By Gary J. Bamossy, Soren Askegaard, Michael Solomon, Margaret K. Hogg
Purchaser Behaviour: a ecu viewpoint third version offers a finished, full of life, modern and sensible advent to customer behaviour. It indicates how examine and ideas during this topic can tell and be utilized to broader/strategic advertising concerns. the original five-part micro-to-macro wheel constitution takes a multi-disciplinary method of the dialogue of patron behaviour conception and purposes, and contains the newest traits and demographic information for profiling ecu shoppers. This booklet is perfect for moment and 3rd yr undergraduate advertising scholars, or these scholars taking a shopper behaviour module as a part of a enterprise direction.
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The people who matter to Nathalie – her reference group – value the idea that women in their early twenties should be innovative, style-conscious, independent and up front (at least a little). 2 ● When browsing through the websites, Nathalie is exposed to many competing ‘brands’. Many offerings did not grab her attention at all; others were noticed but rejected because they did not fit the ‘image’ with which she identified or to which she aspired. The use of market segmentation strategies means targeting a brand only to specific groups of consumers rather than to everybody – even if that means that other consumers will not be interested or may choose to avoid that brand.
Depending on its goals and resources, a company may choose to focus on just one segment or several, or it may ignore differences among segments by pursuing a mass market strategy. 1 Variables for market segmentation Category Variables Location of discussion Demographics Age Gender Social class, occupation, income Ethnic group, religion Stage in life Purchaser vs. 14 In many cases, it makes a lot of sense to target a number of market segments. The likelihood is that no one will fit any given segment description exactly, and the issue is whether or not consumers differ from our profile in ways that will affect the chances of their adopting the products we are offering.
Needs’ are something we are socialized to have. In the case of the Coca-Cola vs. goat’s milk example, it should be remembered that we do not eat and drink solely to satisfy a biological need. We eat and drink for a number of reasons, all of them embedded in our cultural context. What is the need of a sofa? A TV? A car? A textbook 22 CHAPTER 1 AN INTRODUCTION TO CONSUMER BEHAVIOUR This ad was created by the American Association of Advertising Agencies to counter charges that ads create artiﬁcial needs.
Consumer Behaviour: A European Perspective by Gary J. Bamossy, Soren Askegaard, Michael Solomon, Margaret K. Hogg