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Coonoor Behal

The Death of Consumer Segmentation? | CMO Strategy - Advertising Age - 0 views

adage.com/...135961

customersegmentation productaffinity Apple Amazon consumer marketing

shared by Coonoor Behal on 08 Jan 13 - No Cached
  • the rather static definition of consumer segments is becoming less reliable in our extremely volatile society, especially in today's economic climate. A consumer's lifetime value may have decreased significantly in the past six months, a fact not reflected by any segmentation method. A person might be out of a purchase cycle for a particular product because of a significant household change
  • These life-changing events are becoming more difficult to predict because consumers live their lives on a much less traditional path than they did 10 or 20 years ago.
  • consumers are never just part of one segment. Rather, they feel, rightfully, that they belong to a multitude of segments.
  • ...7 more annotations...
  • This individual belongs to three segments with different behavior patterns, product affinities and interests -- depending on the time of day or the day of the week. This is particularly true for the growing multicultural groups in the U.S. who are moving through several segment identities every single day.
  • consumers are gaining more control of any marketing activity. And they like it.
  • t's easier to let them choose and decide what is relevant for them than to predict relevance based on any expensively calculated segment identity. This is a plea to marketers for a stronger focus on enabling the consumer to self-segment.
  • following in the footsteps of Amazon in recommending segment identities by correlating the interest in one product to another. An investment in a smart product-affinity recommendation engine could be more worthwhile than spending huge dollars against micro-segmenting the consumer base.
  • wo of the most successful product and retail companies, Apple and Amazon, are not masters of consumer segmentation but experts in building relevant products that consumers choose.
  • They are far more focused on building and communicating relevance relationships than in micro-segmenting consumers by any kind of attributes.
  • consumer segmentation and self-segmentation have now entered the stage of becoming equal forces in today's marketing discipline.
Coonoor Behal

Interventions to Break and Create Consumer Habits - 0 views

dornsife.usc.edu/...Verplanken.Wood.2006.pdf

behavioraleconomics decisionmaking incentives consumers downstream upstream environment habit habitchange

shared by Coonoor Behal on 26 Mar 13 - No Cached
  • Coonoor Behal on 26 Mar 13
     
    Interventions to change everyday behaviors often attempt to change people's beliefs and intentions. As the authors explain, these interventions are unlikely to be an effective means to change behaviors that people have repeated into habits. Successful habit change interventions involve disrupting the environmental factors that automatically cue habit performance. The authors propose two potential habit change interventions. "Downstream-plus" interventions provide informational input at points when habits are vulnerable to change, such as when people are undergoing naturally occurring changes in performance environments for many everyday actions (e.g., moving households, changing jobs). "Upstream" interventions occur before habit performance and disrupt old environmental cues and establish new ones. Policy interventions can be oriented not only to the change of established habits but also to the acquisition and maintenance of new behaviors through the formation of new habits.
Coonoor Behal

http://www.census.gov/prod/2011pubs/acsbr10-17.pdf - 2 views

www.census.gov/...acsbr10-17.pdf

shared by Coonoor Behal on 19 Nov 12 - No Cached
    • Coonoor Behal
      Coonoor Behal on 26 Nov 12
       
      Why aren't poverty thresholds different based on cost of living across different states and cities? Does it make sense for the poverty threshold in NYC to be the same as Boise?
    • Vetan Kapoor
      Vetan Kapoor on 28 Nov 12
       
      Good point. My guess would be that the poverty line is calculated based on some basket of goods deemed vital to function at a basic level, and that most of these goods are within a fairly narrow price range (food, clothing etc.). Also the highest expenditures are probably in rent/housing (30-50% of income) and for low income folks these should be pretty comparable giving housing vouchers and other HUD type assistance?
  • Coonoor Behal on 26 Nov 12
     
    "People living in poverty tend to be clustered in certain neighborhoods rather than being evenly distributed across geographic areas."
  • ...4 more comments...
  • Coonoor Behal on 26 Nov 12
     
    "...living in areas with many other poor people places burdens on low-income families beyond what the families' own individual circumstances would dictate."
  • Coonoor Behal on 26 Nov 12
     
    "some government programs target resources to communities with concentrated poverty. Many of these programs use the Census Bureau's definition of "poverty areas" (census tracts with poverty rates of 20 percent or more)"
  • Coonoor Behal on 26 Nov 12
     
    "the South had a larger proportion of people (27.4 percent) living in poverty areas than any other region, followed by the West (21.6 percent)."
  • Coonoor Behal on 26 Nov 12
     
    "Nearly half (49.0 percent) of the 10.3 million people residing in category IV tracts lived in poverty, while a little more than a quarter (27.3 percent) of the 56.6 million in category III were in poverty."
  • Coonoor Behal on 26 Nov 12
     
    "More than one-half of the families in categories I, II, and III were married-couple families while only 43.2 percent of families in category IV tracts were married couples. Female householder families represented about 14 percent of families in category I tracts, but 46.2 percent of families in category IV tracts."
  • Coonoor Behal on 26 Nov 12
     
    "The poverty thresholds are updated annually to allow for changes in the cost of living using the Consumer Price Index (CPI-U). They do not vary geographically."
Vetan Kapoor

Notes from "Poverty in America" by John Iceland (2012) - 0 views

Poverty in America: A Handbook (John Iceland, 2012) Chapter 4: Characteristics of the Poverty Population * 22.4% of Americans were poor in 1959, 11.1% in 1973, and 12.5% in 2003 * 70% of impoveri...

notes povertytraits books stats

started by Vetan Kapoor on 22 Mar 13 no follow-up yet
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