Module 1 Consumer Behavior Ver 2.0

7/31/2019 Module 1 Consumer Behavior Ver 2.0

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Consumer Behavior

ModuleI

Semester - III

B a t c h 2 0 1 1 - 2 0 1 3

Asst. Prof. Alex Daniel

Consumer Behavior and the Marketing Concept,

Customer Value, Satisfaction, Trust and Retention,

The Impact of New Technology on Marketing, The

Consumer Research Process, Market Segmentation

and Strategic Targeting.


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ConsumerBehavior|Batch2011-2013

Table of ContentsCHAPTER 1

CONSUMER BEHAVIOR & THE MARKETING CONCEPT ...........................................................................2

CUSTOMER VALUE,SATISFACTION,TRUST &RETENTION................................................................ 5 IMPACT OF NEW TECHNOLOGIES ON MARKETING ....................................................................... 6

CHAPTER 2

CONSUMER RESEARCH PROCESS .....................................................................................................7

DEVELOPING RESEARCH OBJECTIVES ....................................................................................... 7 COLLECTING SECONDARY DATA ............................................................................................ 8

CHAPTER 3

MARKET SEGMENTATION &STRATEGIC TARGETING.....9

NECESSITY OF MARKET SEGMENTATION,BASES OF SEGMENTATION......9 IMPLEMENTING SEGMENTATION STRATEGIES....,10


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Module 1

Introduction to Consumer Behavior :

Consumer behavior is way more than just a guessing game; its crucial to a successful marketing

plan. A clear understanding of the consumer usually makes the difference between companiesthat succeed and those that fail. By understanding the behaviors of consumers, you can make

more informed business decisions; these decisions alone can raise bottom-line revenues, lower

customer acquisition costs, and increase customer retention and profitability. The study ofconsumer behavior tells you why consumers act the way they do, why they buy what they buy,

and why they buy from who they buy from. Its the study of the external and internal influencesthat affect consumers in purchasing decisions. Consumer behavior also shows the marketing

influence that businesses have on consumers. Consumer behavior is a subjective topic, so thereare no absolutes. The only absolute is the fact that consumers are influenced by psychological

and socio-cultural factors. However, not all consumers are affected in the same capacity.

Luckily, by understanding a few processes, you can gain the type of insight about consumers that

helps your business market succeed and stand out from the competition. If you want to succeedin your marketing, you have to understand why a particular consumer thinks, acts, and responds

in the way that he does. Then you create an effective marketing strategy that accommodates

those feelings, actions, and responses.

Consumer Behaviorcan be defined as the process and activities that people engage in whensearching for, selecting, purchasing, using, evaluating and disposing of products and services soas to satisfy their needs and desires.

Consumer Behavior and the Marketing Concept : It is absolutely necessary for the organizationsto identify both the unsatisfied as well as the unrecognized needs of the consumers. Marketing

research plays an important part in doing this. It is used to monitor the consumers needs and

preferences with respect to the products and the services that they currently market. Consumer

research represents the process and the tools used to study consumer behavior.

SEGMENTATION, TARGETING & POSITIONING

Segments are market groups within the total market that are made up of people who have similar

needs. When you can recognize a segmented group, your marketing opportunities increase and

you gain the highest return on your marketing. Thats because segmenting enables you to focuson the customers that are most likely to purchase your products or services those individuals

that are most interested in what you have to offer.

Target Market: A specific group of consumers at which a company aims its products and

services. Your target customers are those who are most likely to buy from you. As a marketer or

business owner, its your responsibility to know the culture of your target market.

Positioning: identifying a market niche for a brand, product or service utilizing traditional

marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition.)
http://www.entrepreneur.com/encyclopedia/term/82498.htmlhttp://www.entrepreneur.com/encyclopedia/term/82498.html


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While there are many definitions which vary from what has been given above, but almost all will

agree that positioning happens in the minds of the target market. Positioning is the act of creating

a unique identity for whatever it is that youre selling and then targeting a segment of the broader

market by fitting your product or service to that segments wants and needs. In order to get

consumers to recognize that your product fits their needs, you must figure out what the

consumers in your target market need and want, what you have to offer them, what your benefitsare, and who your competitors are (including how youre different from them). You use this

information to create a positioning strategy and statement. These tools help you reach out to your

targeted consumers. They communicate, identify your company, and differentiate it and its

products from the competition.

1What is the marketing mix?

Author and columnist Laura A. Lake explains the marketing mix :

The marketing mix is probably the most famous marketing term. Its elements are the basic,

tactical components of a marketing plan. Also known as the Four p's, the marketing mix elementsare price, place, product, andpromotion.

Take a look at this rundown of all the components that make up the four Ps of marketing

strategy:

Product: Your product strategy works to define your products and determine who theyre

targeted to and what benefits they offer to consumers. It also singles out the differences between

your products and those of your competitors. When I speak of product, Im referring tosomething thats marketed to consumers in exchange for money or another unit of value. In the

case of consumer packaged goods, retail, and business-to-business companies, the product is a

tangible object. When it comes to a service business, however, the product takes the form of an

intangible offering, such as a true benefit or future promise. All products are offerings to theconsumer, but remember that theres an inherent difference between whats sold by a retailer

and whats sold by a service firm, and the way you present that offering depends in part onwhether its a tangible object or an intangible service. When selling a product that a consumer

can touch and feel, you must focus on the benefits, features, and customer service that you offer

surrounding that product. When selling a service, you must sell on the perceived value because a

consumer cant touch, see, or feel the product that youre offering. Instead, your strategy must

be centered on testimonials or recent work youve completed. Its vital to focus on how your

service can help consumers achieve their desired results. You can still find strength in focusing

on the benefits of the service you offer, but you must have something to back your claims. After

all, the consumers arent walking out with something tangible, and really their purchase is only

as good as your word.Promotion: The promotion element of your marketing mix consists of two-way communication

thats used to inform, persuade, and remind consumers. Your promotion strategy outlines thepromotion tools that you plan to use to accomplish your marketing goals, from advertising to

public relations and everything in between. Promotion strategy is an important part of the

overall marketing mix because it defines how youll promote your products and what methods

1 Consumer Behavior for Dummies by Laura A. Lake
http://marketingteacher.com/lesson-store/lesson-pricing.htmlhttp://marketingteacher.com/lesson-store/lesson-place.htmlhttp://marketingteacher.com/lesson-store/lesson-plc.htmlhttp://marketingteacher.com/lesson-store/lesson-promotion.htmlhttp://marketingteacher.com/lesson-store/lesson-promotion.htmlhttp://marketingteacher.com/lesson-store/lesson-plc.htmlhttp://marketingteacher.com/lesson-store/lesson-place.htmlhttp://marketingteacher.com/lesson-store/lesson-place.htmlhttp://marketingteacher.com/lesson-store/lesson-pricing.html


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youll use for the different products you offer and the different market segments youre trying to

reach. You could almost call it your communication plan because it really does define how

you will communicate your product to your target market. Many new business owners or

inexperienced marketers tend to think that a promotion plan is the only plan needed in your

marketing strategy. However, promotion is only one piece to the puzzle. If you havent defined

your products, prices, or placement, how can you promote what youre offering?Price: Price always seems to be one area that business owners struggle with. And why not?Price is one of the most important business decisions you make. You must set a price that allows

your target market to afford your product and what you have to offer, but at the same time you

need to produce a profit for your company.

Placement: Placement is often known as distribution and refers to how you get your products

or services from your hands to the hands of your customers that is, it determines which

distribution channels youll use. Distribution channels fall into one of two camps: direct and

indirect. Direct channels go straight from you to the end consumer. Indirect channels go from

you to an agent that sells the product or service to the end consumer (or to another agent, who

then sells to the end consumer).

CUSTOMER VALUE AND RELATIONSHIP QUALITY

Consumers choose goods and services based on the assumption that they will be rewarded with

value and satisfaction. Consumption is the process by which goods and services are used andassigned a level of value by the consumer2.

Quality + Price + Customer Service = Value and Satisfaction

Customer Value can be thought of as the ratio between the customersperceived benefits (like

economic, functional and psychological) and the resources (like Monetary, time, effort

psychological) used to obtain those benefits.

Satisfied customers can become unpaid ambassadors for your business, so customer satisfaction

should be on the top of your to-do list. People tend to believe the opinions of people they know.

People trust friends over advertisements any day. Certain business concepts float around withoutmuch evidence to back them up. For instance, every business owner will tell you that customer

trust is incredibly important, but what evidence actually links customer trust to the bottom line?

Most Engaged Customers (MEC) study for 2010 provides compelling evidence that customer

trust is indeed key in business success. After surveying more than 5,000 consumers and 1,200B2B decision-makers, the brands with the highest Customer Engagement levels it was found that

Trust, is a main ingredient in building Customer Engagement. And, as this and previousMEC studies have shown, Customer Engagement directly correlates to profit levels, ROI, andshare prices3.

2 http://marketingteacher.com/lesson-store/lesson-value-and-relationship-quality.html3 http://www.qualtrics.com/university/customer-retention/


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Customer Retention : Customer retention reflects "the state of mind that customers have about a

company and its products or services when their expectations have been met or exceeded. This

state reflects the lifetime of the product or service experience."

Effective customer retention strategies must focus on measuring and achieving the following

objectives:

Maximize customer satisfaction for current customers. Identify dissatisfied customers before they leave through a customer retention program. Measure why current customers leave.

Customer retention requires attention to customer details. Establishing personal relationships is

difficult, especially as businesses grow. We are all aware of businesses that have lost their

"personal touch" and seemingly no longer know either your name or your needs.

Effective customer retention management can help you build your business without losing the

friendly face on your business. Because business evolves, the customer retention target iscontinually moving and

Discover the Defects In-Time Identification of Dissatisfied Customers Employee Involvement Benchmarking of Satisfaction and Customer RetentionLoss Levels Planning of Customer Retention Solutions Establishment of Standards for Excellence Process Management and Improvement Stretch Objectives for Continued Satisfaction and Improvement

Typical reasons for customers leaving include:

Poor service Lack of personalized service Cost / Value Breakdown Lost Customers (Contact Information Outdated) Competitor Superiority No Longer in the Market (Doesn't Need)


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IMPACT OF NEW TECHNOLOGIES ON MARKETING STRATEGIES

We live in a fast pace society, where technology is increasingly getting more in sync with

marketing and branding strategies. Technology challenges companies to develop faster and

further. With the help of new technologies, companies manage to attract and retain new

customers. With the help of new technologies companies create increasingly more customersinteractivity. Social Media and online shops are a good example of this! They deliver

convenience, being available 24/7, independently from one's location.

New technologies open up new communication channels/doors between companies and

customers. In this perspective, "New Marketing Strategies" rely increasingly more innew technologies. These technologies evolve daily, faster and effectively than ever before.

Many times they are costly strategies to attract new customers and other times they rely in

creative solutions like Social Media. But technology is not everything. Attracting new customers

online is not synonymous of retaining loyal and future customer. Big corporations often have bigteams of people working in both fronts: technological and traditional.

But what happens to smaller companies?

How do they do their New Marketing and Branding Strategies? How do they cope with the fast development of new technologies? Are they receptive

or fearful?

How do these technologies impact their businesses? How do they incorporate these new technologies into their businesses? Do they effectively incorporate new technologies into their businesses?

Consumers have more power Consumers have more access to information Marketers can and must offer more services and products than ever before Increasing Instantaneous exchanges between marketers and customers Marketers can gather more information about consumers more quickly and easily Impact is beyond the PC based web connection

Consumer Decision Making

Psychological Process

Problemrecognition

Informationsearch

Alternativeevaluation

Purchasedecision

Postpurchaseevaluation

Motivation PerceptionAttitude

formationIntegration Learning


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CONSUMER RESEARCH PROCESS

The consumer research process, as explained by Schiffman and Kanuk in their book ConsumerBehavior, consists of 6 steps:

A) Develop Objectives

The first step of this process is to define the objectives of the study. A specific, thought -out set ofobjects assists in determining the type and level of information required.

B) Collect ion of Secondary DataSecondary data is data that is readily available and may be from an internal or external source.

Advantages of Secondary Data:

Cheaper then conducting primary research.

Can be obtained faster than primary data.

May alert the acquirer to new or unthought-of solutions or problems.

May provide background information that is credible.

Disadvantages of Secondary Data:

The availability of credible information may be limited.The reliability of the relevant information may be questionable.The accuracy of the information required may be questionable.There may be an insufficient amount of relevant information to deem it reliable.

Sources of Secondary Data:

Internal Sources

Government PublicationsPeriodicals and Books

Commercial Data

C) Conduct Primary ResearchThere are two types of research that can be conducted: Quantitative Research Vs Qualitative

Research

Quantitative Research Designs:

According to Schiffman and Kanuk there are several methods of conducting qualitative research:

Observational Research:Observational Research can be used to monitor consumers and gain insight into their bond

between people and products that is the essence of brand loyalty . Mechanical Observationuses devices that monitor behavior such as the traffic a store receives or the stress levels in

consumers measured by their eye movements.

Experimental Research:Causal Research is the name given to an experiment where only certain variables aremanipulated whilst the others are kept constant in order to encourage a change in the constant

variable.


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Surveys:Survey is a method of research in which an interviewer interacts with respondents to obtain

facts, opinions and attitudes .

Methods Of Conducting Surveys:

Via the telephoneVia Email

Via Post Mail

Via Online Applications (Such as websites)

Quantitative Research Data Collection Instruments :

Data Collection Instruments normally come in for the form of questionnaires that may contain

attitude scales. They are systematic to ensure that all participants answer all the questions inthe same order to rule out any irregularities. They are to be pretested to pledge the validity and

reliably of the instrument.

Qualitative Research Designs And Data Collection Methods:

In-Depth InterviewsFocus Groups

D) SamplingSampling is the method in which participants are chosen. One can either use a Probability Sample

if the researcher wants the finding to be project able to the total population. If it is sufficient to

have the findings representative of the population then a Non-Probability Sample should beselected.

Methods Of Probability Sampling

Simple Random Sample

Systematic Random SampleStratified Random Sample

Cluster Sample

Methods Of Non-Probability Sampling

Convenience Sample

Judgment SampleQuota Sample

E) Analyze Data

The data collected must then be coded and quantified. All possible connections in the data mustbe established and then displayed in the form of tables and graphics.

D) Prepare ReportThe report must be summarizing the entire document, as well as make suggestions on its findings.

It is often the case that researchers will include a sample of the questionnaire here for the client to

see.


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MARKET SEGMENTATION AND STRATEGIC TARGETING

Market segmenting is dividing the market into groups of individual markets with similar wantsor needs that a company divides into distinct groups which have distinct needs, wants, behavior

or which might want different products & services. Broadly, markets can be divided according to

a number of general criteria, such as by industry or public versus private. At its most basic level,

the term market segmentation refers to subdividing a market along some commonality,similarity, or kinship.

Criteria for selecting Market Segments4.

The following criteria could be considered for Market segmentation.

MeasurableA segment should be measurable. It means you should be able to tell how many potential

customers and how many businesses are out there in the segment.

AccessibleA segment should be accessible through channels of communication and distribution like:sales force, transportation, distributors, telecom, or internet.

DurableSegment should not have frequent changes attribute in it.

SubstantialMake sure that size of your segment is large enough to warrant as a segment and largeenough to be profitable

Unique NeedsSegments should be different in their response to different marketing efforts (MarketingMix).

The process of segmentation is distinct from positioning (designing an appropriate marketingmix for each segment). The overall intent is to identify groups of similar customers and potential

customers; to prioritize the groups to address; to understand their behavior; and to respond with

appropriate marketing strategies that satisfy the different preferences of each chosen segment.Improved segmentation can lead to significantly improved marketing effectiveness. Distinct

segments can have different industry structures and thus have higher or lower attractiveness.

Bases for Consumer Market Segmentation

There are number of variables involved in consumer market segmentation, alone and in

combination. These variables are:

Geographic variables Demographic variables Psychographic variables Behavioral variables

4 http://notesdesk.com/notes/marketing/market-segmentation/
http://en.wikipedia.org/wiki/Positioning_%28marketing%29http://en.wikipedia.org/wiki/Positioning_%28marketing%29


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Geographic Segmentation

In geographical segmentation, market is divided into different geographical units like:

Regions (by country, nation, state, neighbourhood) Population Density (Urban, suburban, rural) City size (Size of area, population size and growth rate) Climate (Regions having similar climate pattern)

A company, either serving a few or all geographic segments, needs to put attention on variability

of geographic needs and wants. After segmenting consumer market on geographic bases,

companies localize their marketing efforts (product, advertising, promotion and sales efforts).

Demographic Segmentation

In demographic segmentation, market is divided into small segments based on demographic

variables like:

Age Gender Income Occupation Education Social Class Generation Family size Family life cycle Home Ownership Religion Ethnic group/Race Nationality

Demographic factors are most important factors for segmenting the customers groups. Consumer

needs, wants, usage rate these all depend upon demographic variables. So, consideringdemographic factors, while defining marketing strategy, is crucial.

Psychographic Segmentation

In Psychographic Segmentation, segments are defined on the basis of social class, lifestyle andpersonality characteristics.Psychographic variables include:

Interests Opinions Personality Self Image


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Activities Values Attitudes

A segment having demographically grouped consumers may have different psychographic

characteristics.

Behavioral Segmentation

In this segmentation market is divided into segments based on consumer knowledge, attitude, use

or response to product.

Behavioral variables include:

Usage Rate Product benefits Brand Loyalty Price Consciousness Occasions (holidays like mothers day, New Year and Eid) User Status (First Time, Regular or Potential)

Behavioral segmentation is considered most favorable segmentation tool as it uses those

variables that are closely related to the product itself.

Bases for Business Market Segmentation

Business market can be segmented on the bases consumer market variables but because of

many inherent differences like

Businesses are few but purchase in bulk Evaluate in depth Joint decisions are made

Business market might be segmented on the bases of following variables:

Company Size: what company sizes should we serve? Industry: Which industry to serve? Purchasing approaches: Purchasing-function organization, Nature of existing

relationships, purchase policies and criteria.

Product usage Situational factors: seasonal trend, urgency: should serve companies needing quick

order deliver, Order: focus on large orders or small.

Geographic: Regional industrial growth rate, Customer concentration, and internationalmacroeconomic factors.


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Other than those mentioned above we could also segment the market in the distinct types given

below.

A) Media SegmentationWhile not common, media segmentation is sometimes a possibility. It is based on the fact that

different media tend to reach different audiences. If a brand pours all of its budget into onemedia, it can possibly dominate the segment of the market that listens to that radio station or

reads that magazine. Media segmentation is most often practiced by companies that have some

control over the media and can somehow discourage competitors from using that media.

A) Time SegmentationTime segmentation is less common, but can be highly effective. Some stores stay open later thanothers, or stay open on weekends. Some products are sold only at certain times of the year (e.g.

Diwali Fireworks, Uttarayan kites and strings, Christmas cards, fireworks). The time dimension

can be an interesting basis for segmentation.

In addition to the above, markets can be segmented by hobbies, by political affiliation, by

religion, by special interest groups, by sports team loyalties, by university attended, andhundreds of other variables. You are only limited by your marketing imagination.

While doing behavioral research it is very important to keep a few things in considerations. Themethod of data collection is very important, because the questionnaire is so long (often 45 to 90

minutes in length). The telephone is not recommended for segmentation studies because of

questionnaire length. Moreover, the various rating scales and attitudinal statements are difficultto communicate by phone, and the resulting phone data tends to be insensitive and rife with

noise. In-person interviews, or Internet-based interviews, or even mail surveys, are much

better. Rating scales and attitudinal statements can be seen and fully comprehended by

respondents. Seeing is much better than hearing, and it produces more accurate answers. TheInternet is especially valuable for segmentation studies, since respondents can take the survey at

a time of their own choosing, when they can give it their full, undivided attention. A mail survey

offers some of the same advantages, but without the questionnaire controls, checks, andsafeguards built into an Internet survey.


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Common Mistakes

Segmentation studies tend to be large and complicated, so its easy for errors and mistakes to be

made. Some of the most common mistakes:

2)Segmenting a segment. For example, someone might want to segment the market fordeodorants or clothes among 18- to 24-year olds who live in Rajkot and buy brand XYZ. It iseasy to get lost in this treasure trove of answers and come up with confusing and baffling

results.

2) Overlooking the basics. The dazzle and glitter of the advanced, rocket-science multivariateanalyses attract everyones attention. No one ever opens up the crosstabs and looks at the

answers to the hundreds of questions asked. Often, hidden in plain view in the plain old

crosstabs are tremendous findings that could form the basis for new or improved marketing

strategies, advertising campaigns, or new products. Rarely does anyone analyze this basicdata.

3) Targeting people instead of Rupees. A market segment might represent a large percentage of

the population, but a small part of the market. Always look at the dollar potential of market

segments, not just the number of people in the segments.

Non mutually Exclusive SegmentsVirtually all segmentation work, historically, has been based upon the assumption of mutually

exclusive market segments. The mutually exclusive model, however, does not always apply to

psychographic or lifestyle segmentation (since most of us hold many overlapping and/or

conflicting beliefs and attitudes). Therefore, it is wise to develop two distinctly differentsegmentation solutions: one based upon mutually exclusive segments and one based upon

overlapping segments. Both of these segmentation solutions should be cross tabulated by the

original questionnaire variables to identify which type of solution yields the most meaningful(and actionable) market segments. A great deal of money is wasted on psychographic

segmentations that never lead to any marketing actions.

If you segment the market by psychographics, there are several essential uses of thesegmentation:

1) Target your brand to the largest segment with relevant brand fit (or even target two closelyrelated segments) by media advertising and message. That is, the advertising message is theway to reach the psychographic segment (rarely can a psychographic segment be defined by

demographics or geography).

2) Segmentation can provide the guide rails for brand positioning. That is, positioning assumes,or takes place in relation to, a target market segment; you are positioning your brand inrelation to a market segment.

3) The segmentation can define opportunities for new products targeted to each psychographicsegment. That is, the market segments can be a template for new product development. Forexample, if you find that 15% of the Indian population belongs to a safety first segmentwhen it comes to buying cars, then you can design and build the safest car in the world to

target this segment. So psychographic segmentations greatest value lies in positioning,

targeting via advertising message, and defining new product opportunities.


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STRATEGIC TARGETING

This is where we learn about implementation of segmentation frameworks and the strategictargeting of selected segments. Behavioral Targeting and Micro Targeting have become popular

terms for describing narrower and more precise applications of marketing segmentation.

Behavioral targeting is a technique used by online publishers and advertisers to increase the

effectiveness of their campaigns. - Behavioral targeting uses information collected on an

individual's web-browsing behavior, such as the pages they have visited or the searches theyhave made, to select which advertisements to display to that individual. Practitioners believe this

helps them deliver their online advertisements to the users who are most likely to be interested.

The early adopters of this technology/philosophy are primarily within a retail or other e-

commerce website as a technique for increasing the relevance of product offers and promotionson a visitor by visitor basis. Network behavioral targeting: Advertising Networks use

behavioral targeting in a different way to individual sites. Since they serve many adverts across

many different sites, they are able to build up a picture of the likely demographic makeup of

internet users. An example would be a user seen on football sites, business sites and male fashionsites. A reasonable guess would be to assume the user is male. Demographic analyses of

individual sites provided either internally (user surveys) or externally (Comscore \ net ratings)

allow the networks to sell audiences rather than sites. Although advertising networks used to sellthis product, this was based on picking the sites where the audiences were. Behavioral targeting

allows them to be slightly more specific about this.

Concerns

Many online users and advocacy groups are concerned about privacy issues around doing thistype of targeting. This is a controversy that the behavioral targeting industry is trying to contain

through education, advocacy and product constraints to keep all information non-personally

identifiable or to obtain permission from end-users. AOL created animated cartoons in 2008 toexplain to its users that their past actions may determine the content of ads they see in the future.

Microtargeting is the used by political parties and election campaigns ofdirect marketing datamining techniques that involve predictive market segmentation (aka cluster analysis). It is used

by United States Republican and Democratic political parties and candidates to track individual

voters and identify potential supporters.

They then use various means of communication--direct mail, phone calls, home visits, television,

radio, web advertising, email, text messaging, etc--to communicate with voters, crafting

messages to build support for fundraising, campaign events, volunteering, and eventually to turnthem out to the polls on election day. Micro-targeting's tactics rely on transmitting a tailored

message to a subgroup of the electorate on the basis of unique information about that subgroup.

Microtargeting is a modification of a practice used by commercial direct marketers. It would notbe possible on a large scale without the development of large and sophisticated databases that

contain data about as many voters as possible.
http://en.wikipedia.org/wiki/Publishinghttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/E-commercehttp://en.wikipedia.org/wiki/E-commercehttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/Privacyhttp://en.wikipedia.org/wiki/Permission_marketinghttp://en.wikipedia.org/wiki/AOLhttp://en.wikipedia.org/wiki/Political_partyhttp://en.wikipedia.org/wiki/Election_campaignhttp://en.wikipedia.org/wiki/Direct_marketinghttp://en.wikipedia.org/wiki/Datamininghttp://en.wikipedia.org/wiki/Datamininghttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Cluster_analysishttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Republican_Party_%28United_States%29http://en.wikipedia.org/wiki/Democratic_Party_%28United_States%29http://en.wikipedia.org/wiki/Electionhttp://en.wikipedia.org/wiki/Databasehttp://en.wikipedia.org/wiki/Databasehttp://en.wikipedia.org/wiki/Electionhttp://en.wikipedia.org/wiki/Democratic_Party_%28United_States%29http://en.wikipedia.org/wiki/Republican_Party_%28United_States%29http://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Cluster_analysishttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Datamininghttp://en.wikipedia.org/wiki/Datamininghttp://en.wikipedia.org/wiki/Direct_marketinghttp://en.wikipedia.org/wiki/Election_campaignhttp://en.wikipedia.org/wiki/Political_partyhttp://en.wikipedia.org/wiki/AOLhttp://en.wikipedia.org/wiki/Permission_marketinghttp://en.wikipedia.org/wiki/Privacyhttp://en.wikipedia.org/wiki/Advertising_networkhttp://en.wikipedia.org/wiki/E-commercehttp://en.wikipedia.org/wiki/E-commercehttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Publishing

Module 1 Consumer Behavior Ver 2.0

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