Consumer Behavior

Consumer Behavior.
Segmentation, Demographics and Behavior.
Segmentation is the process of breaking down the intended product market into manageable groups; it can be broken down by:
• Relationship
• Customer Type
• Product Use
• Buying Situation
• Purchasing Method
• Behavior
• Geographic Location
• Demographics
• Psychographics
Relationship
• Kind of relationship— weak, strong, “arm’s length” dealing, close partnership.
Customer Type
• Type of customer— manufacturer, service, government, military, non profit, wholesaler, retailer, end user.



Product Use
• How customer’s use product— installation, components, accessories, raw material, eaten, professional service.
Buying Situation
• Buying situation— rebuy, modified rebuy, new purchase.
Purchasing Method
• Purchasing methods— Internet, long term contract, warranty, financing, cash on demand.
Behavior
• Needs—economic, functional, psychological, social.
• Benefits--quality, service, economy, convenience, speed.
• Attitude toward product--Enthusiastic, positive, indifferent, negative, hostile.
• User status--Nonuser, ex user, potential user, first time user, regular user.
• Loyalty status--None, medium, strong, absolute.
• Brand Familiarity-Unaware, aware, informed, interested, desirous, intending to buy.
• Occasion--Regular occasion; special occasion, convenience, comparison shopping, unsought product.
• Type of problem solving needed-routine, limited, extensive.
• Information required-low, medium, high.
Geographic Location
• Region of world, country— North America, South America, Africa, Asia, Europe.
• Regions within that country— (For Example USA) Pacific Northwest, South, Midwest, New England.
• Size of city— population under 5,000 people to 4 million or more.
• Urban vs. rural— country, city, large city = more resources, more independence; country=more dependence on neighbors and pooling resources.
• Climate— cold, hot, rainy, desert, beaches, mountains.
Demographics... [continues]

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