segmenting consumers

8/3/2019 Segmenting Consumers

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Segmenting consumersfor food defense

communicationstrategies

Dennis Degeneffe, Jean Kinsey, Thomas Stinson andKoel GhoshDepartment of Applied Economics, University of Minnesota,

St Paul, Minnesota, USA



I cannot understand, why the terrorists have not attacked our

food supply because it is so easy to do. Tommy G. Thompson

(december 2004).

Paper ini merupakan laporan penelitian.

Metode yang digunakan adalah predictive segmentation

untuk mengidentifikasi 6 segmen konsumer.



Segment One uncommitted

cest la vie believe that health threats in the news are overblown (149

index in Appendix 5,meaning that uncommitted cest la vie

are 49 percent more likely than the general sample to agree

with the statement that healthy threats in the news are

overblown).

segment includes people of all ages but there is greater

tendency for them to be 18 and 24 years of age, and male.



Segment two . The

intelligentsia hunger for learning and experience

The intelligentsia view themselves as more knowledgeable

than most people and more in tune with reality.

they are 47 percent more likely to have a post graduatedegree. Additionally they are more likely to be male, be older

(50 þ years of age) and live in a 1-2 person household



Segment three . The fear

tethered the consumer segment with the greatest sense of fear in

general and concern with respect to a potential terrorist

attack.

They have a higher likelihood (than the general population) of

being between the ages of 30 and 44, female, less educated,

and have three or more members in their household



Segment four . The principled

and self-disciplined can be best characterized as planners.

They deal with future uncertainty through preparation and

self-discipline, for example they maintain a healthy lifestyle,

and eat a balanced diet, and from a nancial standpoint they

maintain a budget and set aside money for major purchases.

with their strongest tendency to being aged 50 or older.

Additionally they have a slightly higher likelihood of being

white, female, and living in two person households



Segment ve .

Predestinarians They trust in the countrys leadership, and are generally

optimistic toward the future, expecting that things will not be

that different from the past.

much more likely than the general population to be under the

age of 40, and be less educated having a high school

diploma to associates college degree.



Segment six . The optimistic

and self-reliant tend to be focused on nancial security through saving and

having insurance policies in place.

They tend to be more educated, and live in larger population

centers. Their age range (25-45) tends to reect the life stage

where priorities involve family, career, and social standing



Fear tethered

What to communicate:

Clarify what the real threats are. Provide perspective for

personal vulnerabilities. Calm fears

How to communicate:

Establish a credible ofcial source of information, one that

lters out any sensationalism that may be present in news

media



Principled and self-disciplined


Provide guidance for how to prepare for an attack how to

safeguard family and loved ones. Provide a step-by-step

process for what to do in the event of an attack.

How to communicate:

Create documentary type of

programming featuring a credible spokesperson to provide the

guidance someone with a trustworthy image, and an ability

to relate to consumer life styles



Intelligentsia


Address concerns regarding condence leadership and

infrastructure. Make planning and intervention strategies

more transparent

How to communicate:

Provide verication or corroboration from trusted institutions

like universities



Predestinarians


Enlist support, and make it clear that it is every citizens

responsibility to be diligent/involved. Create a sense of

empowerment in affecting the outcome of a potential attack

How to communicate:

Develop local and grass roots outreach programs. Find ways

to communicate through civic and church groups



Optimistic and self-reliant


Provide guidance for managing economic concerns. Provide a

broad picture of impact on America and nancial sectors.

Calm economic concerns

How to communicate:

Enlist experts from nancial community and publications.

Place articles in such media as theWall Street Journal



Uncommitted cest la vie


Create an awareness of the reality of the risks the need for

vigilance, and where to turn when an event occurs

How to communicate:

Develop websites and blogs. Use public service announcement

in entertainment/lifestyle media

segmenting consumers

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