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WHY DO CONSUMERS BEHAVE THE WAY THEY DO?

WHY DO CONSUMERS BEHAVE THE WAY THEY DO?. The choice equation and the WHY code. NEEDS. +. POSSIBILITIES. =. CHOICES. +. x. Preferences. Eating, keeping warm, travelling, feeling safe, being recognised, self achieving etc.

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WHY DO CONSUMERS BEHAVE THE WAY THEY DO?

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  1. WHY DO CONSUMERS BEHAVE THE WAY THEY DO? • The choice equation and the WHY code NEEDS + POSSIBILITIES = CHOICES + x Preferences Eating, keeping warm, travelling, feeling safe, being recognised, self achieving etc. What is available, purchasing power, opportunities such as a special offer etc. • Contact Proliferation • Supply over-segmentation • Constant connection Homo Connectus

  2. Best in class explanatory models combined with the power of TGI • Enhancement of TGI data at all levels with 3 modules CONSCIOUS CHOICES LIFESTYLE STATEMENTS SOCIAL DNA LIFESTYLE STATEMENTS SOCIAL DNA CONSCIOUS CHOICES UNCONSCIOUS 3 BACKGROUND 2 VALUES 1 RATIONALE Understand impact of consumers’ values category per category with an improved structure Going beyond national social grade with a renowned sociological model Inspiring powerful selling arguments with criteria of choice across 10 categories CONSCIOUS

  3. Step 3 – Social DNA (Background) • Meeting the new segments High global amount of capital > 43K Degree or higher Premium /Provenance Discerning 29K Degree or more Open mindedEthics / HealthQualityIn control 40K Further qualification Luxury / StatusPerfectionist /Energetic 17K Degree ProgressiveCreativeConsumeristSpiritual 25K High school /further qualifications FunAstuteGrounded 32K Sec.education Reassurance Solid Cultural capital dominant Economic capital dominant 15K Further qualification Aspirational Frustration 20K Sec.education ImpressionableMoney first Short term <12K Sec. Educationor less Narrow horizonsLow confidenceResignation Low global amount of capital

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