Analysis of the
Consumer and
Customer for the
Design of
Communications

Source: Advertising & IMC: Principles and Practice, 2014

Influences on Consumer
Decision Making
Social/Cultural Influences:
- Culture (art, literature, history, clothing, values)
- Social Class
- Family
- Demographics
- Brand Communities (Apple, Harley Davidson)
What kind of cultural features are important for mexican customer?
How do values of a mexican differ from an american?
How does it show in gastronomy?
How does family influence the consumers?

Division of social classes
Source: Amai.org

Social Classes in Mexico
Source: Amai.org

Social Classes Contrasts
Source: Amai.org

State: Nuevo León -
Demographics
http://www.nl.gob.mx/?P=nl_poblacion

Demographics N.L.
16.68% of GDP of our state corresponds to trade, restaurants and
tourism.
7.5% of total GDP corresponds to state of N.L. (D.F. 17.7%, State of
Mexico 9.2%, Jalisco 6.3%)
Two municipalities –Garza García and Guadalupe have the lowest rates of
poverty on nationwide level.
The average wage in N.L. Is $118,432 pesos per year (nation media
$99,114)
Source: Cuentame.inegi.org

Lifestyle
Reflects family situation, values, income and other feature.
Example:
Hipster
Fashionista
Students
Office employee
Government employee
Businessman/Businesswoman
Yuppie
Older generation
The trend of decreasing natality is a worldwide phenomena.

VALS
Lifestyle: VALS
Understanding customers is critical to marketing. VALS™ strengthens
demographic characterizations by explaining the deeper psychological
drivers of consumer behavior.
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
Complete your survey.
http://www.strategicbusinessinsights.com/vals/presurvey.shtml

VALS

VALS 2
http://www.d.umn.edu/~rvaidyan/mktg4731/v
als2tbl.htm

Psychological Influences
Perception and State of Mind:
- Past experiences with the brand
- Influence of emotions: anger, fatigue, hunger, lethargy.
- Needs and Wants: Maslow Hierarchy

Abraham Maslow Hierarchy
Google.com

Mix of segmentation

Review of segmentation
Demographics – gender, religion, ethnicity, education, household size
By Life Stage: - age, living situation.
Geographics: urban, rural, north, south, northeast, northwest, municipalities, etc.
Psychographics: ATTITUDES, money, work and leisure, interests, opinions
Behavioral: Product category, brand usage. (Youtube, Facebook, Amazon)
Values and Benefits Based Segmentation: specific problems solved by products,
benefits.
Brand Communication is designed to address groups of people who are users of
a product or are prospective customers.

Consumer Decision Making

Mc Donald’s Segmentation
Strategies
https://www.youtube.com/watch?v=RcRFBVIvJHw

References
1) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and
Practice. 10th Ed. Prentice Hall
2) http://www.amai.org
3) http://www.nl.gob.mx/?P=nl_poblacion
4) http://cuentame.inegi.org.mx/monografias/informacion/nl/poblacion/default.asp
x?tema=me&e=19
5) http://www.strategicbusinessinsights.com/vals/ustypes.shtml
6) http://www.d.umn.edu/~rvaidyan/mktg4731/vals2tbl.htm
7) http://www. google.com
8) https://www.youtube.com/watch?v=RcRFBVIvJHw