Download Consumer Behavior: People in the Marketplace

Ad Plan:
Situation Analysis
Product Analysis:
SWOT
Audience Analysis:
Demographics,
Psychographics
Strengths/Weaknesses
– What are the unique consumer benefits the
product will deliver?
– What is the value of the product relative to
the proposed price?
– Are adequate distribution channels
available?
– Can quality control be maintained?
– Etc.
Opportunities
– Product life cycle
• Pioneering Stage
• Competitive Stage
• Retentive Stage
– Positioning
• Creating a Product for Selected
Markets
• Positioning to Expand Brand Share
Threats
• Competition
• Other factors
Audience Analysis
• Consumer research is used to identify who
the company’s consumers are, why they
buy, what they buy, and how they go about
buying certain products.
Target Market
Group of People (Segment) Who Are
Most Likely to Respond Favorably to
What a Marketer Has to Offer & to Provide
the Highest Level of Profitability.
Organizations Design
Specific Marketing
Strategies to Reach
Markets’ Needs
Effectively
Ad Team Tries to
Understand How &
Why Consumers
Think, Feel, and
Behave
Target Audience:
People with lawns
that have weeds
Demographics
Demographics
Age
Gender
Education
Occupation
Income
Ethnicity
Geography
Family size
Age
Gender
Education
People in
Different
Stages of
Life Have
Different
Needs
Primary Physical or
Psychological
Traits
Secondary –
Associated
With One
Sex More
Than the
Other
Level of
Education
Influences
Behavior as
A Consumer
Market
Differently to
BetterEducated Than
To the Less
Educated
Demographics
Occupation
Income
People Identify
Themselves by
What They Do
Must Have
Resources to
Buy Products
Increase in
White-Collar &
ServiceRelated
Jobs
Discretionary
Income –
Money Left
After Taxes &
Necessities
Race &
Ethnicity
Geographic
Location
Determine
Differences
Between
Ethnic Groups
By Measuring
Differences
In Their
Lifestyles
Study Patterns
In Different
Regions to
Discover
Variations in
Purchase
Behavior of
Consumers
Social Class
Marketers Assume That People in One Class Buy Different
Goods From Different Outlets and For Different Reasons
Than People in Other Classes. It is Determined By:
Income
Wealth
Education
Occupation
Family Prestige
Value of Home
Neighborhood
Psychographics
Activities
Personality
Traits
Attitudes
Interests
Refers to all the
Psychological
Variables That
Combine to
Shape Our Inner
Selves
Hobbies
Opinions
Values
Needs
Psychographics
Attitudes
Learned Predisposition
Vary in
Strength &
Direction
Reflect
Consumers’
Values
Personality
Collection of Traits
Makes
People
Individuals
SelfConcept
Core Values
Self-Respect
Security
Sense of
Accomplishment
Sense of Belonging
Values Are Hard
To Change,
Are Internal,
and
Guide Behavior
Respect From
Others
Excitement
Fun &
Enjoyment
Warm Relationships
Self-Fulfillment
Low- and High-Involvement
Decision Process
Amount of Involvement
High-Involvement Decisions
Spending a Great Deal of Effort on
Expensive, Personal, Emotion-Laden Products
i.e. Cars
Low-Involvement Decisions
Acquiring Products Purchased Regularly
i.e. Milk
VALS 2
Psychological Influences on
Consumers
Habit
Repeat Process Many Times
& Continue to be Satisfied
DecisionMaking
Shortcut
Breaking
Consumer’s
Habit
Is Difficult
Motivation
And Needs
Forces that Influence
Behavior
Motive –
Internal Force
That Stimulates
You to Behave
Needs –
Basic Forces
That Move
You to Act
Summary
• The accurate identification of product users can
mean success or failure
• Research is the key to successful target marketing
• Ads are aimed at consumers with a rifle instead
of a shotgun approach
• Advertisers place more importance on lifestyle
characteristics than on demographic factors
• We need to keep abreast of changes in population
and understand consumer lifestyles, identities,
and motivations