Management and Organizational Studies 1021A/B Chapter Notes - Chapter 22: Product Differentiation, Psychographic, Marketing Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Bob Larose

Document Summary

Mar 23 | mos1021b | market research segmentation, targeting & positioning: psychographics, behavioristics. = where a target market lives using variables such as country, region, province, city size and types of location such as urban ,suburban, or rural. Canadians differ in terms of needs/preferences based on where they live. = ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership. Info can be identified through a company"s market research info and other secondary data sources such as statistics canada. = understanding consumers" attitudes to life, their personalities, general interests,opinions, and activities. Generally based on primary research marketers have conducted to gather insights on their consumers. = why consumers buy a product, the product benefit, how they use it, and whether they are brand loyal in their purchase behavior. Usage rate also plays a role in this info.