Segmentation Base: Behavioral cIti Cands Use credit Citicards' various products offer asO different benefits. ce Transfers and Purchases for up to 12 months us No annual fee rewards establishing Find the perfect Credit Card a credit 25000 口uow small business 37 benefits APR view card no frills valuc for up to 12 mey/l bos the ord I wat a· Get Details 身== https://www.citib ank. com/us/card S/Index.sp O Copy rights reserved, Zou Deqiang
26 26 © Copy rights reserved, Zou Deqiang Citicards’ various products offer different benefits: – rewards – establishing credit – small business benefits – no frills value https://www.citib ank.com/us/card s/index.jsp Segmentation Base: Behavioral
Segmentation Base: Behavioral B Initiator Decider The decision-making unit(DMU)
27 The decision-making unit (DMU ) Segmentation Base: Behavioral
Segmentation Bases General Product-specific Observable Cultural, geographic, User status, usage demographic and frequency, store SOCIO-economIc loyalty and patronage, variables situations Unobservable Psychographics, sychograpnICS, values, personality benefits, perceptions and life-style elasticities. attributes preferences, intention O Copy rights reserved, Zou Deqiang
28 28 © Copy rights reserved, Zou Deqiang Segmentation Bases Psychographics, benefits, perceptions, elasticities, attributes, preferences, intention Psychographics, values, personality and life-style Unobservable User status, usage frequency, store loyalty and patronage, situations Cultural, geographic, demographic and socio-economic variables Observable General Product-specific
A Case in Point Let's think about toothpaste what are the segmentation base for toothpaste? O Copy rights reserved, Zou Deqiang
29 29 © Copy rights reserved, Zou Deqiang A Case in Point • Let’s think about toothpaste … what are the segmentation base for toothpaste?
Wants/Needs in the Toothpaste Category Marketing research among U.S. tooth-paste users in the 1950s revealed four basic segments of toothpaste consumers Each with a different primary want/need · Decay Prevention White Teeth/fresh breath Flavor / Appearance Low Price O Copy rights reserved, Zou Deqiang
30 30 © Copy rights reserved, Zou Deqiang Wants/Needs in the Toothpaste Category • Marketing research among U.S. tooth-paste users in the 1950s revealed: ¾ Four basic segments of toothpaste consumers ¾ Each with a different primary want/need: • Decay Prevention • White Teeth / Fresh Breath • Flavor / Appearance • Low Price