By Matin Khan
Compatible for college students pursuing classes in administration in universities and scholars in India, this paintings explains the basics of the topics and is illustrated with functional examples in Indian surroundings.
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Additional info for Consumer Behaviour and Advertising Management
In western countries, a lot of emphasis is placed on this aspect and perfumes and deodorants are widely used. Performance Status: A status-oriented society cares for higher standards of living, and chooses quality goods and established brand names and high-price items. This is true for the United States, Japan, Singapore, Malaysia, Indonesia, Thailand and most of the Arabian countries. In performance-oriented societies, where rewards and prestige is based on an individual’s performance, less importance is given to brand names.
This is known as counter segmentation strategy. Lifestyle marketing is being used extensively these days for developing new products, positioning new products and, creating new product opportunity. Lifesytle research helps in selecting media, formulating media and promotional strategies, and improving retail performance. Questions 1. 2. 3. 4. 5. What is lifestyle marketing? Explain its characteristics? ExplainVALS segmentation. Why importance was given to VALS 2. Explain VALS segmentation given by Arnold Mitchell and explain the various categories.
This classification is based on Maslow’s hierarchy of needs. At the bottom are the people with minimal resources and, on the top we have people with abundant resources. This divides the consumer into 3 general groups or segments. Each of these segments have a distinctive lifestyle, attitude and decision-making. The figure shows their characteristics as wel. The eight segments also differ in their resources and orientations. The resources possessed by those at the bottom are very little and as we move upwards the resources increase.
Consumer Behaviour and Advertising Management by Matin Khan