COMMERCE 2MA3 Lecture Notes - Lecture 5: Psychographic, Fixed Cost, Swot Analysis
11 Dec 2016
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Segment of men who wanted a lower calorie beverage. Figure out your strategy is, what are the objectives. Behavioural: extent of usage, loyalty to brands, benefits you seek. I. e. in canada we separate in 4 regions. Segment by geo when you feel different regions have different wants. Most commonly used 1. most easily available data 2. most objective. Can find info on every canadian with stats canada census. Self (cid:448)alues: i. e. so(cid:373)e people do(cid:374)"t (cid:271)uy (cid:271)ottled (cid:449)ater. Self-concept: real: who you really are, looking glass self: how you think others perceive you, ideal: how you want others to see you as. I. e. if you choose achievers then tell them you will look even more successful if you use the product. 30% of purchases go to the one brand then you are loyal to them. What is brand loyalty is a typical interview question. Could you say 20% not loyal, 20-40% are somewhat loyal 40-60% are mainly loyal and 80% are brand insisters.
