Consumer Behaviour Audit

CONSUMER BEHAVIOR AUDIT The Consumer Behavior Audit is divided into the following sections: MARKET SEGMENTATION A. External Influences B. Internal Influences C. Situational Influences D. Decision-Process Influences PRODUCT POSITION A. Internal Influences B. Decision-Process Influences PRICING A. External Influences B. Internal Influences C. Situational Influences D. Decision-Process Factors DISTRIBUTION STRATEGY A. External Influences B. Internal Influences C. Situational Influences D. Decision-Process Factors PROMOTIONAL STRATEGY A. External Factors B. Internal Factors C. Situational Influences D. Decision-Process Influences PRODUCT A. External Influences B. Internal Influences C. Situational Influences D. Decision-Process Influences CUSTOMER SATISFACTION AND COMMITMENT MARKET SEGMENTATION As mentioned by Silvia Rico, the market segment consists of single women with children, ages 25-44, who live in the same geographical area in Brownsville and shop at Lopez Supermarket. A. External influences Are there cultures or subcultures whose value system is particularly consistent (or inconsistent) with the consumption of our product? The value system for the subculture (Mexican-Americans) is for the most part consistent with the consumption of Lopez Supermarket since they all share the traditions and beliefs, Hispanic race, Spanish language, and nationality background. Average family size for this segment is of 3.5, and spends 15 to 20 percent more of disposable income on groceries than the national average. They view their family and friends as an important part of their life, and value their opinions when making decisions such as where to shop for groceries. Customers of Lopez are generally those living close to the store. In general they are low-income Mexican/Hispanics with limited resources, strong values, high ties to family and tradition and the majority