Consumer Behavior & Marketing Strategy
INDIVIDUAL ASSIGNMENT
MARKS: 15
by:
Name:
Registration No.
(Date)
Submitted as mandatory requirement for the course “Consumer Behavior and Marketing
strategy” in the Program, Masters of Business Administration
1
Consumer Behavior & Marketing Strategy
1. Find TV Commercial or Print ad (at least three) focusing on

Id

Ego

Super Ego
2. Find three ads (print or TVC’s) bearing
a. Lifestyle profiles
b. Product-specific profiles
c. General lifestyle segmentation
d. Product-specific segmentation
3. Below is a list of potential market segments (please see diagram), the task for this
activity is to develop a Developing segment profile for a few of the segments.
MARKET SEGMENTS
Convenience driven consumers These are consumers that are looking to simplify the purchase,
or its process, and are primarily seeking the benefit of convenience.
Budget conscious shoppers These consumers may make their purchase decision based on the
lowest price, or select the product that represents the best value for money.
Focus on quality This is a segment of consumers who are interested in higher quality products
and services. Many consumers in this segment believe that buying higher quality represents
better value over time.
Rational, value for money The consumers in this market segment are more involved in the
purchase decision and look to make decisions on a “best product solution” basis.
Attracted to strong brands This market segment is less involved in their purchase decision, and
will rely upon a strong brand to guide their purchase decision.
Environmentally aware This is an emerging segment consisting of people who take into
account the environmental impact of their purchases.
Family focused This market segment is a family or household unit has one main grocery buyer
who is purchasing on behalf of themselves and other people in the family unit.
2
Consumer Behavior & Marketing Strategy
Health and diet conscious In various markets, particularly food, beverages, medicines,
vitamins, health centers – this is a growing market segment that is quite interested in the health
and well-being aspects of the product.
Service/relationship focus Particularly in service industries, there would be a market segment
that would be interested in quality of service provided and/or developing a relationship with the
firm and its staff.
Flexibility is important The tailoring of a product offer is becoming more important to some
groups of consumers, as highlighted by the needs of this market segment.
Social status Consumers in this segment use brands and products as a means to signal their selfidentity and social status. This would be quite common in markets such as cars, alcohol,
cigarettes, holiday destinations, restaurants, clothing, jewelry, and so on.
Variety seekers Many markets will have a group of consumers who seek out variety. Some
consumers simply like change and choice, whereas others like to experience new things.
Benefit seekers In some markets, there are usually multiple segments that are seeking a
particular benefit from a product. The brand should be positioned around a specific product
attribute – common in fast moving consumer goods.
Just for me The “just for me” market segment of those consumers interested in their own needs
and pleasures. They will seek out product solutions that make them feel good, even though they
may be expensive or not necessarily healthy.
Existing customers The final market segment provided in this list of potential market segments
is simply the firm’s/brand’s existing customer base. Although this would need to be segmented
down further, as per the above market segments, it is highlighted here as it is sometimes
overlooked.
Discussion Questions
1. Choose two different market segments from the above list and descriptions. You should
also select a market or a product category for this exercise.
2. Discuss both consumer segments and how the consumers probably make purchase
decisions in the market/product that you have also chosen.
3. Develop a brief segment profile for these three consumer segments. Note: You should
consider their main needs, are they light or heavy users, what retailers they use, their
likely demographics, are they brand loyal or switchers, what media do they consume, are
they price sensitive, which brands are they most attracted to, and so on.
4. Compare your segment profiles in class.
3
Consumer Behavior & Marketing Strategy
5. How helpful, do you think, is it to develop a segment profile before determining the
brand’s marketing mix?
Please Note:
All ads must confine to our cultural and moral norms
Although we are expecting you to collect interesting ads. 70% weight age is given to your
explanation part. So put more efforts in relating theoretical concepts to these ads.
Sometimes, different INDIVIDUALS may collect the same ads. In such case strict
scrutiny will made for written concepts. If they match then ALL will get 0 in th
assignment
Submit your assignment ONLINE
Note:
FORMATTING & WRITING INSTRUCTIONS:
1. Assignment must be typed in Times New Roman
2. Font size is 12 for the text, 16 for main headings, 14 for Sub-headings, and 12 for Sideheadings
3. Line spacing = 2.0
Keep the text left-aligned
DUE DATE: 19th January 2020
Selected Product is shampoo whereas selected segments are given below:
Budget conscious shoppers These consumers may make their purchase decision based on the
lowest price, or select the product that represents the best value for money.
Focus on quality This is a segment of consumers who are interested in higher quality products
and services. Many consumers in this segment believe that buying higher quality represents
better value over time.
Health and diet conscious In various markets, particularly food, beverages, medicines,
vitamins, health centers – this is a growing market segment that is quite interested in the health
and well-being aspects of the product.
4
Consumer Behavior & Marketing Strategy
Budget conscious shopper: The peoples associated in this group are looking to capture a product
which is available in the lower price as compare to the similar products of the same ambit. As we
have mentioned earlier that the selected product is shampoo therefore consumer will be focusing
on the product with most reasonable price. Furthermore, as this particular category is formed on
the basis reasonability prices therefore price sensitivity will be higher than other segments
Following are the some identified factors which may influence the buying decision of such
segments.
Buying decision: As elaborated earlier the buying decision will be based on lower price, easy
availability and effectiveness of product in regard of its price because if the a lower priced
product cause extra expenses in procurement than it will kill the ultimate objective which is
saving money. Secondly, if such shampoo is not providing effectiveness with a regular quantity
of usage and require more application then the consumer won’t be able to meet their ultimate
goal and might never buy the product.
Needs:
1) Prior need of such consumer is to find a product with discounts and promotions.
2) Easy availability will be prioritized as such class would also avoid making any
indirect cost like delivery charges for procurement.
3) Proper utilization of product should not be compromised because of any
specification of the product.
User Behaviour:
1) Such users are going to be the Heavy users as they concept of brand loyalty would
be rarely characterized in them, and they would frequently change the brand just to
seek the discount.
Medium of promotion
To reach this group with the right media is more important, According to some assumptions TV and
the Internet will be the best medium. Advertise through sites like e-marketing of FB, instagram and
various social media sites.
Preferred Brand:
Medicam & lifeboy will be the preferred brand for such consumer as they are available in
way lower prices than other brands.
Focus on quantity: Consumer of this segment will be looking for the product which
prioritizes quality rather than quantity or price. The main objective of such consumer is to
prolong the advantages of their selected product by making some rationale which depicts
5
Consumer Behavior & Marketing Strategy
long lasting effects. Following are some factors which might affect the buying decision of a
consumer.
Buying Decision: Consumer buying decision will be based on reputation of products
regarding quality, effectiveness and long lasting advantages which might be driven on the
basis of quality of the products. Reviews or words and month advertisement will also affect
the buying intentions of the people associated in this segment. Long lasting effects or side
effects will also be a point of concern as the people associated in this group measures the
value of a product over different times, because they are very concerned with changes
which might occur in their hair by using a shampoo.
Needs:
1) Quality would be the key substantial for buying.
2) Priority on Easy Availability will be slight less than other segments.
3) Authentication of the claims of such shampoo will be highly admired by such users.
Medium of Promotion: Such users can be targeted from not only TV and internet but from
the print media as well. Print Media might help gaining the brand loyalty by endorsing the
quality of such products by quoting the benefit about ingredients used in products from
researches.
User Behaviour:
Such users are going to be the low users as they concept of brand loyalty would be highly
characterized in them, and they would not frequently switch their brand.
Preferred Brand:
On the basis of specification mentioned earlier, it can be assumed that people of this
segment belongs to elite class therefore they must be looking for well renounced brands like
Dove.
Factors
Budget conscious shopper
Needs
Low price, Easy availability, Higher Quality, Authentic
Maximum utilization
Focus on quantity:
claims
&
long
lasting
benefits
Medium of Promotion
TV & Internet
TV, internet & print media
Preferred Brand
Medicam & Lifeboy
Dove & L’oreal
6
Consumer Behavior & Marketing Strategy
User Behaviour
High Users
Low users
Life Stage
Youngsters
Matured people
Gender
Any
Any
Income
Low
High
Decisional Role
Influencer, Buyer & User
Decider, Buyer & User
Distribution Channel
Retailers
Drug store & Marts
Brand loyalty
Switchers
Hard Core
Price sensitivity
High
Low
7