Marketers are forever at a fix in order to get the exact dimensions of what the human mind is looking for. After much business research, four types have been identified especially relevant for the car and beer markets. The aspirational mind prefers distinctive yet widely available brands such as Mercedes, BMW, Sam Adams and Heineken accounting for over three-fifths of the beer market. Mainstream minds prefer brands that are typical of their respective industries and thus are attracted towards Chevrolet, Ford, Busch or Miller. Customers with unconventional choices prefer out of the ordinary brands such as the Mini or Stella. Peripheral brands are those lacking focus or uniqueness quotient. Brands such as Mitsubishi, Kia or Pabst work best in this segment which still accounts for about a fourth of car sales.

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