Study guide: Understanding Consumer Behavior and Positioning

📋 Course Outline

1. Definition and changing context of consumer behaviour
2. Consumer decision-making process and emotional influences
3. Market segmentation, targeting, and positioning concepts
4. Consumer segmentation bases including socio-economic and psychographic factors
5. Positioning strategies, product categorization, and brand repositioning examples

📖 1. Definition and changing context of consumer behaviour

🔑 Key Concepts & Definitions

• Consumer behaviour: The study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

📝 Essential Points

• The changing context of consumer behaviour includes increased exposure to global corporations’ marketing efforts and the use of social media.
• Global consumer culture influences consumer behaviour by integrating worldwide marketing and consumption patterns.

💡 Key Takeaway

Understanding consumer behaviour requires recognizing its evolving nature shaped by globalization and interactive value creation.

📖 2. Consumer decision-making process and emotional influences

🔑 Key Concepts & Definitions

• Need recognition: A stage in the consumer decision-making process where a consumer becomes aware of a functional, emotional, or psychological need, which may arise gradually over time, from routine depletion, or due to unpredictability.
• Internal vs. external search: The process in consumer decision-making involving searching for information either from memory (internal search) or from outside sources (external search) to evaluate alternatives.
• Choice criteria: The standards or benchmarks consumers apply to evaluate and select among different alternatives during the decision-making process.

📝 Essential Points

• Need recognition can be functional, emotional, or psychological and may develop over time or due to routine depletion or unpredictability.
• Emotions significantly influence consumer evaluation of alternatives and can lead to impulse purchasing and panic buying.
• Choice criteria are the standards used by consumers to evaluate and select among alternatives.

💡 Key Takeaway

Consumer decisions are complex, influenced by emotional needs and rational evaluation.

📖 3. Market segmentation, targeting, and positioning concepts

🔑 Key Concepts & Definitions

• Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy.
• Market targeting: The evaluation of the potential of each market segment to determine which segments the company will serve.

📝 Essential Points

• Market segmentation groups customers based on similar characteristics relevant to marketing strategy.
• Market targeting evaluates the potential of each segment to select which to serve.
• Product positioning develops a marketing mix tailored to each selected segment to achieve competitive advantage.
• Positioning involves choosing a target market and a differential advantage to compete effectively.

💡 Key Takeaway

Effective marketing hinges on strategically dividing the market, selecting segments, and positioning products to meet specific customer needs.

📖 4. Consumer segmentation bases including socio-economic and psychographic factors

🔑 Key Concepts & Definitions

• Echobox: Com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source
• Young Consumers: Insight and Ideas for Responsible Marketers.

📝 Essential Points

• Consumers can be segmented based on socio-economic factors such as income and social class.
• Psychographic segmentation considers personality, lifestyle, perceptions, and beliefs to group consumers.
• Geographic segmentation divides consumers by location to tailor marketing efforts.
• Gendered and genderless marketing illustrate segmentation based on gender identity and attitudes.

💡 Key Takeaway

Segmenting consumers by socio-economic, psychographic, and geographic factors enables precise targeting aligned with diverse consumer profiles.

📖 5. Positioning strategies, product categorization, and brand repositioning examples

🔑 Key Concepts & Definitions

• **V4Mpek

• Successful brand strategy example**: Old Spice Repositioning https://www.

• Positioning strategies: Approaches that involve identifying competitors, locating products within the market, and utilizing perceptual mapping tools such as spidergram analysis to establish product position.

📝 Essential Points

• Positioning strategies involve identifying competitors, locating products, and using perceptual mapping tools like spidergram analysis.
• Product categorization influences positioning and marketing mix development.
• Brand repositioning examples include Apple, Nike, Old Spice, and Netflix, demonstrating successful market adaptation.
• The 4-Cs framework—customer needs, cost, convenience, communication—is essential for effective positioning.

💡 Key Takeaway

Mastering positioning and repositioning strategies with product categorization tools is essential for sustaining brand relevance and competitive advantage.

🧩 Additional Source Details

1. Study this source detail: Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, (Source: "Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer")
2. Study this source detail: Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or exper (Source: "Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global")
3. Study this source detail: “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • (Source: "“It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To")
4. Study this source detail: purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketin (Source: "purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The")
5. Study this source detail: needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer (Source: "needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes")
6. Study this source detail: culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progc (Source: "culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional /")
7. Study this source detail: of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine deple (Source: "of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search")
8. Study this source detail: do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of (Source: "do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of")
9. Study this source detail: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing v (Source: "(1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing")
10. Study this source detail: ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice crit (Source: "➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make")
11. Study this source detail: decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour on (Source: "decisions Internal vs. external search Panic buyingImpulse purchasing vs Role of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine")
12. Study this source detail: of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching (Source: "of emotion in consumer evaluation of alternatives Choice criteria used when evaluating alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for")
13. Study this source detail: alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on l (Source: "alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups")
14. Study this source detail: tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incor (Source: "tracking • "Virtual" aisle: how to make products eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market")
15. Study this source detail: lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness. (Source: "lists ➢Pop ups and pop-outs • Search engine optimization; appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market")
16. Study this source detail: for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understa (Source: "for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar")
17. Study this source detail: purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group custom (Source: "purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product")
18. Study this source detail: /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting (Source: "/form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation:")
19. Study this source detail: of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketi (Source: "of individual customers Market segmentation • Group customers into segments on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar")
20. Study this source detail: on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of (Source: "on the basis of having similar characteristics Market targeting • Evaluate the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing")
21. Study this source detail: the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have signifi (Source: "the potential of each segment Product positioning • Develop a marketing mix for each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to")
22. Study this source detail: each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The (Source: "each selected segment Market segmentation: The identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we")
23. Study this source detail: or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differentia (Source: "or organizations with similar characteristics that have significant implications for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs")
24. Study this source detail: for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Soc (Source: "for the determination of marketing strategy. Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD")
25. Study this source detail: market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gend (Source: "market (where the company wishes to compete) and differential advantage (how the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better")
26. Study this source detail: the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless mar (Source: "the company wishes to compete). How do we segment consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic")
27. Study this source detail: Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the att (Source: "Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of")
28. Study this source detail: https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strate (Source: "https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some")
29. Study this source detail: Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Diffe (Source: "Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one")
30. Study this source detail: of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing (Source: "of the youth market. 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with")
31. Study this source detail: marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing (Source: "marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new")
32. Study this source detail: • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B (Source: "• Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london-")
33. Study this source detail: (single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation. (Source: "(single marketing mix aimed at one segment) Customized marketing • Targeting a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat-")
34. Study this source detail: a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543 (Source: "a unique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”:")
35. Study this source detail: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559 (Source: "Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young")
36. Study this source detail: underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote respo (Source: "underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible")
37. Study this source detail: rm=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the (Source: "rm=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to")
38. Study this source detail: J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.11 (Source: "J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product")
39. Study this source detail: to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positionin (Source: "to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product")
40. Study this source detail: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying (Source: "Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike")
41. Study this source detail: The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysi (Source: "The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek •")
42. Study this source detail: of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https: (Source: "of product categorization Product positioning Identifying competitors Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning")
43. Study this source detail: Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy exa (Source: "Locating products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization &")
44. Study this source detail: strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netf (Source: "strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any")
45. Study this source detail: branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personaliz (Source: "branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion")
46. Study this source detail: Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, idea (Source: "Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.” Changing context of consumer behaviour • Global consumer culture • Increased exposure to...")
47. Study this source detail: Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decisi (Source: "Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask? How do consumers buy? The decision- making progcess Need recognition: (1)Functional ➢Realiza")
48. Study this source detail: The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs (Source: "The decision- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion ➢Unpredictability (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs")
49. Study this source detail: bility (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs. (Source: "bility (2)Emotional / Psychological Need inhibitors Types of consumer decisions Internal vs.")
50. Study this source detail: alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make (Source: "alternatives An example: Changing consumer behaviour online: • Digital tracking • "Virtual" aisle: how to make")
51. Study this source detail: s eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization; (Source: "s eye-catching ➢Placement on lists ➢Pop ups and pop-outs • Search engine optimization;")
52. Study this source detail: appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness. (Source: "appearance on lists for apps • Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.")
53. Study this source detail: acks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individ (Source: "acks for home consumption • Incorporate impulse purchases through suggestions and pop-ups https://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics of individual customers Market segmenta")
54. Study this source detail: individual customers Market segmentation • Group customers into segments on the basis of having similar (Source: "individual customers Market segmentation • Group customers into segments on the basis of having similar")
55. Study this source detail: ected segment Market segmentation: The identification of individuals or organizations with similar characteristics (Source: "ected segment Market segmentation: The identification of individuals or organizations with similar characteristics")
56. Study this source detail: Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete) (Source: "Positioning: The choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete)")
57. Study this source detail: Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww (Source: "Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww")
58. Study this source detail: conomic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify wit (Source: "conomic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing https://w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify wit")
59. Study this source detail: 30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (si (Source: "30 Psychographic Target marketing strategies Undifferentiated marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some segments Focused marketing • Niche marketing (single marketing mix aimed at one segment) Customized mark")
60. Study this source detail: marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some (Source: "marketing • Absence of segmentation • Whole market Differentiated marketing • Marketing mix to appeal to some")
61. Study this source detail: nique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign (Source: "nique individual customer with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign")
62. Study this source detail: 2024 rebrand & new campaign https://theconversation (Source: "2024 rebrand & new campaign https://theconversation")
63. Study this source detail: eed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Youn (Source: "eed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (2025). “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Market")
64. Study this source detail: 2025-2536 The 4-Cs framework (Source: "2025-2536 The 4-Cs framework")
65. Study this source detail: ful positioning Strategic implications of product categorization Product positioning Identifying competitors (Source: "ful positioning Strategic implications of product categorization Product positioning Identifying competitors")
66. Study this source detail: Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/ (Source: "Spidergram analysis Repositioning strategies • How Apple and Nike have branded your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why")
67. Study this source detail: 4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum. (Source: "4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum.")
68. Study this source detail: with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium (Source: "with strong purchasing power • B2B Example: Jaguar’s November 2024 rebrand & new campaign https://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- 273543?utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen")
69. Study this source detail: ube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://w (Source: "ube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & idleness aversion https://www.youtube.com/watch?v=- qm5")
70. Study this source detail: 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour (Source: "2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour")
71. Study this source detail: young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product ca (Source: "young consumers in the UK. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to successful positioning Strategic implications of product categorization Product positio")
72. Study this source detail: randed your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice (Source: "randed your brain https://www.youtube.com/watch?v=4eIDB V4Mpek • Successful brand strategy example: Old Spice")
73. Study this source detail: oning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization & (Source: "oning https://www.youtube.com/watch?v=4TvSx2 K-T1c • Why is Netflix successful? Curiosity, personalization &")
74. Study this source detail: aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion (Source: "aversion https://www.youtube.com/watch?v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion")
75. Study this source detail: MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups se (Source: "MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas")
76. Study this source detail: t and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to (Source: "t and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-05-2025-2536 The 4-Cs framework . . . Key to")
77. Study this source detail: “Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK (Source: "“Be wildly responsible”: how alcohol brands use social media to promote responsible drinking among young consumers in the UK")
78. Study this source detail: v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www. (Source: "v=4eIDB V4Mpek • Successful brand strategy example: Old Spice Repositioning https://www.")
79. Study this source detail: Curiosity, personalization & idleness aversion https://www. (Source: "Curiosity, personalization & idleness aversion https://www.")
80. Study this source detail: //w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better (Source: "//w ww.youtub e.com/wat ch?v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better")
81. Study this source detail: nt consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing (Source: "nt consumers? Socio-economic Geographic Perceptions and beliefs Personality Lifestyle 26 27 Gendered Marketing")
82. Study this source detail: ” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions (Source: "” Changing context of consumer behaviour • Global consumer culture • Increased exposure to global corporations’ marketing efforts • Co-creation of values • Use of social media To understand the consumer, which questions do we ask?")
83. Study this source detail: MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour? (Source: "MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada Elnahla What is consumer behaviour?")
84. Study this source detail: la What is consumer behaviour? “It is the study of the processes involved when individuals or groups select, (Source: "la What is consumer behaviour? “It is the study of the processes involved when individuals or groups select,")
85. Study this source detail: ion- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion (Source: "ion- making progcess Need recognition: (1)Functional ➢Realization takes place over time ➢Routine depletion")
86. Study this source detail: Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups (Source: "Core brands and multipacks for home consumption • Incorporate impulse purchases through suggestions and pop-ups")
87. Study this source detail: ://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics (Source: "://mubusiness.eu.qualtrics.com/jfe /form/SV_1C9wosgpfi0L6No Market disaggregation • Understand the characteristics")
88. Study this source detail: v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market. (Source: "v=3JD mb_f3E2c Genderless marketing Mountain Dew presents an “edgy” image to better identify with the attitude and lifestyles of the youth market.")
89. Study this source detail: tps://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat- (Source: "tps://theconversation.com/why-heinekens-zero-alcohol-london- underground-campaign-fell-flat-")
90. Study this source detail: v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum. (Source: "v=- qm5_DMzmmo If you have any questions, post them on Moodle Discussion Forum.")
91. Study this source detail: of values • Use of social media To understand the consumer, which questions do we ask? (Source: "of values • Use of social media To understand the consumer, which questions do we ask?")
92. Study this source detail: utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (Source: "utm_term=Autofeed&utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J.")
93. Study this source detail: MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada (Source: "MN203 Marketing Management (Winter 2023) Week (4) Customer Behaviour, Market Segmentation & Positioning Dr Nada")
94. Study this source detail: utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J. (Source: "utm_medium=Social&utm_source=Facebook# Echobox=1769559364 Wen S, Södergren J.")
95. Study this source detail: products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have (Source: "products Exemplar product Perceptual mapping Spidergram analysis Repositioning strategies • How Apple and Nike have")
96. Consumer behaviour involves the study of processes when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. (Source: "It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.")

📅 Key Dates

1. 2023Changing context of consumer behaviour
2. 2024Global consumer culture influences
3. 2025Use of social media in consumer behaviour
4. 1108Positioning strategies and brand repositioning examples

📊 Synthesis Tables

Consumer Segmentation Bases Comparison

⚠️ Common Pitfalls & Confusions

1. Confusing market segmentation with targeting or positioning.
2. Overgeneralizing consumer groups without considering specific needs.
3. Ignoring cultural differences in segmentation.
4. Assuming all consumers within a segment behave similarly.
5. Neglecting the dynamic nature of consumer preferences.
6. Misinterpreting the influence of social media on consumer behaviour.

✅ Exam Checklist

1. Understand the definition and evolution of consumer behaviour.
2. Identify the stages of the consumer decision-making process.
3. Recognize emotional influences on consumer choices.
4. Differentiate between market segmentation, targeting, and positioning.
5. Describe various consumer segmentation bases.
6. Explain positioning strategies and product categorization.
7. Analyze examples of brand repositioning.
8. Assess the impact of global culture on consumer behaviour.
9. Evaluate the role of social media in consumer engagement.
10. Apply perceptual mapping and spidergram analysis.
11. Identify common pitfalls in consumer segmentation and positioning.
12. Develop strategies for effective market segmentation and positioning.