The conversion model

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...

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