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...
