
do
not
change
their
habits.
They
are
self-‐reliant
and
can
withstand
anything
life
throws
at
them,
going
to
the
doctor
only
when
they
absolutely
must.
27. Health
Related
Media
&
Informa=on
Preferences
27
• Less
likely
to
seek
out
informa=on
online
• Relies
primarily
on
recommenda=ons
from
peers/friends
• Less
likely
to
trust
media
Willful
Endurers
Balance
Seekers
• Consult
informa=on
provided
by
news
media
channels
and
public
sources
• Open
to
messages
broadcasted
on
TV,
Radio
and
Internet
• Trusts
media
28. 28
Health-oriented Websites Visited
for Health Advice for Self or
Family in the Past Three Years
%
Balance
Seekers
n = 711
a
Willful
Endurers
n = 1,107
b
Priority
Jugglers
n = 733
c
Self
Achievers
n = 953
d
Direction
Takers
n = 532
e
AARP.com 11% (110)
bc
8% (80) 6% (60) 16% (160)
abce
9% (90)
Ask-A-Nurse.com 2% (67) 6% (200)
acde
1% (33) 3% (100)
ce
1% (33)
CDC.gov 13% (144)
bcde
8% (89)
e
9% (100)
e
9% (100)
e
5% (56)
EverydayHealth.com 7% (140)
bce
5% (100)
c
2% (40) 7% (140)
bce
3% (60)
HealthGrades.com 4% (133)
ce
4% (133)
ce
2% (67) 3% (100)
ce
1% (33)
MayoClinic.com 28% (140)
bce
18% (90) 16% (80) 24% (120)
bce
16% (80)
NIH.gov 8% (160)
bc
5% (100) 4% (80) 6% (120)
c
5% (100)
Prevention.com 9% (180)
bce
3% (60) 3% (60) 7% (140)
bc
5% (100)
RealAge.com 7% (140)
bce
5% (100)
ce
2% (40) 7% (140)
bce
2% (40)
WebMD.com 62% (122)
bcde
44% (86) 55% (108)
be
53% (104)
b
48% (94)
!
Preferred
Media
and
Informa=on
Sources
by
Segment
• >25
websites
• Professional,
peer,
organiza=onal,
media
influencers
• Print
• Social
Media