This PPT slide, part of the 109-slide Market Entry Strategy Toolkit PowerPoint presentation, outlines a structured approach to understanding customer attitudes and behaviors, emphasizing the need to differentiate between customers and non-customers. The first section focuses on creating a comprehensive list of key behaviors and attitudes that drive profitability. This involves identifying actionable attitudes that influence purchase decisions and recognizing how these attitudes vary among different customer segments. The goal is to pinpoint behaviors that not only drive purchases, but also affect usage and cost efficiency.

The second section highlights the importance of data collection. A quantitative survey is recommended to gather insights from a representative sample of both customers and non-customers. This survey aims to assess their attitudes and behaviors, providing a foundation for further analysis. Additional data collection is also suggested to enhance segmentation efforts, ensuring that the insights gained are actionable and relevant.

The final part of the slide discusses conducting factor or cluster analysis to categorize the gathered data into distinct segments. This statistical approach places both customers and non-customers into segments based on their responses to key variables, such as attitudes, behaviors, and demographic profiles. By doing so, organizations can better understand the nuances of their customer base and tailor their strategies accordingly.

Overall, this slide serves as a guide for organizations looking to refine their customer targeting strategies. It emphasizes the importance of understanding the underlying attitudes and behaviors that drive customer decisions, ultimately leading to more effective segmentation and targeted marketing efforts.

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