Consumer Behavior Environmental influences Environmental influences on consumer behavior.
Consumer Behavior Analysis - Project Part 2
-
Upload
ravi-vaghanani -
Category
Marketing
-
view
104 -
download
0
Transcript of Consumer Behavior Analysis - Project Part 2
1
Pierre PoiretSarah Quillien
Flore Vallet
MARKETING 650: CONSUMER BEHAVIOR
PROJECT PART 2
Ravi VaghananiDevaiah Adengada
Ganapathy
SUMMARY
22
Who is our target segment?Review: Target Segment
To learn more about the target segmentWe have the solution !
Which goal are they struggling to attain?Review: Unmet goals
To overcome the main consumer barriers
Key features
To stick reach, keep and grow the customer base
The consumer experienceTo appealA striking communication
3
4,900 International students
10% of the total Texas A&M students
GOALAchievementFulfillment Self esteem
THEY CARE ABOUT
Making the most of their exchange
Looking for the most convenient
solutionDon’t wanna be
burdened by logistical issues Epicurean behavior
toMaximize their
pleasure
OUR TARGET SEGMENT: THE INTERNATIONAL STUDENT COMMUNITY
INTERNATIONAL STUDENTS IN COLLEGE STATION STRUGGLE TO GO TO THE
SUPERMARKET
ALTERNATIVES
AN UNMET GOAL
5
I have a car
I’m willing to help the
international students
But I have some concerns and expectations
Good means to socializeHelping is rewarding
Conveniency?
THE U.S. STUDENTS COMMUNITY
Price ?
Guarantees for
security?
OUR SOLUTION
REASONS TO USE
IT’S FUN !
MAKE NEW FRIENDS
RIDESHARING WITH CONFIDENCE: TRUST AND SAFETY
DRIVERS: EASILY CUT YOUR MONITORING COSTS AND SAVE BIG $
PASSENGERS: GET AN EASY WAY TO REACH GROCERY STORES
HOW DOES IT WORKS?
11.520KConnect via Howdy Portal
Pay (or not) 4
3You are connected to the nearest driver available, according to the
program you choose
finds your position thanks to the GPS function of
your phone2
CONVENIENCE
3 PROGRAMS
Name Name Name
PRICE
FRINGE BENEFITS
FREE RIDER
WAY TO PAY!
THE DRIVER Name: Jennifer K., Experienced
Number of trips published: 12
Registered on: 23 Dec 2015 Preferences: WalMart Estimated time: 30-45 mn
ratings – 100% postive ratingsMobile: +1 3XX XXX XXXX
Send a message
THE CAR FORD MONDEO
Comfort Plate XXxxxxXX
DRIVE SAFE
The community SELF-MODERATES
Using PROFILES AND RATINGS to evaluate members and vet those that do not respect THE SPIRIT OF POSITIVE COMMUNITY COLLABORATION RATE YOUR
MEMBERS IDENTITIES ARE AUTHENTICUsing the TAMU CUSTOMIZED NETWORK, TAMU NEtID required
PHONE NUMBERS and EMAILS are both verified
A FACEBOOK CONNECT so members can link their profile to their existing social network
TEXAS A&M UNIVERSITYNetID
TRUST AND SAFETY
FOCUS ON THE CONSUMER EXPERIENCESTATUS IS KEY … 5 Experience levels
REFERRAL AND REWARDING STRATEGY First free ride !
Newcomer Intermediate Experienced Expert AmbassadorVerified UIN, email and phone
WELCOME !
% of positive ratings received
>60% >70%>80% >90%
# of positive ratings received 1 rating 3 ratings 6 ratings 12 ratings
Seniority 1 month 3 months 6 months 12 months
+
A STRIKING COMMUNICATION CAMPAIGN
#ADOPTANINTERNATIONAL
A STRIKING COMMUNICATION CAMPAIGN
Although we think that decision-making about brands depends strongly on functional benefits, it all comes down
to one question:
HOW WILL THIS MAKE ME FEEL?
QUESTIONS?