Scheda di revisione: Understanding Consumer Behavior and Market Positioning

📋 Course Outline

1. Definition and scope of consumer behaviour
2. Changing global context of consumer behaviour
3. Consumer decision-making process and need recognition
4. Online consumer behaviour and digital marketing tactics
5. Market disaggregation, segmentation, targeting, and positioning concepts
6. Bases for consumer segmentation including socio-economic, geographic, psychographic, and gendered marketing
7. Target marketing strategies: undifferentiated, differentiated, focused, customized
8. The 4-Cs framework and strategic product positioning
9. Product positioning tools and competitor analysis
10. Repositioning strategies and successful brand examples

📖 1. Definition and scope of consumer behaviour

🔑 Key Concepts & Definitions

• Needs and desires : Motivational factors that drive consumers to seek products, services, or experiences to fulfill their functional or emotional requirements.
• Need : A fundamental requirement that motivates consumer actions, which can be functional or emotional in nature.

📝 Essential Points

• Consumer behaviour involves both individual and group decision-making processes.
• The scope includes all activities related to satisfying functional and emotional needs through consumption.

💡 Key Takeaway

Consumer behaviour involves both individual and group decision-making processes.

📖 2. Changing global context of consumer behaviour

🔑 Key Concepts & Definitions

• Global consumer culture : A shared set of values and norms across countries that shape consumer behaviour through common preferences and expectations.

📝 Essential Points

• Global consumer culture shapes consumer behaviour through shared values and norms across countries.
• Increased exposure to global corporations’ marketing efforts affects consumer preferences and expectations.
• Social media platforms enable consumers to co-create value and influence brand perception.
• Consumer behaviour is increasingly influenced by digital connectivity and global trends.

💡 Key Takeaway

Consumer behaviour is evolving rapidly due to globalization and digital interconnectivity, requiring marketers to adapt to a dynamic global context.

📖 3. Consumer decision-making process and need recognition

🔑 Key Concepts & Definitions

• Need recognition : A stage in the decision-making process where consumers become aware of a gap between their current state and a desired state, triggered by functional or emotional factors.

📝 Essential Points

• Need recognition can be functional, developing over time through routine depletion or unpredictability.
• Emotional or psychological needs also trigger consumer decision-making.
• Need inhibitors can delay or prevent recognition of needs.
• Consumer decisions involve internal and external information search, influenced by emotions and choice criteria.
• Impulse purchasing and panic buying are types of consumer decisions influenced by emotional factors.

💡 Key Takeaway

Recognizing the types and triggers of consumer needs is crucial to understanding the initial stage of the consumer decision-making process.

📖 4. Online consumer behaviour and digital marketing tactics

🔑 Key Concepts & Definitions

• **Digital tracking

• "Virtual" aisle** : A digital marketing technique that enables marketers to monitor consumer behaviour online, allowing for targeted marketing strategies.

• Evaluating alternatives An example : The consumer process of comparing different product options based on choice criteria to make a purchase decision.

📝 Essential Points

• The 'virtual aisle' concept involves strategic product placement on digital platforms to attract attention.
• Search engine optimization improves product visibility in online searches and app listings.
• Pop-ups and pop-outs are used to encourage impulse purchases in online shopping environments.
• Core brands and multipacks are promoted for home consumption through digital marketing.

💡 Key Takeaway

The 'virtual aisle' concept involves strategic product placement on digital platforms to attract attention.

📖 5. Market disaggregation, segmentation, targeting, and positioning concepts

🔑 Key Concepts & Definitions

• Positioning : The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete).
• Market disaggregation : The process of analyzing and understanding the characteristics of individual customers.
• Market segmentation : The identification and grouping of individuals or organizations with similar characteristics that influence marketing strategy.
• Market targeting : The evaluation of the potential of each market segment to select which segments to focus marketing efforts on.

📝 Essential Points

• Market disaggregation involves understanding individual customer characteristics.
• Market segmentation groups customers with similar characteristics for marketing strategy.
• Market targeting evaluates the potential of each segment to select focus areas.
• Positioning involves choosing target markets and differential advantages to compete effectively.

💡 Key Takeaway

Breaking down markets into segments and strategically targeting and positioning products is essential for effective marketing management.

📖 6. Bases for consumer segmentation including socio-economic, geographic, psychographic, and gendered marketing

🔑 Key Concepts & Definitions

• Gendered marketing : A marketing strategy that targets consumers by aligning products and messaging with gender-specific preferences and behaviors.
• F3E2c Genderless marketing Mountain : Com/wat ch?v
• Genderless marketing Mountain Dew presents : Com/wat ch?v

📝 Essential Points

• Socio-economic segmentation classifies consumers based on income, education, and occupation.
• Geographic segmentation divides markets by location and regional characteristics.
• Psychographic segmentation considers personality, lifestyle, perceptions, and beliefs.
• Genderless marketing appeals to broader audiences by avoiding gender stereotypes, as demonstrated by Mountain Dew's marketing strategy.

💡 Key Takeaway

Utilizing diverse segmentation bases such as socio-economic, geographic, psychographic, and gendered approaches allows marketers to develop strategies that effectively connect with distinct consumer groups and identities.

📖 7. Target marketing strategies: undifferentiated, differentiated, focused, customized

🔑 Key Concepts & Definitions

• Undifferentiated marketing : A target marketing strategy characterized by the absence of segmentation, aiming to reach the whole market with a single marketing mix.
• Personality : The distinctive attitudes and lifestyles that brands use to connect with specific consumer groups, exemplified by Mountain Dew's edgy image appealing to youth.

📝 Essential Points

• Undifferentiated marketing targets the whole market without segmentation.
• Differentiated marketing creates distinct marketing mixes for multiple segments.
• Focused marketing (niche marketing) targets a single segment with a specialized marketing mix.
• Customized marketing targets individual customers with personalized offerings, often in B2B contexts.

💡 Key Takeaway

Choosing the right target marketing strategy balances market coverage with customization to optimize marketing effectiveness.

📖 8. The 4-Cs framework and strategic product positioning

🔑 Key Concepts & Definitions

• Young Consumers : Com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox
• 4-Cs framework : A strategic model used to guide product positioning by categorizing products to align with consumer needs and competitive context.

📝 Essential Points

• The 4-Cs framework is key to successful product positioning.
• Product categorization influences marketing mix decisions and positioning strategies.

💡 Key Takeaway

Applying the 4-Cs framework guides marketers in crafting product positions that resonate strategically with consumers and competitors.

📖 9. Product positioning tools and competitor analysis

🔑 Key Concepts & Definitions

• Perceptual mapping : A product positioning tool that visually represents consumer perceptions of product attributes to locate products relative to competitors.
• Spidergram analysis : A multi-attribute comparison method used in product positioning to visually display how products and competitors perform across various attributes.

📝 Essential Points

• Product positioning tools help locate products relative to competitors in consumer perception.
• Perceptual mapping visually represents consumer perceptions of product attributes.
• Spidergram analysis provides a multi-attribute comparison of products and competitors.
• Identifying competitors is essential for effective positioning and differentiation.
• These tools support strategic decisions to enhance market positioning.

💡 Key Takeaway

Utilizing analytical tools for positioning and competitor analysis sharpens competitive advantage and market clarity.

📖 10. Repositioning strategies and successful brand examples

🔑 Key Concepts & Definitions

• **V4Mpek

• Successful brand strategy example** : An example of brand repositioning demonstrated by Old Spice, illustrating effective adaptation to market changes.

• Repositioning strategies : Approaches that involve changing a brand’s image or market position to maintain relevance amid evolving consumer preferences and competitive environments.

• **4eIDB V4Mpek

• Successful brand strategy** : A branding approach exemplified by companies like Apple and Nike, which effectively influence consumer perception and maintain brand relevance.

📝 Essential Points

• Repositioning strategies involve changing a brand’s image or market position to stay relevant.
• Successful brand examples include Apple, Nike, Old Spice, and Netflix.
• Rebranding can leverage curiosity, personalization, and emotional engagement to attract consumers.
• Social media campaigns can promote responsible consumption while repositioning brand image.

💡 Key Takeaway

Dynamic repositioning and innovative branding are vital for sustaining brand relevance and consumer engagement over time.

🧩 Additional Source Details

1. Study this source detail: Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, (Source: "Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer")
2. Study this source detail: Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or exper (Source: "Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global")
3. Study this source detail: “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • (Source: "“It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To")
4. Study this source detail: purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketin (Source: "purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The")
5. Study this source detail: needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer (Source: "needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes")
6. Study this source detail: culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progc (Source: "culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional /")
7. Study this source detail: of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine deple (Source: "of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search")
8. Study this source detail: do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of (Source: "do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of")
9. Study this source detail: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing v (Source: "(1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing")
10. Study this source detail: ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice crit (Source: "➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make")
11. Study this source detail: decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour on (Source: "decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine")
12. Study this source detail: of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching (Source: "of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for")
13. Study this source detail: alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on l (Source: "alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups")
14. Study this source detail: tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incor (Source: "tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market")
15. Study this source detail: lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness. (Source: "lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market")
16. Study this source detail: for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understa (Source: "for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar")
17. Study this source detail: purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group custom (Source: "purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product")
18. Study this source detail: /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting (Source: "/form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation:")
19. Study this source detail: of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketi (Source: "of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar")
20. Study this source detail: on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of (Source: "on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing")
21. Study this source detail: the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have signifi (Source: "the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to")
22. Study this source detail: each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The (Source: "each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we")
23. Study this source detail: or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differentia (Source: "or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs")
24. Study this source detail: for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Soc (Source: "for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD")
25. Study this source detail: market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gend (Source: "market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better")
26. Study this source detail: the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless mar (Source: "the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic")
27. Study this source detail: Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the att (Source: "Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of")
28. Study this source detail: https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strate (Source: "https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some")
29. Study this source detail: Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Diffe (Source: "Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one")
30. Study this source detail: of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing (Source: "of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with")
31. Study this source detail: marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing (Source: "marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new")
32. Study this source detail: • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B (Source: "• Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london-")
33. Study this source detail: (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation. (Source: "(single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat-")
34. Study this source detail: a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543 (Source: "a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”:")
35. Study this source detail: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559 (Source: "Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young")
36. Study this source detail: underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote respo (Source: "underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible")
37. Study this source detail: rm=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the (Source: "rm=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to")
38. Study this source detail: J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.11 (Source: "J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product")
39. Study this source detail: to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positionin (Source: "to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product")
40. Study this source detail: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying (Source: "Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike")
41. Study this source detail: The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysi (Source: "The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek •")
42. Study this source detail: of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https: (Source: "of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning")
43. Study this source detail: Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy exa (Source: "Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization &")
44. Study this source detail: strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netf (Source: "strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any")
45. Study this source detail: branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personaliz (Source: "branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion")
46. Study this source detail: Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, idea (Source: "Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to...")
47. Study this source detail: use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. (Source: "use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.")
48. Study this source detail: Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decisi (Source: "Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realiza")
49. Study this source detail: The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs (Source: "The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs")
50. Study this source detail: bility (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. (Source: "bility (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs.")
51. Study this source detail: alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make (Source: "alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make")
52. Study this source detail: s eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; (Source: "s eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization;")
53. Study this source detail: appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness. (Source: "appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.")
54. Study this source detail: acks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individ (Source: "acks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmenta")
55. Study this source detail: individual customers Market segmentation • Group customers into segments on the basis of having similar (Source: "individual customers Market segmentation • Group customers into segments on the basis of having similar")
56. Study this source detail: ected segment Market segmentation: The identification of individuals or organizations with similar characteristics (Source: "ected segment Market segmentation: The identification of individuals or organizations with similar characteristics")
57. Study this source detail: at have significant implications for the determination of marketing strategy. (Source: "at have significant implications for the determination of marketing strategy.")
58. Study this source detail: Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww (Source: "Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww")
59. Study this source detail: conomic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify wit (Source: "conomic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify wit")
60. Study this source detail: 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (si (Source: "30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized mark")
61. Study this source detail: marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some (Source: "marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some")
62. Study this source detail: nique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign (Source: "nique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign")
63. Study this source detail: 2024 rebrand & new campaign https://theconversation (Source: "2024 rebrand & new campaign https://theconversation")
64. Study this source detail: eed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Youn (Source: "eed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Market")
65. Study this source detail: 2025-2536 The 4-Cs framework (Source: "2025-2536 The 4-Cs framework")
66. Study this source detail: ful positioning Strategic implications of product categorization Product positioning Identifying competitors (Source: "ful positioning Strategic implications of product categorization Product positioning Identifying competitors")
67. Study this source detail: Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/ (Source: "Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why")
68. Study this source detail: 4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum. (Source: "4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum.")
69. Study this source detail: with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium (Source: "with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen")
70. Study this source detail: ube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://w (Source: "ube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5")
71. Study this source detail: 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour (Source: "2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour")
72. Study this source detail: young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product ca (Source: "young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positio")
73. Study this source detail: randed your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice (Source: "randed your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice")
74. Study this source detail: oning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & (Source: "oning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization &")
75. Study this source detail: aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion (Source: "aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion")
76. Study this source detail: MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups se (Source: "MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas")
77. Study this source detail: t and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to (Source: "t and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to")
78. Study this source detail: “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK (Source: "“Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK")
79. Study this source detail: v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www. (Source: "v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.")
80. Study this source detail: Curiosity, personalization & idleness aversion https://www. (Source: "Curiosity, personalization & idleness aversion https://www.")
81. Study this source detail: //w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better (Source: "//w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better")
82. Study this source detail: Young Consumers: Insight and Ideas for Responsible Marketers (Source: "Young Consumers: Insight and Ideas for Responsible Marketers")
83. Study this source detail: nt consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing (Source: "nt consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing")
84. Study this source detail: ” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions (Source: "” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask?")
85. Study this source detail: MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? (Source: "MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour?")
86. Study this source detail: la What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, (Source: "la What is consumer behaviour? “It is the study of the processes involved when individuals or groups select,")
87. Study this source detail: ion- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion (Source: "ion- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion")
88. Study this source detail: Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups (Source: "Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups")
89. Study this source detail: ://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics (Source: "://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics")
90. Study this source detail: v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. (Source: "v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market.")
91. Study this source detail: tps://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- (Source: "tps://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat-")
92. Study this source detail: v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum. (Source: "v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum.")
93. Study this source detail: of values • Use of social media To understand the consumer, which questions do we ask? (Source: "of values • Use of social media To understand the consumer, which questions do we ask?")
94. Study this source detail: utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (Source: "utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J.")
95. Study this source detail: MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada (Source: "MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada")
96. Consumer behaviour includes the study of processes when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences. (Source: "It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.")

📅 Key Dates

Date	Event
2023	Study of consumer behaviour processes
2024	Market segmentation and positioning
2025	Digital marketing tactics and global consumer trends
1108	Historical context of consumer behaviour

📊 Synthesis Tables

Consumer Decision-Making Process and Need Recognition

Stage	Description
Need recognition	Awareness of a gap between current and desired state, triggered by functional or emotional factors
Internal search	Consumers seek information from within themselves or external sources
Impulse buying	Unplanned purchase driven by emotion
Panic buying	Urgent purchase due to perceived scarcity or fear

⚠️ Common Pitfalls & Confusions

1. Confusing needs with wants, leading to misaligned marketing strategies.
2. Overlooking emotional factors in decision-making, ignoring consumer psychology.
3. Ignoring the influence of digital connectivity and social media on consumer behaviour.
4. Assuming homogeneity in consumer preferences across segments.
5. Neglecting the importance of competitor analysis in positioning.
6. Misinterpreting market disaggregation as only demographic segmentation.
7. Failing to adapt repositioning strategies to changing consumer trends.

✅ Exam Checklist

1. Understand the scope of consumer behaviour.
2. Identify the influence of global culture on consumer preferences.
3. Analyze the consumer decision-making process stages.
4. Explore online consumer behaviour and digital marketing tactics.
5. Learn about market disaggregation, segmentation, targeting, and positioning.
6. Study bases for consumer segmentation including socio-economic, geographic, psychographic, and gendered marketing.
7. Familiarize with target marketing strategies: undifferentiated, differentiated, focused, customized.
8. Apply the 4-Cs framework for product positioning.
9. Use perceptual mapping and spidergram analysis for competitor positioning.
10. Examine repositioning strategies with successful brand examples.
11. Recognize the role of emotion in consumer evaluation.
12. Understand the importance of choice criteria in decision-making.