Metodología para identificar y evaluar los impactos ambientales

The four most common ways to segment a market is by demographic, geographic, psychographic (behavioral) and product attributes. Each of these factors, particularly when used in combination with the others, represent an opportunity or identifies a need that can be satisfied with a product. Table 2.1 defines each of the categories.

TABLE 2.1: CATEGORIES FOR SEGMENTING MARKETS GEOGRAPHIC

Region, City, Population density, Climate

DEMOGRAPHIC

Age, Family size, Gender, Income, Occupation, Education, Religion, Race, Nationality, Social class

PSYCHOGRAPHIC

Lifestyles, Personality

PRODUCT ATTRIBUTES

Benefits preferred, Buying-readiness status, Usage rate, Loyalty ranking, Attitudes toward product or service

Let’s examine these segmentation categories in greater detail:

GEOGRAPHIC SEGMENTATION

Geographic segmentation is relatively easy to perform because the individual segments can be clearly delineated on a map. It is a sensible strategy to employ when there are distinct differences in climatic conditions or cultural patterns. Internationally, blocks or clusters of countries can be approached in a similar fashion, particularly if they share the same language and cultural heritage. For instance, in most of Latin America the same advertising media are often appropriate for several countries. While there are numerous cultural differences in many of those countries – as well as in other parts of the world – there are common problems that share several common features, known as cultural

universals. These include economic systems, marriage and family systems,

educational systems, social control systems, and supernatural belief systems. Domestically, you can segment by region, city size, population density, or by other geopolitical criteria. However, such segmentation is effective only if it reflects differences in need and motivation patterns. Many firms, for example, adjust their advertising efforts to as small an area as a town or city.

DEMOGRAPHIC SEGMENTATION

Along with geographic information, demographic variables are among the longest-used segmentation factors. They owe their popularity to two facts: (1) they are easier to observe and/or measure than most other characteristics and (2) their breakdown is often closely linked to differences in behavioral patterns. Demographic factors include age, sex, family size, stage in the family life-cycle, income, occupation, education, religion, race, nationality and social class.

PSYCHOGRAPHIC SEGMENTATION

This form of segmentation results from the application of psychographic vari- ables, such as life-style, personality, spending behavior and market sensitivity. Banks, car manufacturers and liquor producers, to name a few, employ the advantages of psychographic segmentation. It is a branch of market segmen- tation that continues to evolve as companies get involved with increasingly sophisticated customer relationship management (CRM) software.

2.3 Determining Patterns of

Customer Behavior

A central component of market segmentation deals with patterns of customer behavior. In turn, to connect behavior with practical application raises these questions:

• How is a customer likely to think, behave and make decisions regarding

your products and services?

• How can you use that information to reach and attract potential

customers?

• What impact does behavior analysis have on customer analysis and,

therefore, on the selection of strategies?

It takes diligent research to understand customer behavior and translate the findings into market entry and product development strategies for SBP Section 3, Growth Strategies and Section 8, Strategies and Tactics.

Here are planning guidelines to follow that are particularly applicable to those sections:

• Locate the optimum product/market entry point through a systematic

probe of customers’ behavior and competitors’ positions.

• Maintain growth with a continuous flow of new products, applications

and value-added services.

• Quantify existing products by sales, profits, market share, position

in the market and any other pertinent criteria that permit you to appraise market performance.

• List new markets in which your existing products can be sold.

• Identify new products that can be sold to existing customers. New

products include any new systems you have licensed or private- labeled, as well as modified products with wrap-around services that customers perceive as new.

• List new products for new markets. While this is the riskiest of the

steps, it allows you to test emerging segments that have opened up through expanding applications of technology, government regulations, or unique requirements tied to customers’ behavior.

UNDERSTANDING THE BEHAVIORAL CYCLE

The problem for the manager is that consumers act rarely, if ever, from a single motive. Rather, multiple and even conflicting motives govern most behavioral acts. For instance, the purchase of a car may be influenced by the motives of prestige, comfort, safety and economy. It is unlikely that all these motives will point to the same choice.

Therefore, consumers have to assign priorities to their motives and decide which ones are more important. Your efforts should be directed to determining your customers’ motives and priorities, and then triggering them with your advertising, packaging, and other elements of the marketing mix.

CONSUMER BEHAVIOR

How a consumer behaves toward a product is an attempt to decrease or eliminate tension. As such, a response may take three major directions: The consumer (1) decides to purchase and use your product, (2) determines that he or she needs more information and so begins a search effort, or (3) decides to drop the whole matter and take no action.

Once a purchase has been made, the consumer compares expectations and fulfillment in a process called feedback. The outcome of this comparison affects future behavior. A single positive experience produces satisfaction that leads to reinforcement. In turn, continued reinforcement results in the formation of a habit, which is an ideal situation because it means repeat purchase of your product and results in brand loyalty. A negative experience, on the other hand, may wind up in the consumer changing brands, avoiding an entire product category, or creating a negative morale situation.

USING THE BEHAVIOR MODEL

Table 2.2 is helpful in developing the tactical portion of your SBP. It reviews the different factors related to behavior and tells you how to influence consumers in each of these areas. For example, regarding motives, the chart counsels you to investigate how consumers choose the brand they will use, and then to use this information in designing your product and promotion.

FACTOR WHAT YOU SHOULD DO TO INFLUENCE CONSUMERS

Stimuli In a competitive environment, test how much

attention your stimuli create (e.g., product design, advertising, packaging).

Sensations Unless you can create sensory impressions,

no action is likely to follow. Stimuli must stand out from their environment to be distinguishable.

Look at your product design and/or advertising as you consider the most pressing current need(s) or most positive predispositions.

Perceptions Ask consumers what your advertising and

packaging tell them about your product.

Personality Consumers try to match personality profiles

of the products they buy with their own. Make sure that yours has a clear-cut profile. It cannot be all things to all people.

Social factors Be aware of current social issues in your

advertising.

Image Unless you can create a positive image for

your product, consumers are unlikely to buy. Ask them how they view your product and adjust its image, if necessary.

Provide informative and persuasive booklets, free for the asking.

Motive Investigate what ultimately makes

consumers choose one product over another. Build this argument into your product and advertising.

Information search Needs and predispositions