Behavioral segmentation

The major tendencies of the four groups with higher resources are:

1. Innovators:

Successful, sophisticated, active, “take charge� people with high self-esteem. Purchases often reflect cultivated tastes for relatively upscale, niche oriented products and services.

2. Thinkers:

People who are mature, satisfied, and reflective, motivated by ideals and values, knowledge and responsibility, favor durability, functionality, and value in products.

3. Achievers:

Successful goal oriented people who focus on career and family. Favor premium products that demonstrate success to their peers.

4. Experiencers:

People who are young, enthusiastic and impulsive seek variety and excitement. Spend a comparatively high proportion of income in fashion, entertainment, and socializing.

The major tendencies of the four groups with lower resources are:

1. Believers – Conservative, conventional, and traditional people with concrete beliefs, Favor familiar, American products and are loyal to established brands.

2. Strivers – Trendy and fun loving people who are resource constrained. Favor stylish products that emulate the purchase of those with greater mater6ial wealth.

3. Makers – Practical, down-to-earth, self sufficient people who like to work with their hands. Favor American made products with a practical or functional purpose.

4. Survivors – Elderly, passive people who are concerned about change. Loyal to their favorite brands.

Psychographic segmentation schemes are often customized by culture. The Japanese version divides society into 10 consumer segments on the basis of two key consumer concepts: life orientation (traditional ways, occupations, innovation, and self expression) and attitudes to social change (sustaining, pragmatic, adapting, and innovating).

Decision roles: It is easy to identify the buyer for many products. In the United States, men normally choose their shaving equipment, and women choose their pantyhose; but even here marketers must be careful in making their targeting decisions, because buying roles change.

When ICI, the giant chemical company, discovered that women made 60% of the decisions on the brand of household paint, they decided to advertise its Dulux brand appealing to women.

People play five roles in a buying decision: Initiator, Influencer, Decider, Buyer, and User. For example, assume a wife initiates a purchase by requesting a new treadmill for her birthday. The husband may then seek information from many sources, including his best friend who has a treadmill and is a key influencer in what models to consider. After presenting the alternative choices to his wife, he then purchases her preferred model which, as it turns out, ends up being used by the entire family. Different people are playing different roles, but all are crucial in the decision process and ultimate consumer satisfaction.

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