Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 35

Develop a short questionnaire to elicit the evaluative criteria consumers might use in selecting the following. Also, have each respondent indicate the relative importance he or she attaches to each of the evaluative criteria. Then, working with several other students, combine your information and develop a segmentation strategy based on consumer evaluative criteria and criteria importance. Finally, develop an advertisement for each market segment to indicate that their needs would be served by your brand.
a. Wrist watch
b. Running shoes
c. Movie
d. Fast-food restaurant
e. Credit card
f. Charity
g. Home theatre system
h. Health club