Share
Explore BrainMass

Consumer Behavior

Hello, I am looking for a little guidance on these 6 questions...

How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizeable market segments?

Why are consumers' needs and goals constantly changing? What factors influence the formation of new goals?

When Gillette creates a different marketing mix for men and women for its razors and blades, what marketing concept is Gillette illustrating?

Consumer research has found a negative relationship between consumers who purchase goods online and their innovative use of the Internet. T/ F

When a company attempts to create an "image" of its product in the mind of consumers relative to other similar competitive products, this is called:

When marketers target consumers by stressing a theme such as: "Made in America," what type of consumer is being targeted?

Solution Preview

Hello,

Please find below my response to assist you in responding to your homework.

Thank you for patronizing BrainMass.

Sincerely yours,
Your OTA

How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizeable market segments?

In market segmentation, the process involves identifying a portion of the larger market with needs which are not similar to the rest of that larger market. The steps to segmentation include identifying and grouping customers with similar need sets. The characteristics of these groups are described and an attractive segment to be served is being chosen from them. The purpose is to group consumers with common needs who will respond similarly to certain marketing actions. The start of the process is to identify the personality of the consumers, the product characteristics and consumption situation. All these factors identify the consumer's behavior which will be very useful in creating an effective marketing strategy. There is a need to learn consumer behavior because there are needs, attitudes, behavior and experiences that influence the consumption decisions of consumers. Learning about their lifestyle is also important. Sum them all up and they affect consumer choices and spending decisions which can be used in grouping the market segment that can respond to a certain marketing action. Segmenting the market will link the needs of the market to the organization's marketing programs and these organizations perform segmentation when they believe that the potential increase in the profits will outweigh the costs of market segmentation process.

Why are consumers' needs and goals constantly changing? What factors influence the formation of new goals?

Maslow's Hierarchy of Needs clearly explains the reasons for the changes in the needs and ...

Solution Summary

Responses to questions about consumer behavior. References are included.

$2.19