Segmentation Task: Answer these questions based on Chevy's pickups.

1. Based on a visit to the company’s website and your over all impressions from any of the brand’s past and current advertising campaigns you have been exposed to, as best you can, identify the usual (typical) buyer of the company’s brand. In doing this, write a description of the persona of the buyer – i.e., what is the typical buyer like, his/her interests that relate to the brand, his/her lifestyle, and any other characteristic that would help the company in communicating with them. Based on your analyses about this brand, depict its brand position (compared to the primary competitors) on a perceptual map and discuss how you determined these positions.

2. User motivations: Why do individuals consume this product? What deep needs (e.g., freedom, safety, etc.) are relevant to their purchase? Depict these motivations on a means-end chain diagram.