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  • Unit 2.3-Outline & Videos

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    The document outlines the topics to be covered in units 2 and 3 of a course on consumers and market segmentation. Unit 2 will cover determinants of market segments, criteria for effective targeting, methods of segmenting consumers, and lifestyle surveys. It also provides links to three videos on unexpected advertising, gender-based segmentation, and understanding buyer behavior. Unit 3 will discuss the consumer decision-making process, types of buying decisions, and factors that affect the decision process. It includes links to two videos, one on consumer buying behavior and another on the five stages of the consumer decision-making process.

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    The document outlines the topics to be covered in units 2 and 3 of a course on consumers and market segmentation. Unit 2 will cover determinants of market segments, criteria for effective targeting, methods of segmenting consumers, and lifestyle surveys. It also provides links to three videos on unexpected advertising, gender-based segmentation, and understanding buyer behavior. Unit 3 will discuss the consumer decision-making process, types of buying decisions, and factors that affect the decision process. It includes links to two videos, one on consumer buying behavior and another on the five stages of the consumer decision-making process.

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    © All Rights Reserved
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    5 views1 page

    Unit 2.3-Outline & Videos

    Uploaded by

    sheikhsikandersaleem
    The document outlines the topics to be covered in units 2 and 3 of a course on consumers and market segmentation. Unit 2 will cover determinants of market segments, criteria for effective targeting, methods of segmenting consumers, and lifestyle surveys. It also provides links to three videos on unexpected advertising, gender-based segmentation, and understanding buyer behavior. Unit 3 will discuss the consumer decision-making process, types of buying decisions, and factors that affect the decision process. It includes links to two videos, one on consumer buying behavior and another on the five stages of the consumer decision-making process.

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    © All Rights Reserved
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    of 1

    Submission of Groups

    Unit 2 - Consumers and Market Segment


    Determinants of Market Segments and their Characteristics
    Why Market Segmentation is Essential?
    Criteria for Targeting Selected Segments Effectively
    Bases for Segmenting Consumers
    How Segmentation and Strategic Targeting Are Carried Out?
    VALS - Values, Attitudes and Lifestyle Surveys
    Week 3 Consumer Expectations: The Most Effective Advertising May Be When
    Consumers Least Expect It (4 minutes)
    https://www.youtube.com/watch?v=DoFWqL7-05A

    Consumer Psychology: Gender Based Segmentation, Difference in


    Thought Process (13 minutes)
    https://www.youtube.com/watch?v=3XjUFYxSxDk

    Using Consumer Psychology to Understand Buyer Behaviour - Coca-Cola


    Life (5 minutes)
    https://www.youtube.com/watch?v=aGfdubLAtY8

    Unit 3 - Consumer Decision Process


    Buying Decision Behavior Continuum
    Involvement and Problem-Solving variations
    Types of Buying Decisions
    Factors that Affect the Type of Decision Making Process
    Consumer Decision Making Stages
    Week 4
    Consumer Buying Behaviour (35 minutes)
    https://www.youtube.com/watch?v=0CP0rU-t4yc

    5 Stages of the Consumer Decision-Making Process and How it's Changed


    (9 minutes)
    https://www.youtube.com/watch?v=a9lpVg54u-k

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