Download - Chování zákazníka při výběru telefonu
2 © 2005 Nokia
Consumer Segmentation Model MapConsumer Segmentation
High Involvement
Ratio
nal
Aspirational
Low Involvement
Career Builders
Young Settlers
Technology LeadersYoung
Explorers
Style Leaders
Style Seekers
Style Followers
Family Providers
Practical Homeowners
Comfortable Seniors
Pragmatic Leaders
3 © 2005 Nokia
Consumer Segmentation Model MapConsumer Segmentation
High Involvement
Ratio
nal
Aspirational
Low Involvement
Career Builders
Style Leaders
Style Followers
Family ProvidersComfortable Seniors
4 © 2005 Nokia
Style leaders Life, Work, Values and Activities• Over represented in young and young married couples with
kids • Tend to be well-educated and well-off• Optimistic and highly motivated. Willing to try new
experiences• Hard-working perfectionists. Like to take initiatives• Willing to take risks to get what they want• Environment values in general are important to them • Spend a lot of time outside, like socializing and
eating out • Cinema, music, photography, and competitive
and sporting activities
‘Set mobile trends’“My cell phone gives me freedom and mobility. I don’t feel guilty when I am leaving the office because I am not really leaving"
Consumer Segmentation | Style leaders
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
5 © 2005 Nokia
Style leaders Mobile telephony• They like to be up to date with the latest trends and
cutting edge design• Mobile phone should have the latest features even if
they don’t use them – it shows they know technology• May well us it as a fashion accessory• It’s important to personalize the outside look• Are embarrassed if their phone looks outdated• Want people recognize the mobile phone brand they
use• Camera and music are big amongst them
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
Consumer Segmentation | Style leaders
6 © 2005 Nokia
Style followers Life, work, values and activities• Workers with middle educational level and mid-to-low
economic level. • Settled and risk adverse, pragmatic. Work to make a living
and survive. Wish to have better material life. Don’t take (or have) time to appreciate things
• Ecologically aware.• Need benchmarks and rely on leaders and law.
However, have room for personal expression• Meals with family everyday, rarely go out,
never travel. • Limited time for reading or watching TV
‘Show my style’
“I don’t text. It takes too long. Talking lets you express yourself more clearly"
Consumer Segmentation | Style followers
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
7 © 2005 Nokia
Style followers Mobile telephony• Aspiring to a stylish device • They are design oriented. They would prefer a great looking
mobile phone rather than having the latest features • A mobile phone can be used as a fashion accessory and they
feel proud when people look at their mobile• Looking for ‘status symbol’, Stylish, modern devices with
unique/different forms, without paying top prices• Features important, but secondary to the device image and
practicality
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
Consumer Segmentation | Style followers
8 © 2005 Nokia
Career builders Life, Work, Values and Activities• Likely to be in an established relationship, possibly parents. • Skew to mid-high education and income.• Hard work & active social life, desire to go out, have fun and
socialize - hedonists. • Optimists, strong interest in self development.• Enjoy taking risks, do things just to prove they can.• Entrepreneurship is prominent
‘Make it work for me’
“I have 400 contacts entered into this phone"
Consumer Segmentation | Career builders
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
9 © 2005 Nokia
Career builders Mobile telephony• Relatively feature knowledgeable but usage of more
advanced functions fairly limited• Very balanced purchasing preferences• Will consider trying something new if it looks good and is
modern• Camera favorites • Want an all in one phone with computer functions• Appear to want more than will use – always looking for
value for money• Brand important. Aware of all manufacturers’ reputation
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
Consumer Segmentation | Career builders
10 © 2005 Nokia
Comfortable seniors Life, Work, Values and Activities• Mainly married and retired, and usually have grand-
children
• Typical grand-parents. Most characterized by settled life. Usually satisfied with their way of living. They feel no nostalgia for the past
• Ruled by habit and strict routine. Like to spend time at home.
• Somewhat active, drive a car everyday, travel within country from time to time. Browse stores and go to restaurant occasionally.
“Sometimes I think I could get a new phone but I like this one. It works, and I like it, so I stick with it"
‘Keep in touch’
Consumer Segmentation | Comfortable seniors
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
11 © 2005 Nokia
Comfortable seniors Mobile telephony• Simplicity and ease of use are key drivers of choice• No great brand affinity though trust and reliability are
mentioned• Phone has to be “good value”, doesn’t necessarily mean
“cheap”• Do not depend on mobile phone to organize life• Are not proud when people look at their mobile, not
embarrassed if their mobile looked outdated• Not important to personalize outside look
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
Consumer Segmentation | Comfortable seniors
12 © 2005 Nokia
Family providers Life, work, values and activities• Usually married with children. • Work to „live and survive“• Pessimists who don’t like going out, don’t seek fun. Not
decisive, and fearful of future. Wish to be more affluent.• Status quo and economic security are main drivers in life• Do not feel part of society as a whole. Not concerned about
environment or religion• Enjoy watching videos/DVDs at home.
‘Want proven products’“I do not particularly like it (mobile phone) but my work depends on it"
Consumer Segmentation | Family providers
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
13 © 2005 Nokia
Family providers Mobile telephony• Basic users looking for a simple phone with good feature
set in a nice package
• Very much ‘middle of the road’ view on design - must look simple, modern
• Camera/video function widely mentioned
• Less concerned with brand relative to other groups and willing to try almost anything
• Good quality with looks and features better than basic offering preferred
• Price an issue – Will not spend more for extras
Consumer Segmentation | Family providers
HIGH INVOLVEMENT
RATI
ONAL
ASPIRATIONAL
LOW INVOLVEMENT
14 © 2005 Nokia
Consumer Segmentation Model Summary MapConsumer Segmentation
High Involvement
Ratio
nal
Aspirational
Low Involvement
Career Builders
Style Leaders
Style Followers
Family ProvidersComfortable Seniors
TechnologyJN: 143751
Czech consumers are decisive about handset selectionDid you know what you wanted?
Pre-purchase mindset
45%
43%
42%
41%
36%
21%
19%
15%
21%
14%
5%
5%
5%
7%
7%
11%
9%
10%
3%
9%
13%
14%
23%
13%
17%
3%
5%
12%
17%
5%
Career Builders
Style Leaders
Style Followers
Family Providers
Comfortable Seniors
Knew specific model Knew which brand but not modelHad a few brands in mind, but not models Had a few models in mindHad a few 'must have' features Had no idea
l 41% of respondents knew exactly which handset model they wanted to get before their purchase. A further 18% knew which brand they wanted, but not the actual model; and so on, down to just 7% that had no idea what they were going to purchase.
l Looking at the data across the different segments indicates that some variance in the mindset of consumers, as expected
– Knowing the specific model of handset was the most common mindset in all segments but more so for Technology Leaders - the majority (51%) in this segment knew the specific model.
– At the other end of the scale, the less involved consumers display their lack of knowledge about different brands with 17% of Comfortable Seniors, 15% of Practical Homeowners and 13% of Family Providers having no idea at all what they were going to get.
TechnologyJN: 143751
Network versus manufacturer mindsetDid you choose the network first, or the handset?
l 38% of Czech consumers choose the network they want to be with before considering handsets, just 19% pick the handset first, while 40% shop without either in mind
l The large proportion of consumers who are shopping without either network or manufacturer in mind presents a clear opportunity for Nokia to establish top-of-mind consideration among shoppers
l Nokia should be aiming to instil in consumers the belief that handset is the primary consideration and this can be done by better differentiating devices and the key USP’s of specific handsets against the competition
Network versus manufacturer
36%
45%
49%
41%
32%
23%
22%
15%
11%
12%
40%
27%
32%
44%
50%
6%
4%
3%
2%
6%
Career Builders
Style Leaders
Style Followers
Comfortable Seniors
PracticalHomeowners
Pick the network first Pick the handset first Shop without either in mind Don't know
TechnologyJN: 143751
Influences on purchase – single most importantWhich of the following were most influential on your purchase?
26%15%
20%31%
22%
17%
14%
26%
20%
16%
7%
9%
7%
10%
9%
12%
10%
7%
6%8%
13%
8%
10%
4%
9%
7%
11%12%
9%
5%
5%4% 6%
3%
7%
4% 10%3%
13%
0%
20%
40%
60%
80%
100%
Career Builders Style Leaders Style Followers Comfortable Seniors Practical Homeowners
Recommendation - friends Magazine/ newspaper reviews Handset brands websiteOther websites Recommendation - salesperson Brochures/ promotionnal literatureInternet advertising Seeing product being used by others
l Recommendations – either from friends or sales consultants - appear to be more influential to the final purchase decision for the less involved mobile users
TechnologyJN: 143751
Purchase location by segment in detailWhere did you purchase your mobile handset?
36%
43%
39%
41%
33%
1%
2%
4%
4%
6%
3%
4%
8%
5%
2%
3%
11%
8%
5%
7%
12%
2%
1%
5%
11%
15%
15%
7%
8%
3%
3%
4%
6%
8%
5%
7%
7%
4%
5%
7%
6%
9%
6%
8%
1%
1%
2%
1%
1%
4%
3%
11%
5%
7%
19%
15%3%
Career Builders
Style Leaders
Style Followers
Comfortable Seniors
Practical Homeowners
store-operator store-telecom store-manufacturer electrical hypermarketstore-electrical small store department store IT specialist store other storephone-operator phone-telecom phone-manufacturer online-operatoronline-telecom online-manufacturer catalogue/brochure other
l Operator owned channels are dominant purchase channels in the Czech Republic overall – whether they be in-store, over the phone or online.
19 © 2005 Nokia
Conclusion
• The most important segments are Family providers and Comfortable seniors – majority of the Czech population
• People are different – they have different needs …… but everybody prefer „easy of use“
• When buying new product, the most important for decision making is the friends recommendation => viral marketingworks
• The operator stores are still very important in the purchase process
Conclusion
