Analysis of theConsumer and

Customer for theDesign of

Communications

Source: Advertising & IMC: Principles and Practice, 2014

Influences on Consumer

Decision Making

Social/Cultural Influences:

- Culture (art, literature, history, clothing, values)

- Social Class

- Family

- Demographics

- Brand Communities (Apple, Harley Davidson)

What kind of cultural features are important for mexican customer?

How do values of a mexican differ from an american?

How does it show in gastronomy?

How does family influence the consumers?

Division of social classes

Source: Amai.org

Social Classes in Mexico

Source: Amai.org

Social Classes Contrasts

Source: Amai.org

State: Nuevo León -

Demographics

http://www.nl.gob.mx/?P=nl_poblacion

Demographics N.L.

16.68% of GDP of our state corresponds to trade, restaurants and

tourism.

7.5% of total GDP corresponds to state of N.L. (D.F. 17.7%, State of

Mexico 9.2%, Jalisco 6.3%)

Two municipalities –Garza García and Guadalupe have the lowest rates of

poverty on nationwide level.

The average wage in N.L. Is $118,432 pesos per year (nation media

$99,114)

Source: Cuentame.inegi.org

Lifestyle

Reflects family situation, values, income and other feature.

Example:

Hipster

Fashionista

Students

Office employee

Government employee

Businessman/Businesswoman

Yuppie

Older generation

The trend of decreasing natality is a worldwide phenomena.

VALS

Lifestyle: VALS

Understanding customers is critical to marketing. VALS™ strengthens

demographic characterizations by explaining the deeper psychological

drivers of consumer behavior.

http://www.strategicbusinessinsights.com/vals/ustypes.shtml

Complete your survey.

http://www.strategicbusinessinsights.com/vals/presurvey.shtml

VALS

VALS 2

http://www.d.umn.edu/~rvaidyan/mktg4731/v

als2tbl.htm

Psychological Influences

Perception and State of Mind:

- Past experiences with the brand

- Influence of emotions: anger, fatigue, hunger, lethargy.

- Needs and Wants: Maslow Hierarchy

Abraham Maslow Hierarchy

Google.com

Mix of segmentation

Review of segmentationDemographics – gender, religion, ethnicity, education, household size

By Life Stage: - age, living situation.

Geographics: urban, rural, north, south, northeast, northwest, municipalities, etc.

Psychographics: ATTITUDES, money, work and leisure, interests, opinions

Behavioral: Product category, brand usage. (Youtube, Facebook, Amazon)

Values and Benefits Based Segmentation: specific problems solved by products,

benefits.

Brand Communication is designed to address groups of people who are users of

a product or are prospective customers.

Consumer Decision Making

Mc Donald’s Segmentation

Strategieshttps://www.youtube.com/watch?v=RcRFBVIvJHw

References

1) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and

Practice. 10th Ed. Prentice Hall

2) http://www.amai.org

3) http://www.nl.gob.mx/?P=nl_poblacion

4) http://cuentame.inegi.org.mx/monografias/informacion/nl/poblacion/default.asp

x?tema=me&e=19

5) http://www.strategicbusinessinsights.com/vals/ustypes.shtml

6) http://www.d.umn.edu/~rvaidyan/mktg4731/vals2tbl.htm

7) http://www. google.com

8) https://www.youtube.com/watch?v=RcRFBVIvJHw