psychographic and behavioural segments Flashcards
psychographic segmentation
markets that can be segmented according to consumers’ attitudes, lifestyles and opinions
behavioural segmentation
how consumers relate to products through spending and consumption, usage, loyalty and desired benefits
what are the 6 ways consumers can be segmented by?
personality
likes + dislikes
values
lifestyle
interests
attitudes
spending and consumption:
what does an enterprises take into account when deciding what marketing methods to use?
how much money consumers have available to spend
spending and consumption:
what can this be affected by?
how well the country’s economy is doing
spending and consumption:
what happens if the level of inflation or unemployment is high?
marketing methods may focus on value for money such as price discounts and special offers
loyalty:
why may an enterprise offer loyalty cards?
to encourage customers to keep buying their products
loyalty:
what can loyalty cards be used to obtain?
information on a customer
loyalty:
what can loyalty cards personalise?
can personalise promotions (special offers on specific products that are purchased regularly by the customer)
loyalty:
why might an enterprise text/email regular and past customers with?
news of latest products, offers and discounts
usage rate:
what is a usage rate?
measures how regularly customers buy products
usage rate, low-value products:
what is an example of a low value product?
drinks
usage rate, low-value products:
what can loyalty cards reward regular customers with?
a free product once they have bought a certain number
usage rate, high-value products:
what is an example of a high value product?
air travel
usage rate, high-value products:
what will frequency flyers programmers offer regular customers?
points that can be exchanged for free flights or free upgrades
