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Consumer Behaviour

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1. For each of the following products, identify the segmentation base that you consider to be the best one for targeting consumers: (Explain your choices)

1. - coffee ~ Behavioural- Attitudes and Preferences regarding the product
2. - soups ~ Behavioural- Attitudes and preferences regarding the product
3. - home exercise equipment~ Psychographic and Demographic personality, lifestyle and sociocultural values
4. - mobile phones ~ Demographic- Lifestyle usage and purchase behaviors, empiricial personal features
5. - Non-fat frozen yogurt~ Behavioural- Attitudes and Preferences regarding the product, usage and purchase behaviors, lifestyle

2. Why are the following segmentation approaches not successful?

1. - Segmenting a market on the basis of personality-~because people’s personality will most likely change over time. A person with the same personality doesn’t usually have the same interest in a certain product thus buy the same product.
2. - Advertising Ski boards in Time Magazine~ Time magazine are usually for people that are in the financial world or economic world not in the sport world so they’re most likely wouldn’t interest in the sport products.
3. - Developing an insurance plan for all quadruplets born in Hong Kong~ Quadruplets are very rare in Hongkong thus very small market so therefore it would not be profitable.
4.
5.
3. Under what circumstances and for what types of products should a marketer segment the market on the basis of :

- awareness status? ~ New product such as the latest advances on technology such as Ipad4
1. - brand loyalty ~ Such as high fashion brand products- Prada, Gucci, Louis
2. Vuitton
3. - user-situation? ~ Valentine’s day- flower, chocolate, Christmas- Christmas tree,
4. Halloween- pumpkin, costumes character.
5. - a hybrid form? ~ Latest innovation in technology such as ear implant
6.

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