Giáo trình: Marketing Management_ Chapter 04
Tài liệu giáo trình môn Marketing management_ Chapter " Analyzing Consumer Behavior ", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...
Analyzing
Consumer
Behavior
Chapter
4
4-1
Key Learning Points
Concept & activity of market segmentation
Segmentation implementation issues
Understanding consumer motives for
buying behavior
Understanding how consumers make
purchase decisions
Importance of understanding where and
when consumers buy
Implications for global and technology-
based markets
4-2
Customer Analysis
Customer analysis addresses five
questions:
– Who are the current and potential
customers for the product or service?
– Why do they buy?
– How do they make purchasing
decisions?
– Where do they buy the product or
service (what channels are used)?
– When do they buy?
4-3
Customer Analysis
Customer analysis should include:
– Current customers
– Competitors’ customers
• Helps understand why competitors’
products are being bought.
– Former customers
• Helps to understand weaknesses of your
product or service.
– Nonusers
• Helps understand how to expand the market.
4-4
Who Are the Customers?
Market segmentation is the key
– Breaks mass markets into groups with
unique buying habits.
– Segments are useful when:
• People in different segments behave
differently toward the product.
• Different marketing elements (price, etc.)
can be used to effectively reach different
segments.
– The segmentation process makes use
of both primary and secondary data.
4-5
Who Are the Customers?
Benefits of market segmentation
– More efficient than mass marketing.
• Less money is wasted on low
probability contacts.
– More effective than mass
marketing.
• Every aspect of the marketing mix can
be customized to appeal to the needs
of each segment.
4-6
Who Are the Customers?
Single-customer segments make
sense in certain circumstances:
– Number of customers is small.
– Companies try to create perception that
individuals are treated as a unique
group using:
• One-to-one marketing, by means of
individualized communications.
• Mass customization, via personalized
products and services.
4-7
Discussion Questions
Using one-to-one marketing
effectively requires that marketers
have access to extensive databases.
1. What particular database fields
would casino marketers use in
developing one-to-one marketing
appeals?
2. Can you think of an example of a
product or service that offers
consumers mass customization
opportunities? Explain.
4-8
Product & Service
Who Are the Customers?
Decisions
Key Decisionsand Psychographic
Geographic
Variables
Region
City or Lifestyle
metro size Personality
Density
Climate
4-9
Product & Service
Who Are the Customers?
Decisions
Demographic Variables
Key Decisions
Age Education
Family size Religion
Family life cycle Race
Gender Generation
Income Nationality
Occupation Social class
4 - 10
Product & Service
Who Are the Customers?
Decisions
Behavioral Variables
Key Decisions
Occasions Loyalty status
Benefits Buyer readiness
User status stage
Usage rate Attitude toward
product
4 - 11
Figure 4-1:
Global Differences: India,
China, and the United States
4 - 12
Figure 4-2:
Generational Cohorts
4 - 13
Who Are the Customers?
Geographic, demographic, and
behavioral usage data have
traditionally been used to form
segments.
More recently, psychographics have
been combined with usage data to
better define segments.
– VALS2 (SRI International)
– Technographics (Forrestor Research)
4 - 14
Product & Service
Who Are the Customers?
Decisions
VALS2 Psychographic Groups
Key Decisions
Actualizers Believers
Fulfilleds Strivers
Experiencers Makers
Achievers Strugglers
Visit SRI International’s website for more information
4 - 15
Figure 4-4:
Pain Reliever Use
4 - 16
Figure 4-5:
How Tech Customers
Stack Up
4 - 17
Who Are the Customers?
Not all consumers are equally likely
to adopt new technologies.
The diffusion of innovations model
describes how innovations are
adopted throughout the marketplace.
Positive word-of-mouth generated by
innovators is often a key
characteristic in new product
adoption.
4 - 18
Figure 4-6:
Innovator Categories
4 - 19
Who Are the Customers?
Innovators:
– First to try new products or ideas,
venturesome, price insensitive, often
technologists and beta testers.
Early Adopters:
– Value new products as a result of how
they will enhance their life.
Early Majority:
– Pragmatists; wait to purchase until they
are certain new products are not fads.
4 - 20
