BU352 Chapter Notes - Chapter 8: Dollarama, Westjet, La Senza
Document Summary
The grouping of consumers on the basis of where they live. The grouping of consumers based on easily measured (objective) characteristics. (ex. Disadvantage: does not help marketers determine customer needs. How consumers describe themselves using characteristics that help them choose how they occupy their time (behavior) & what underlying psychological reasons determine their choices. Goals one wants to accomplish in life (not just ones in a day). They refer to overriding desires that drive how a person lives his/her life. (ex. For marketers, these help determine the benefits the target market may be looking for from a product. The way a person lives his/her life to achieve goals. Most widely used psychographic system developed by sri consulting business. Group of consumers based on the benefits they derive from products/services, their usage rate, their user status & their loyalty. Advantage: easy to portray a product"s/service"s benefits in a firm"s communication strategies.
