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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill
Final consumers and their buying behavior

Video Concept Case - Absolut Vodka

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 4.

beliefsculturecues
psychographicexpectationattitudes
reference groupslifestyle



1

Video 5-1 (1362.0K) Images of quality and sophistication in the Absolut magazine ads are that give the vodka its premium image.
2

Video 5-2 (513.0K) People who are leaders in art and fashion are that Absolut drinkers look to when forming their attitudes about vodka.
3

Video 5-3 (1398.0K) Absolut is using segmentation of the vodka market rather than demographic segmentation. This kind of segmentation describes a target market based on their , , and . Thus, rather than targeting a specific age group or gender, Absolut is trying to appeal to a whole .
4

Video 5-4 (729.0K) When ordering Absolut by name, a customer’s is that they will be seen as cool, urbane, and knowledgeable.




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