From the course: Marketing Foundations: Consumer Behavior
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Applying consumer behavior to marketing tactics
From the course: Marketing Foundations: Consumer Behavior
Applying consumer behavior to marketing tactics
- Understanding consumer behavior will help you create better marketing programs. Let's look at how. We'll start with segmentation and targeting. This is the process of grouping customers that share at least one common characteristic and focusing your marketing resources on them. It helps you be more efficient when commercializing your products. Now typically, marketers use demographic or behavioral variables like age, gender, or perhaps purchase frequency. But with consumer behavior insights, you can segment by attitudinal and aspirational variables, such as learning behaviors, personality traits, self-concepts, and reference groups. For example, imagine you're selling hand tools like hammers and screwdrivers. Instead of creating a segment such as men aged 30 to 50 who live in the suburbs, you can create a more powerful segmentation approach like this. "Anyone who considers themselves a handyperson "around the home."…
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