The conversion model

Jan Hofmeyr and Butch Rice

The Conversion Model segments the market on the basis of brand attitudes and behaviours. From the viewpoint of a specific brand, it analyses the relationship of brand users in terms of four aspects: the degree to which the brand meets product expectations; the users' involvement in the category; the attractiveness of the alternatives; and the users' ambivalence in their brand choice.

The conversion model

Jan Hofmeyr & Butch Rice

The Conversion Model segments the market on the basis of brand attitude and brand behaviours. From the viewpoint of a specific brand, it segments the market into eight groups:

The brand relationship of brand users can be analysed in terms of four aspects:

  • The degree to which the brand meets product expectations;

  • The users' involvement in the category;

  • The attractiveness of the alternatives;

  • The users' ambivalence in their brand choice.

Insight into the distribution of different categories of users according to their attitude and behavioural profiles, as well as the...

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