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 […]
Feelings – nothing more than feelings As it faced stiff competition in digital cameras, Nikon (www.nikon.com) was marketing its Coolpix line with the tag lines ‘passion made powerful’, ‘brilliance made beautiful’ and ‘memories made easy’. The advertising campaign was designed to evoke emotional feelings in consumers. Nikon based this campaign on a study conducted to […]
Segmentation with surgical precision Cluster analysis was used to classify and segment participants, based upon their preferences for hospitals that provide inpatient care. The clustering was based on the reasons participants gave for preferring a particular hospital. The demographic profiles of the grouped participants were compared to learn whether the segments could be identified more […]
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