Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:Match these consumer groups with their buying behaviors.
Innovators
Believers
Strivers
Experiencers
Makers
Achievers
Survivors
Thinkers
Active with upscale tastes and interest in new products
Predictable and traditional patterns based on family habits
Practical and conservative habits more interested in value than luxury
Cautious with little interest in new products and a pattern of brand loyalty
:: Well-informed with practical and functional instincts
Active with a tendency for established and prestigious tastes
Extremely active with impulsive tastes seeking new and offbeat products
Active and impulsive while emulating purchases of higher-income groups
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