MKT 613- Consumer Behavior
Prof. Carolyn Yoon
Session 9 (Feb. 9) Notes—NIELSON GUEST SPEAKER
I am … I am a senior analysis with Nielson, I started on a segmentation and targeting team right
out of college, I graduated from Michigan. My team had gone through a lot of name changes the
time I’ve been there, we are the marketing and segmentation team first, now we are segmentation
and targeting. Really within our division, it is segmentation for consumers as opposed to
segmentation for products. We are starting off with an in class exercise, so does everyone have a
paper and a pen? On this slide, we are going to pretend this is a soda aisle at your local
supermarket. Looking at the choices here, 1-18, if you could write down the number of the
normal products that you would buy, write it down. Now, let’s pretend that the item that you just
picked is actually out of stock. So what would be your next choice, and write down that number.
And if that item were also gone, what would you buy? Can I see what you wrote down? [to girl]
You choose Diet Coke, Coke Zero, and then Crush. So I am guessing Crush is a bit of a splurge
in terms of the calories. What appears to be most important to you in the most part, it’s not in all
the purchases that you would have made, but you are loyal to Coke and the zero calorie claim
with the exception of Crush at the end. [To another person]15, 5, and 8: Diet Pepsi, Diet
Mountain Dew, Diet Pepsi. What do you guys think? Anyone has an idea of how he is shopping?
They are all Pepsi products and they are all diet. I am not going to go through and take
but I just wanted to make aware that there are decisions you are making
when you are picking things, and you are not even aware of all these decisions. So I think on the
next slide, it’s how consumers buy things. You are making a lot of decisions in terms of wanting
caffeinated/non-caffeinated, Coke/Pepsi, canned/bottled, maybe you will buy whatever is on
sale, there are a lot of different ways to decide.
Today we are going to introduce one of the services that Nielson offers called market structure.
We are really thinking of products in terms of their attributes, so we are looking at caffeine,
serving size, container, flavor, that is how you select products, whether you realize it or not. We
are going to talk about what market structure actually is, who uses it, how we do a market
structure, and go through a fun case study.
So what is a market structure? A market structure is a
service we offer our clients to show them the importance of attributes and how you guys make
decisions when you go to the store. So our market structure, when you try to understand it, the
first thing you want to understand is what a market actually is. Markets consists of people buying
things, and those things are anything that you buy at a grocery store. Basically what we are doing
is understanding and analyzing these things that you are buying, and understand how the things