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De vigtige kunder
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Usually, there is a notable difference in purchasing pattern between consumers and corporate customers. Below is a tool for a peep into the mind of a consumer.
Generally, consumers are less rational than corporate customers when deciding which product to buy. Four principal factors influence a consumer´s choice of product/service: - Cultural factors - subculture, social class, etc.
- Social factors - family, role, status, etc.
- Personal factors - gender, age, lifestyle, financial situation, personality, image, etc.
- Psychological factors - need engendered motivation, "voices" from one´s subconsciousness, or satisfaction optimisation, etc.
Consumer Delimitation
In Denmark alone there are more than five million consumers and it is impossible to reach them all.
Thus, you can seek to segment, categorise, by various criteria. You can apply the "four principal factors" to your target group selection and compliment with more factual ones:
- leased or owner-occupied housing
- geography - city, country, district, street
- education
Mini-Risc Analysis
Various institutions and agencies have worked out different segmentation strategies. The Mini-Risc Analysis, worked out by market research firm ACNielsen/AIM, features consumer market segmentation labelling each segment by colour.
You can get inspiration from it whenever you need to define a customer segment:
Purple
Keywords are: Stability, homogeneity, tradition. Persons of fixed habits, secureness in familiar environment. Save up for consumer goods. Senior citizens, male majority. Low-educated. Live in the provinces or rural districts.
Usually blue-collar or retired workers.
Blue
Keywords are: Self-confidence and consumption. Careerists, see life as a challenge. At the forefront of development, politically aware.
Sphere of interst: Culture, opera, theatre, etc. Keen on travelling - private holidays as well as business trips. Age: 20-49 years. Highly educated. Urbanites.
Salaried employees, public servants, or independent business owners.
Grey
Keywords are: Indecisiveness and pleasure. Feeling insecure and alienated.
Low self-esteem, security addicts. Care about looks. Pleasure for pleasure´s sake. Go on package holidays. Even distribution between gender. Level of education: Low. Live throughout the country.
Blue-collar or salaried employees/public servants.
Pink
Keywords are: Tradition, family, immediate environment. Secure and self-confident at home, domestic chores. Fireside cosiness, home baking, and coffee. Read weekly gossip magazines. Have lottery tickets and play bingo. Mainly old women. Low-educated. Live in the provinces.
Usually senior citizens.
Green
Keyword is: Goal-oriented activity. Intellectual world saviours. Environmentalists. Focus on culture and nature. Personal development together with other people. Alternative lifestyle. Travel for adventure and to test themselves. Females, 20-49 years. Highly educated. Urbanites living throughout the country.
Salaried employees, public servants, or students.
Hauge Andersen
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