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Similar a Segmentation of Customers(20)

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Segmentation of Customers

  1. Analysis of the Consumer and Customer for the Design of Communications
  2. Source: Advertising & IMC: Principles and Practice, 2014
  3. 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?
  4. Division of social classes Source:
  5. Social Classes in Mexico Source:
  6. Social Classes Contrasts Source:
  7. State: Nuevo León - Demographics
  8. 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:
  9. 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.
  10. VALS Lifestyle: VALS Understanding customers is critical to marketing. VALS™ strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior. Complete your survey.
  11. VALS
  12. VALS 2 als2tbl.htm
  13. Psychological Influences Perception and State of Mind: - Past experiences with the brand - Influence of emotions: anger, fatigue, hunger, lethargy. - Needs and Wants: Maslow Hierarchy
  14. Abraham Maslow Hierarchy
  15. Mix of segmentation
  16. 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.
  17. Consumer Decision Making
  18. Mc Donald’s Segmentation Strategies
  19. References 1) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and Practice. 10th Ed. Prentice Hall 2) 3) 4) x?tema=me&e=19 5) 6) 7) http://www. 8)