The world’s consumers might be dazzlingly diverse, but they also share concerns and interests that transcend geography. And the Accenture Global Consumer Segmentation Model is designed to help better understand the behaviors, attitudes and motives that unite them.
Based on a combination of external research and our own experiences and insights, the model has identified 15 strategic, cross-regional consumer segments that are critical drivers of growth in a multi-polar world. This new approach uses a set of defining behaviors—such as financial well-being, health management, entertainment consumption and technology adoption—to divide people into groups. Each segment is defined as much by behaviors, attitudes and motives as by geography.
See Related:
- Sean R. Collins, Peter W. Dahlström, and Marc Singer
- Managing Your Business as if Customer Segments Matter
- Segment Migration: Where Your Customers Were, Where They Went, and Why
- Accenture
- Blurring Borders
Author: Robert E. Wollan, Tzeh Chyi Chan
Source: Outlook Journal (Accenture)
Subject: Marketing / Sales
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