Segmentation and Targeting the Audience

Segmentation and Targeting the Audience

1. Consumer's Product Choices

   • Recognition
   • Information search
   • Evaluate alternatives
   • Purchase decision
   • Post-Purchase Evaluation

2. Consumer's Decision Making

   • Cultural
     • Norms and values
     • Demographic
   • Social
     • Social class
     • Reference groups
     • Family
   • Segmentation
     • Demographic
     • Life style
     • Geographics
     • Psychographics
     • Behavioral
     • Benefits
     • Ethical issues
   • Psycological
     • Perception
     • Needs and wants
     • Satisfaction
     • Motivations
     • Behavior
     • Values
     • Attitudes
     • Life styles