BU472 Chapter Notes - Chapter 3: Psychographic, Target Market, Reference Group
Document Summary
Chapter 3 consumer behaviour and target audience decisions. Types of decision making: routine problem solving. Target audience decision: marketers also try to understand consumers as much as possible since an imc plan, Target market selection: the promotional planner must consider, whether target segment is substantial enough, whether target segment is accessible, the more marketers segment, the more precise is their understanding of a segment. R&p perspective primary and most logical factor for initially defining a target audience is the current behaviour of consumers. This factor is critical since it"s the individual decision of each customer to purchase a brand that dictates a firm"s total sales. Current customers: brand-loyal customers regularly buy firm"s product, favourable brand switchers buy focal brand but also buy others. Non-customers: new category users customers not purchasing within a product category (arises due to changes in one"s life, other brand switchers not consistently purchasing focal brand, other brand loyals loyal to another brand (competitor)
