Hank is an intelligent student and usually makes good grades, provided that he can review the course material the night before the test. For tomorrow’s test, Hank is faced with a small problem: His fraternity brothers are having an all-night party in which he would like to participate. Hank has three options: aj = Party […]
Thailand escapists In a study examining decision-making patterns among international tourists, 260 participants provided information on six psychographic orientations: psychological, educational, social, relaxational, physiological and aesthetic. Cluster analysis was used to group participants into psychographic segments. The results suggested that there were three meaningful segments based upon their lifestyles. The first segment (53%) consisted of […]
Perceived product parity – once rarity, now reality How do consumers in different countries perceive brands in different product categories? Surprisingly, the answer is that the product perception parity rate is quite high. Perceived product parity means that consumers perceive all/most of the brands in a product category as similar to each other, or at […]
Ice cream ‘hot spots Häagen-Dazs Shoppe Co. (www.haagendazs.com), with more than 850 retail ice cream shops in over 50 countries, was interested in expanding its customer base. The objective was to identify potential consumer segments that could generate additional sales. It used geodemographic techniques (as discussed in Chapter 5), which are based upon clustering consumers […]
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