Hybrid customer segementaion model: the layer grid

• Main Author: Chen, Wei Chang.
• Other Authors: Leong Kah Fai
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Engineering::Mechanical engineering::Prototyping
• Online Access: http://hdl.handle.net/10356/46146
• Institution: Nanyang Technological University

The project aims to look at the various psychographic tools, consumer behavior and personality theories, after which, to employ them into a new customer segmentation model. Tools and theories, including Values and Lifestyle Survey (VALS), LifeMatrix, MindBase, Foote, Cone & Belding (FCB) grid, Involvement Theory, Hierarchy of Effects, Economic Utility Model, Pavlovian Learning Theory and Freudian Theory have been studied. After studying the various tools and theories, a new segmentation model, the Layer Grid, is formed. The Layer Grid consists of different layers of four-quadrant grid. The basic variables included in the Layer Grid are involvement, thinking, feeling and cost. The approach taken in quantifying and comparing the variables in the Layer Grid is to give the each variable two distinct level; high and low. In addition, knowledge and patterns can be found from these segments after the analysts have analyzed and evaluated the result. The purpose of this study is to acquire relevant knowledge and pattern, which can then be used to create, redesign or reposition the product.