Consumer Behavior and Positioning

Contents
What is consumer behavior? .................................................................................................................... 3
Why is it important for marketers to study consumer behavior?............................................................ 3
What is positioning? ................................................................................................................................ 4
What are the differences between features and benefits? .......................................................................... 4
Identify five branded products/services .................................................................................................... 5
What is consumer behavior?
Answer: Consumer Behavior is the study of how individuals, Group, Organization selected, buy,
use, disposal of goods, service, ideas, or experiences to satisfy their needs and wants.

Why is it important for marketers to study consumer behavior?

Consumer behavior study is important for marketers because of selecting right segment, target and
poisoning. Without knowing the consumer behavior, it is not possible to select the right segments,
target customer, and poisoning.

Know the consumer Behavior

Segmentation
Targeting
Poisoning

For developing the right market strategy marketer need to have clear idea about consumers so that
they can development
Segmentation: Market Segmentation is the process of dividing the market into subsets of
consumer’s common need.
Targeting: Targeting means selecting the segment which company view as prospective customers.
Poisoning: Poisoning is the process if creating distinct image in the consumer mind which can
help to identify the products, services and brand.

First of all, marketers need to know what customers like or dislike, age, economical condition,
which society belong, education level. Based on that marketers can develop products or service
benefits. Then they have to segment the market and selected the target group and position the
product based on the target group.
What is positioning? What are the differences between features and benefits?
Answer:
Poisoning: Poisoning is the process of creating distinct image in the consumer mind which can
help to identify the products, services and brand.

What are the differences between features and benefits?

Product features is the description of the product which can help to know details about the
product.
Products Benefits is telling why the features matter to customers. What solution will give to them.

The differences between features and benefits

Features Benefits
Features describe the product Benefits gives the solution.
Functionality of the product Add value to the customers
Focus on generalize information Focus on USP (Unique selling proposition.
Identify five branded products/services with their features and benefits and here it
will be explained how it help to positioning of their brand.
Brand Name Features Benefits Help to positioning
BMW 3 series Safety Systems Drive confidently with By innovation that can
Active Driving Assistant improvement and inspired
our life.
Link Ads: BMW 3 series <(Please Click Here to see the ads)
Brand Name Features Benefits Help to positioning
Haylou LS02 Long Battery Life No need charge daily and it By focusing long life battery
will count your every step life, they want ensure
like sleep, walk and heart consumer life easier.
rate
Link ads: Haylou LS02 <(Please Click Here to see the ads)
Brand Name Features Benefits Help to positioning
HP Monitor 27” FHD gaming Increase viewing comfort Best viewing for gaming.
monitor with HP
Link Ads: HP Monitor <(Please Click Here to see the ads)
Brand Name Features Benefits Help to positioning
Soundcore Life dot 2 100 hours Battery You can hear song Your song partner
life anywhere no need thinks
about charging.
Link Ads: Soundcore Life dot 2 <(Please Click Here to see the ads)
Brand Name Features Benefits Help to positioning
Riceman affordable price It will feel comfort. “Committed to Quality” is
range, trendy our only success story
design and quality
product builds
long lasting
relation &
partnership with
the customers
Link Ads: Soundcore Life dot 2 <(Please Click Here to see the ads)

……………………………..Thank You……………………………