Ident iying nderstanding Consumers Chapter 7
Chapter 7
Objectives To EXamine the Importance of Identifying Understanding, and Appealing to Customers TO Enumerate Describe Segmentation Factors and their Application To Examine Consumer Attitudes and the Decision Making Process To EXamine Target Market Planning To Note Environmental Factors that affect Consumers
• To Examine the Importance of Identifying, Understanding, and Appealing to Customers • To Enumerate & Describe Segmentation Factors and their Application • To Examine Consumer Attitudes and the Decision Making Process • To Examine Target Market Planning • To Note Environmental Factors that Affect Consumers
What Makes Retail Shoppers Tick 2 Life-styles Needs and Desires 1 Retail Shopping Demographics Shoppers Attitudes and Behavior Environmental Retailer Facto Actions
Retail Shoppers 6. Environmental Factors 2. Life-Styles 1. Demographics 3. Needs and Desires 4. Shopping Attitudes and Behavior 5. Retailer Actions
Demographics Market size Gender °Age Household size Marital and Family Status Income Retail Sales Birth rates What Else?
• Market Size • Gender • Age • Household Size • Marital and Family Status • Income • Retail Sales • Birth Rates • What Else?
Consumer Life- Styles Bases Culture Social Class Reference Groups Family Life Cycle Time Utilization
• Culture • Social Class • Reference Groups • Family Life Cycle • Time Utilization