Extracto
Table of Contents
1. Terms of Reference
2. Introduction: About the Innocent smoothie
3. Segmentation, Targeting, Positioning
3.1. Segmentation Approaches used by Innocent
3.1.1. The Innocent smoothie consumer in the VALS Framework
3.2. Target Customer Profile
3.3. Positioning of the Innocent Smoothie
4. External Influences on the consumer’s decision
4.1. Reference Groups
4.1.1. Families and Household decision making
4.1.2. Friendship groups
5. The Buying Process
5.1. Problem recognition
5.2. Information Search
5.3. Evaluation of Alternatives
5.4. Purchase
5.5. Post-purchase Evaluation
6. Innocent’s Marketing Efforts
6.1. Product
6.2. Price
6.3. Promotion
6.4. Place
7. Conclusions and Recommendations
Bibliography
Appendices
Final del extracto de 22 páginas
- Citar trabajo
- Charlotte Brodtkorb (Autor), 2012, Consumer Behaviour Analysis. The "Innocent" Smoothie, Múnich, GRIN Verlag, https://www.grin.com/document/448720
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