Applying Schwarz’ Values to Segment Customers
1. Pick a brand.
2. Apply Schwarz’ basic values and associated goals and the four main groups of motivations
3. How could you use the motivational groups to segment customers for your chosen brand? Do the brand’s customers fall neatly into one of the four categories? Or two, three, or all of them? How do these values, goals, and motivations impact the consumers’ behavior or the marketing appeals that might be effective for each segment?
