清華mba系列課件：消費(fèi)行為學(xué)—lec2(編輯修改稿)
2025-03-23 12:23 本頁面
【文章內(nèi)容簡介】 Phases a family goes through in their formation, growth, and final dissolution – Bachelorhood – Honeymooners – Parenthood – Postparenthood – Dissolution ? Explicit basis: marital status, family status ? Implicit basis: age, ine, employment UseRelated Segmentation ? Rate of Usage – Heavy vs. Light ? Awareness Status – Aware vs. Unaware ? Brand Loyalty – Brand Loyal vs. Brand Switchers UsageSituation Segmentation ? Segmenting on the basis of special occasions or situations Benefit Segmentation ? Segmenting on the basis of the most important and meaningful benefit – Toothpaste can be bought for ? Good taste ? Fresh breath ? White teeth ? Cavity protection Hybrid Segmentation Approaches ? PsychographicDemographic Profiles ? Geodemographic Segmentation ? SRI Consulting’s Values and Lifestyle System (VALSTM) Table DemographicPsychographic Profile of Newsweek ? Total adult readers 19,593,000 ? Men ? Professionals/ Managers ? Age 3549 ? Household ine $100,000 ? Married ? Own laptop PC ? Spent $3000+ on vacation last year % Index 100 117 174 114 172 109 150 164 STRUGGLERS FULFILLEDS BELIEVERS ACHIEVERS EXPERIENCERS STRIVERS MAKERS Low Resources High Resources Action Oriented Status Oriented Principle Oriented ACTUALIZERS VALS VALS 2 Segments and Participation in Selected Sports P e r c e n t o f a d u l t s i n e a c h V A L S 2 t y p e w h o p a r t i c i p a t e d i n s e l e c t e d s p o r t s i n 1 9 9 5 .0 2 4 6 8 10 12 14S t r u g g l e r sB e l i e v e
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