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  • Brush Up Slide 2

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    Basil Abraham
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    This document breaks down a target market into different behavioral segments based on their awareness, trial, usage and loyalty of a particular brand. The largest segments are those that are unaware of the brand at 70% and those that have not tried the brand at 21%. The remaining segments include those that are aware but have not tried, those that have tried but do not regularly use, and various levels of users and loyal customers that make up the remaining percentage.

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    This document breaks down a target market into different behavioral segments based on their awareness, trial, usage and loyalty of a particular brand. The largest segments are those that are unaware of the brand at 70% and those that have not tried the brand at 21%. The remaining segments include those that are aware but have not tried, those that have tried but do not regularly use, and various levels of users and loyal customers that make up the remaining percentage.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    20 views1 page

    Brush Up Slide 2

    Uploaded by

    Basil Abraham
    This document breaks down a target market into different behavioral segments based on their awareness, trial, usage and loyalty of a particular brand. The largest segments are those that are unaware of the brand at 70% and those that have not tried the brand at 21%. The remaining segments include those that are aware but have not tried, those that have tried but do not regularly use, and various levels of users and loyal customers that make up the remaining percentage.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Behavioral Segmentation breakdown

    Target
    market
    Neutral 14%

    Aware Unaware
    30% 70%
    Negative
    opinion 46%
    Tried Not Tried
    9% 21%

    Positive
    Not yet tried opinion 40%

    Rejector

    Light user
    Switcher 23%
    Repeated Percentage of people
    Heavy user
    Loyal to 17%
    Loyal to brand
    other brand
    Regular user
    60%

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