Page 252 - Marketing Management

IDENTIFYING MARKET SEGMENTS AND TARGETS | CHAPTER 8 229

|Fig. 8.2|

Brand A 96 65% 46% 62% 67% 50% Example of Marketing
63
29 Funnel
18 12 6
Aware Ever Tried Recent Trial Occasional Regular User Most Often
User Used

Brand B 97 76% 74 61% 71% 75% 62%
45
32
24 15
Aware Ever Tried Recent Trial Occasional Regular User Most Often
User Used

brand-loyal purchase patterns may reflect habit, indifference, a low price, a high switching cost,
or the unavailability of other brands.
Attitude Five consumer attitudes about products are enthusiastic, positive, indifferent, negative,
and hostile. Door-to-door workers in a political campaign use attitude to determine how much
time to spend with each voter. They thank enthusiastic voters and remind them to vote, reinforce
those who are positively disposed, try to win the votes of indifferent voters, and spend no time
trying to change the attitudes of negative and hostile voters.

Multiple Bases Combining different behavioral bases can provide a more comprehensive and
cohesive view of a market and its segments. Figure 8.3 depicts one possible way to break down
a target market by various behavioral segmentation bases.

|Fig. 8.3|
Target Market
Behavioral
Segmentation
Breakdown
Unaware Aware

Not tried Tried

Negative Favorable Not yet
Neutral Rejector Repeated
opinion opinion repeated

Loyal to Loyal to
other brand Switcher brand

Light Regular Heavy
user user user