. Describe typical (target) Zipcar customers in terms of their demographic, psychographic, geographic, and behavioural characteristics.
. Describe typical (target) Zipcar customers in terms of their demographic, psychographic, geographic, and behavioural characteristics.
Homework Answers
geographic:
dividing the market into different geographical units, such as
nations, regions, states, countries, cities, or even
neighborhoods
many large companies have localized programs (Domino's store
locator)
city vs. country
north vs. south
demographic
age, life-cycle, gender, income, ethnicity
easiest to measure
kids vs. adults
bad to market same products with color change
real differences vs. perceptual differences
requires genuine insight into differing needs/wants
nfl fitted for women : good
Psychographic:
social class, lifestyle, personality
adventurous or conservative?
active or sedentary?
geo-demographic
environmentalists
:behavioral:
divides buyers into segments based on their knowledge,
attitudes, uses, or responses concerning a product
occasions (soup in winter), benefits sought, user status (nonusers,
ex-users, potential users, first time users, regular users), usage
rate, loyalty status (brands, stores, and companies)
ex. maybe they travel a lot, obsessive cleaners
Add Answer to:
. Describe typical (target) Zipcar customers in terms of their
demographic, psychographic, geographic, and behavioural
characteristics.
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