ZeePedia

BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation

<< AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation >>
img
Consumer Psychology (PSY - 514)
VU
LESSON 23
BASES FOR SEGMENTATION:
BENEFIT SEGMENTATION
Chapters No. 1-4 were reviewed in the lecture no. 23. Find below the list of the topics reviewed under requisite
chapter no.
Chapter 1:
Introduction to Consumer Psychology
Definition and Scope of Consumer Psychology
Development of Marketing Concept
Product Concept
Production Concept
Selling Concept
Marketing Concept
Implementing the Marketing Concept
The Role of Consumer Research
Segmentation, Targeting and Positioning
Customer Value, Satisfaction and Retention
Consumer and Decision Making
Fields of Consumer Psychology
Chapter 2:
Modeling and Researching CP
CONSUMER RESEARCH PARADIGMS
Qualitative Research
Quantitative Research
Combining Qualitative and Quantitative Research
THE CONSUMER RESEARCH PROCESS
Developing Research Objectives
o  Primary and Secondary Data
o  Collecting Secondary Data
o  Syndicated Data
o  Customer Profitability and Lifetime Value Data
DESIGNING PRIMARY RESEARCH
o  Quantitative Research Designs
 Observational Research
 Experimentation
 Surveys
o  Quantitative Research Data Collection Instruments
 Questionnaires
 Attitude Scales
o  Qualitative Research Design and Data Collection Instruments
 Depth Interviews
 Focus Groups
 Projective Techniques
 Metaphor Analysis
 Sampling * Data Collection
75
img
Consumer Psychology (PSY - 514)
VU
Chapter 3:
Market Segmentation
What is Market Segmentation
o  Who uses market segmentation
o  How market segmentation operates
Bases for Segmentation
o  Geographic Segmentation
o  Demographic Segmentation
o  Psychographic Segmentation
o  Socio cultural Segmentation
o  Use-related Segmentation
o  Use-situation segmentation
o  Benefit segmentation
o  Hybrid segmentation approaches
Criteria for effective targeting of market segmentation
o  Identification
o  Sufficiency
o  Stability
o  Accessibility
Implementing Segmentation Strategies
o  Concentrated VS. Differentiated Segmentation
o  Counter segmentation
Chapter 4: Environmental influences
Culture
o  What is Culture
o  How Culture is Learnt
o  Enculturation and Acculturation
o  Language and Symbols
o  Rituals
o  Dynamic Culture
o  Measurement of Culture
o
Subculture
o  Nationality subculture
o  Age subculture
o  Sex as subculture
Social Class
o  What is Social Class
o  Measurement of Social Class
o  The Affluent Consumer
o  Middle Class Consumers
o  Working Class and other non-Affluent Consumers
Social Group
o  Reference Groups
o  Consumer Related Reference Groups
o  Family
76
Table of Contents:
  1. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer Behavior
  2. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer research
  3. INTRODUCTION TO CONSUMER PSYCHOLOGY:Marketing Mix, Product, Price
  4. INTRODUCTION TO CONSUMER PSYCHOLOGY:Customer Value, Perceived Value
  5. VALUE AND RETENTION FOCUSED MARKETING AND CONSUMER DECISION MAKING PROCESS
  6. CONSUMER RESEARCH:Quantitative Research, Qualitative Research
  7. MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research
  8. QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  9. QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES
  10. QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  11. CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING
  12. MARKET SEGMENTATION AND ITS BASES:Geographical Segmentation
  13. BASES FOR SEGMENTATION: DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  14. BASES FOR SEGMENTATION: SOCIOCULTURAL SEGMENTATION USE RELATED SEGMENTATION USAGE SITUATION SEGMENTATION
  15. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Intrinsic Cues
  16. BASES FOR SEGMENTATION: HYBRID SEGMENTATION STRATEGIES
  17. MARKET SEGMENTATION IMPLEMENTING SEGMENTATION STRATEGIES ENVIRONMENTAL INFLUENCES CULTURE
  18. HOW CULTURE IS LEARNT ENVIRONMENTAL INFLUENCES:Formal Learning
  19. CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
  20. MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork
  21. SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  22. AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  23. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation
  24. SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation
  25. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Affluent Consumer
  26. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Membership Group
  27. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Shopping Groups
  28. UNDERSTANDING PERSONALITY CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
  29. CONSUMER PERSONALITY, TRAIT THEORY AND SELF IMAGES
  30. CONSUMER MOTIVATION:Needs, Goals, Generic Goals
  31. UNDERSTANDING LEARNING:Intentional and Incidental Learning, Implications for Marketers
  32. INSTRUMENTAL CONDITIONING, INFORMATION PROCESSING AND MEMORY
  33. ATTITUDES:Characteristics of Attitudes, Attitudes have consistency
  34. ATTITUDE FORMATION AND CHANGE:How attitudes are learned?
  35. ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
  36. INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity
  37. Problem Recognition, Search and Evaluation and Decision and Purchase
  38. Decision and Purchase:Consumer Decision Rules, Output, Relationship Marketing
  39. Decisions Related to Post Purchase:Product Set up and Use
  40. Marketing Implications of Decisions Related to Post Purchase:Understanding
  41. Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior
  42. Post Purchase Dissonance:Dissonance Reduction, Marketing Implications
  43. Consumerism:Roots of Consumerism, The Nature of Consumerism
  44. Consumerism Issues and Responses:Environmental Concerns, Consumer Privacy
  45. Review Consumer Psychology Course:Consumer Research, Consumerism