The classification of consumers is an important area of study in market research. Marketers have to classify them based on their age, social status, purchasing power, lifestyle, needs and aspirations. Among them, the most obvious segmentation is based on criteria of age and generation. These include adonnaissants (teens under 10 years), adolescents (18-25 years) and papyboomers (50-55 years).
[...] Besides the notion of drive, the individual will be asked to pose questions in different forms depending on the consumer profile and expectations. The brakes may be individual (fear of flying) or collective (political, climatic). B. The consequences to the individual act of purchase After the act of purchase, the individual will be faced with different impressions that are not necessarily in line with its expectations. These impressions will be positive or negative, and will influence its future consumption. For instance, an individual who is staying in a hand spa center will be faced with two types of decisions: Type He enjoyed his stay, which has met his expectations, both in price and quality, and therefore he waits for another vacation. [...]
[...] Values and brand aspirations Values of this consumer profile: Consumers are also shaped by their value systems. Factors like emotion, spontaneity, feelings, materialism, fame, power, design, prestige, fantasy, are some of the deciding points. Some consumers like to go for brands based on the advertisements or reference points . These are called North Pole consumers. South Pole consumers prefer to respond by fighting the uncertainty by a thoughtful strategy. The values of this consumer profile: They are highly spirited, intelligent, authentic and responsible towards their decisions. [...]
[...] Identifying consumers, understanding their expectations and needs, decoding the values that connect them are essential to sustain and even expand its market share. However, the types of customers segmented by socio-demographic classics such as sex, occupation, income or housing are less and less representative of the choices made by consumers. Moreover, the social context continues to be complicated:-parent households, late entry into the workforce, and reduction of working time forces brands to segment further. b. Groups transverse preteens under 10 years and adolescents (18-25 The years). [...]
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