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Consumer Behavior
I hope you enjoyed the previous articles in this series:
Here we are going to talk about one of the most sophisticated marketing activities, which is the interpretation of motives and attitudes related to consumption.
Many marketers consider this type of segmentation to be superior to the previous ones.
Let's put the controversy aside and use them all to increase your competitive strength.
You already know the region where you will work, your target audience is well defined to the point of knowing whether they are young families with children under 5, couples with dual income without children, adults with adolescent children, older couples where their children have grown up or widowed living alone.
Time to dive into their psychological profile in relation to your product.
Answer these questions:
Will it be the first time you're buying something like this?
Do they always buy and will you offer another option?
Are you going to offer the same thing in a different way?
Is it the type of product that you buy every time or a few times in your life?
What is the strength of the purchase intention, crazy to buy, indifferent, or even resistant?
Who else already uses the product and can it be used as a reference?
What is the target audience's way of being:
Healthy, ostentatious, romantic, exaggerated, cowboy, alternative, satisfied?
Is a political activist able to give up a purchase because of a contrary position?
Difficult past in search of more comfort and stability?
How are your competitors or close substitutes positioned?
By tying all of this together with what we have seen, you will have your strategic plan assembled.
You will understand how many customers you have to serve, how to reach them and with what you offer.
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