CONSUMER BEHAVIOUR AND MARKET SEGMENTATION

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CONSUMER BEHAVIOUR AND MARKET SEGMENTATION by Mind Map: CONSUMER BEHAVIOUR AND MARKET SEGMENTATION

1. Three phases of consumer behaviour

1.1. Acquisition phase

1.2. Consumption phase

1.3. Diposition phase

2. Requirements of effective segmentation

2.1. Measurability

2.2. Substantiability

2.3. Accessibility

2.4. Differentiability

2.5. Accountability

2.6. Stability

3. Bases of market segmentation

3.1. Geographic segmentation

3.2. Demographic segmentation

3.3. Psychographic segmentation

3.4. Behavioural segmentation

4. Market segmentation procedure

4.1. Survey

4.2. Analysis

4.3. Profiling

5. Segmentation strategies

5.1. Differentiated marketing

5.2. Concentrated marketing

5.3. Customised marketing

5.4. Undifferentiated marketing

6. Steps in Target marketing

6.1. Segmentation of markets

6.2. Evaluation of the segments

6.3. Selecting the target markets

6.4. Designing suitable marketing mix

6.5. Product positoning

7. Market segment selection

7.1. Single segment concentration

7.2. Selective segment specialisation

7.3. Market specialisation

7.4. Product specialisation

7.5. Full market coverage

8. Positioning process

8.1. Identifying possible competitive advantages

8.2. Chossing the right competitive advantage

8.3. Communicating the competitive advantage

9. Reposition

10. MARKETING MYOPIA

11. Buying motives

11.1. Internal motives

11.2. External motives

11.3. Product motives

11.4. Patronage motives

11.5. Rational motives

11.5.1. Low price

11.5.2. Suitability

11.5.3. Utility

11.5.4. Durability

11.5.5. Safety and security

11.5.6. Services

11.5.7. Credit facilities

11.5.8. Reputation of the leader

11.6. Irrational /Emotional activities

11.6.1. Low and affection

11.6.2. Price of possession

11.6.3. Romance

11.6.4. Desire to imitate others

11.6.5. Pleasure and comfort

11.6.6. Social acceptance

11.7. Learned motives

12. Factors influencing consumer behaviour

12.1. Cultural factors

12.1.1. Culture

12.1.2. Sub-culture

12.1.3. Social class

12.2. Social factors

12.2.1. Reference groups

12.2.2. Family

12.2.3. Role and status

12.3. Personal factors

12.3.1. Age

12.3.2. Life cycle stage

12.3.3. Occupation

12.3.4. Lifestyle

12.3.5. Personality

12.4. Psychological factors

12.4.1. Motivation

12.4.1.1. Maslow's need hierarchy

12.4.2. Perception

12.4.3. Learning

12.4.4. Beliefs and attitudes

12.5. Economic factors

12.5.1. Disposable personal income

12.5.2. Family income

12.5.3. Income expectation

12.5.4. Propensity to save

12.5.5. Liquidity

12.5.6. Consumer credit

13. Buying process

13.1. Problem recognition

13.2. Information search

13.3. Evaluation of alternatives

13.4. Purchase decisions

13.5. Post purchase behaviour

14. Types of buying behaviour

14.1. Complex buying behaviour

14.2. Dissonance - reducing buying behaviour

14.3. Habitual buying behaviour

14.4. Variety-seeking buying behaviour

15. Theories of consumer behaviour

15.1. Economic Theories

15.2. Psychological Theories

15.3. Psycho-analytical Theory

15.4. Socio-cultural Theory