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Unformatted text preview: categories of consumers based on user status: (a) Sole users are the most brand loyal and require the least amount of advertising and promotion. (b) Semisole users typically use brand A, but have an alternate selection if it is not available or if the alternate is promoted with a discount. (c) Discount users are the semisole users of competing brand B. They don't buy brand A at full price, but perceive it well enough to buy it at a discount. (d) Aware non-triers are category users, but haven't bought into brand A's message. (e) Trial/rejecters bought brand A's advertising message, but didn't like the product. (f) Repertoire users perceive two or more brands to have superior attributes and will buy at full price. These are the primary brand switchers; therefore, the primary target for brand advertising. (2) Usage-Rate variables (volume segmentation) - In volume segmentation, marketers measure usage rates to define consumers as light, medium, or heavy users of products....
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This note was uploaded on 03/18/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.
- Spring '08