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Learning Objectives
Seasonal Consumers
Personal Consumers
Organizational Consumer
Impulse Consumers
Need Based Consumers
Discount Driven Consumers
Habitual Consumer
Seasonal Consumers
Personal Consumers
These types of consumers are individual
consumers who purchase goods for the sole
purpose of personal, family or household use.
Examples
Going to the supermarket and shopping for goods
which are to be used in the house
Purchasing a car that you intend to use personally
Purchasing clothes for personal use from a
clothing mall
Purchasing a mobile phone to communicate with
people
Organizational Consumer
Organizational consumers are consumers of goods and
services whose main intention is not for immediate use
but rather to use it for things like production, using them
to carry out the organizations activities or for resale
purposes aimed at getting profits as a result.
Example
Impulse Consumers
Habitual Consumer
Consumer Behavior
Marketing concept
The societal marketing concept
Segmentation
Targeting
Positioning
Marketing concept
Segmentation
Segmenting means breaking up the market into smaller,
homogeneous segments. Within S-T-P, it is a virtual
brainstorming step whereby the business considers all
possible market segments. Segmenting strategies include
demographics, lifestyle, geographic and behavioural
approaches. Demographics segmentation means you break up
markets based on personal traits like age, race, marital status,
gender and income. Lifestyle segmenting means you divide
customers by hobbies and interests. Geographic segmentation
makes local, state, regional, national or international markets
key. Behavioural segmenting is based on such things as usage
patterns and benefits sought from the product.
Targeting
Positioning
Positioning is how the company wants the
targeted market to perceive its brand or product.
Some companies make quality a key positioning
message and try to market their product as top
quality for the target market segment. Other
qualities commonly used to differentiate include
service, unique features, environmental
friendliness, family friendliness, safety, reliability,
durability and low cost. The key is to stand out
from competitors with a unique message that
appeals to the interests of the targeted market.
Consumer Behavior
Customer
Customer
Customer
Customer
Value
Satisfaction
Trust
Retention
Customer Value
Customer Satisfaction
Levels of Customer
Satisfaction
Customer Trust
Customer Retention
Customer Retention