microsoft power point - ch07
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Dem
ographics,
Psycho
graphics,and
Pe
rsonality
C
HAPTER
7
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AnalyzingandPred
icting
Consumer
Behavior
Demograp
hics
Personality
PersonalValues
Lifestyles
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AnalyzingandPred
icting
Consumer
Behavior
Demograp
hicsisthesize,
structure,
anddistributionofa
population
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AnalyzingandPred
icting
Consumer
Behavior
Demograp
hicsisthesize,
structure,
anddistributionofa
population
Marketers
usedemo
graphic
analysisa
smarkets
egment
descriptorsandintrendanaly
sis
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Consumeranalysts
usedemo-
graphictrendstopredictchan
ges
indemand
forandc
onsumptionof
specificproductsan
dservices
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Consumeranalysts
usedemo-
graphictrendstopredictchan
ges
indemand
forandc
onsumptionof
specificproductsan
dservices
Demograp
hicanalysisprovide
s
informatio
nforsocialpolicy
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DemographicAnaly
sisand
SocialPolicy
Demograp
hicsused
inanalyzing
policyque
stionsrelatedtothe
aggregate
performanceof
marketing
insociety
(macroma
rketing)
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Consumeranalysts
usedemo-
graphictrendstopredictchan
ges
indemand
forandc
onsumptionof
specificproductsan
dservices
Demograp
hicanalysisprovide
s
informatio
nforsocialpolicy
Industrial
demandis
ultimately
derivedfromconsumerdemand
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Demographicand
In
dustrialDemand
Analysiso
fdemographictrendsis
important
forindust
rialand
business-to-busines
smarketing
Inanindu
strialfirm,youmust
understan
dnotonly
the
customersminds,b
utalsothe
mindsofthecustom
ers
customers
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Demograp
hics
Chan
gingStruc
tureofMa
rkets
Geog
raphicFactors
Econ
omicReso
urces
GlobalMarkets
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ChangingStructure
of
Consumer
Markets
Marketanalysisrequires
informatio
nabout
peoplewithnee
ds
abilitytobuy
willin
gnesstob
uy
authoritytobuy
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ChangingStructure
of
Consumer
Markets
Howmanypeoplew
illtherebe?
birthrate
natur
alincrease
fertilityrate
totalfertilityrat
e
popu
lationmom
entum
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ChangingStructure
of
Consumer
Markets
Birthrate:
numberoflivebirthsper
1,0
00populationinagivenyear
Naturalincrease:su
rplusofbirths
overdeathinagivenperiod
Fertilityra
te:numbe
roflivebirths
per1,0
00womenof
childbearing
age(15to
44years)
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ChangingStructure
of
Consumer
Markets
Totalfertilityrate:averagenumber
ofchildrenthatwou
ldbeborn
alivetoawomandu
ringher
lifetimeifsheweretopassthr
ough
allofherchildbearin
gyears
conformin
gtoage-s
pecificfer
tility
ratesofa
givenyear
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ChangingStructure
of
Consumer
Markets
Populationmomentum:future
growthof
anypopulationwillbe
influenced
byitspre
sentage
distributio
n
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ChangingStructure
of
Consumer
Markets
Factorsaffectingbirthrates:
Agedistributionofpo
pulation
Familystructure
Socialattitudestowar
dfamily/children
Technolog
y
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ChangingStructure
of
Consumer
Markets
Factorsaffectingbirthrates:
Agedistributionofpo
pulation
Familystructure
Socialattitudestowar
dfamily/children
Technolog
y
Increasing
lifeexpectancy
Immigrationreprese
ntsabout
30%
ofannual
growthin
UnitedSta
tes
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U
.S.
Popula
tionProjections
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ChangingU.S.AgeDistribution
C
hangesin
agedistributionaffects
thetypesofproducts
andservices
thatwillbe
boughtan
dconsum
edin
thefuture
C
ohortanalysisisfundamental
to
u
nderstand
ingchang
ingconsu
mer
m
arkets
A
cohortis
anygroup
ofindivid
uals
linkedasa
groupins
omeway
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ChangingU.S.AgeDistribution
T
hekeytocohortana
lysisis
e
xaminingtheinfluen
cesthata
re
s
haredbym
ostpeopleinaspe
cific
g
roup
U
ltimately,
theseinflu
encesaffect
c
onsumerdecisionprocessesand
thetypesofproducts
,brands,and
retailersco
nsumersp
referwhen
responding
toafirmsmarketin
g
s
trategy
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ChildrenA
sConsum
ers
Projectedincreaseinnumberof
youngchildrenbetw
een2000and
2010
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ChildrenA
sConsum
ers
Projectedincreaseinnumberof
youngchildrenbetw
een2000and
2010
Theimportanceofchildrenas
consumersincrease
sevenmo
re,
withthehigherproportionoffirst-
orderbabiesgeneratinghigher
demandfo
rqualityp
roductsand
services
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ChildrenA
sConsum
ers
Mostparentsdomostofthebuying
Childreno
fteninvolv
edinfamily
purchasingdecision
s
Childreno
ftenhavetheirown
abilitytob
uy
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Generation
Y
Borninthe1980san
dearly1990s
with72millionmembers
Greaterne
edforpee
racceptan
ce,
whichofte
nguidesp
roductan
d
brandchoice
Morelikelytoswitch
brandsquicker
thanother
segments
Teenslike
thesocialaspectso
f
shoppingwithfriend
s
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A
ppealingtoGenerationY
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Generation
X(Youn
gAdults)
Segmento
f25-to-34
yearolds
is
decliningbutwillhaveaslight
increasew
iththeinc
lusionofolder
GenYcon
sumers
Needtobu
yproduct
stosetup
household
sandforyoungchildren
Withmany
needsan
dgreater
financialrestraints,theyoften
shop
atvalue-orientedretailers
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BabyBoom
ersorM
uppies
Thisgroup
(45to64
years)is
projectedtogrowby
19million
by
2010
Goodmarketforluxurytravel,
spas,
healthclubs,cosmetics,salon
s,
diet
plansfood
s,andhea
lthfoods
Grouprepresentsthegreatest
share
oftheworkforce,
the
greatestshare
ofincome,andtheg
reatestshareof
votingpow
er,andpoliticalinfluence
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YoungAga
inMarke
t
Alsoreferredtoasm
aturemarket,
seniors,andelderly
Theseseg
mentsare
expected
to
growsubstantially
Despiteadvancedchronologic
age,
manyinth
issegmentfeel,think,
andbuyyoung
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YoungAga
inMarke
t
Cognitive
age:thea
geone
perceives
onesself
tobe
Cognitive
ageismeasuredin
termsofh
owpeople
feelandact,
expressin
terests,andperceiv
e
theirlooks
Canbeus
edwithch
ronologic
age
tobettertargetsegm
ents,create
moreeffectiveconte
nt,andse
lect
themostefficientmediachannels
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YoungAga
inMarke
t
Important
segmenta
tionvariables
forthisgroupinclud
ehealth,
activitylevel,discretionarytim
e,
engageme
ntinsociety,andgender
Communicatingwiththissegm
ent
oftenrequ
iresaltera
tionof
traditionalmessagesandmaterials
-larger
typeandbrightcolors
-newspapersandAMradio
-sensitivetorevealingtheirage
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M
acromarketingtoanAging
Population
Theaging
populatio
nsoftheU
nited
States,Japan,
Canada,andEu
rope
willhaveenormous
effectson
macromarketingandsocialpo
licy
Youngerc
onsumers
mayhave
considera
blylessfinancial
resources
attheirdisposaldueto
futurecon
tributions
toSocial
Securitya
ndMedica
re
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M
acromarketingtoanAging
Population
Onesolutiontothis
problem
includesincreasing
theageat
which
benefitsb
egin,
thus
changing
the
ageatwhichpeople
and
organizationsexpec
ttoretire
Quasi-retirementisanotherop
tion
wheremoreexperiencedwork
ersfill
inforyoungerworkersduring
vacations,sabbaticals,
training,or
maternity
leaves
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Demograp
hics
AgeStructureo
fMarkets
Geog
raphicFactors
Econ
omicReso
urces
GlobalMarkets
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Demograp
hics
AgeStructureo
fMarkets
Geog
raphicFactors
Econ
omicReso
urces
GlobalMarkets
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ChangingG
eograph
yofDem
and
G
eodemography,refe
rstowher
e
peoplelive,
howthey
earnand
spendtheir
money,andother
socioecono
micfactor
s
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ChangingG
eograph
yofDem
and
G
eodemography,refe
rstowher
e
peoplelive,
howthey
earnand
spendtheir
money,andother
socioecono
micfactor
s
T
hestudyofdemandre
latedto
g
eographicareasassum
esthatpeople
w
holiveinp
roximityto
oneanothe
ralso
s
haresimila
rconsumpt
ionpatternsand
p
references
C
itiesareth
emostimportantunito
f
a
nalysisinm
ostmarketingplans
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ChangingG
eograph
yofDem
and
M
etropolitan
statistical
area(MSA):a
f
ree-standin
gmetropoli
tanarea
s
urrounded
bynon-met
ropolitan
c
ountiesandnotcloselyrelatedto
other
m
etropolitan
areas
P
rimaryMSA(PMSA):m
etropolitan
area
c
loselyrelat
edtoanothercity
C
onsolidate
dMSA(CMSA):agrouping
o
fcloselyre
latedPMSA
s
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ChangingG
eograph
yofDem
and
T
hegreatestgainsinpo
pulationare
e
xpectedin
California,TexasandF
lorida
T
hesestatesareconsid
eredprime
c
andidatesfornewstor
escompare
dto
o
therstates
wherepopulationsmaybe
d
eclining
G
rowthrate
maybedec
eptiveunlessthe
s
izeofthep
opulationis
alsotaken
into
a
ccount
G
eographic
variablesaffectmany
c
omponents
ofafirms
marketings
trategy
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Demograp
hics
AgeStructureo
fMarkets
Geog
raphicFactors
Econ
omicReso
urces
GlobalMarkets
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Economic
Resources
T
heabilitytobuy,
typ
icallymea
sured
b
yincomeandwealth
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Economic
Resources
Income:mo
neyfrom
wagesand
s
alariesas
wellasinterestand
w
elfarepay
ments
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Economic
Resources
W
hatconsumersthin
kwillhappenin
thefuture(consumer
confidenc
e)
h
eavilyinfluencesconsumption
Influenceswhetherconsumers
will
increasetheirdebtor
deferspe
nding
topayoffd
ebt
M
easureso
fconsumerconfidence
a
reimporta
ntinmakingdecisio
ns
a
boutinven
torylevels,staffing,or
p
romotiona
lbudgets
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Economic
Resources
Income:mo
neyfrom
wagesand
s
alariesas
wellasinterestand
w
elfarepay
ments
W
ealth:am
easureof
afamilys
net
w
orthoras
setsinthingssuchas
b
ankaccou
nts,stock
s,andahome,
m
inusitsliabilitiessu
chashom
e
m
ortgagea
ndcreditcardbalan
ces
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Economic
Resources
N
etworthinfluences
willingnes
sto
s
pendbutnotnecess
arilyabilityto
s
pend,
becausemuchwealthis
not
liquidandc
annotbespenteasily
H
owmuch
peopleaccumulateover
theyearsis
moreafu
nctionofhow
m
uchtheysaverathe
rthanhow
m
uchtheyearn
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TargetingtheUpMarket
T
hesuperaffluentrepresentthetop
q
uintileofconsumersintermsof
i
ncome
H
ouseholds
oftenconsistsoftwo
i
ncomeearn
erswhopla
ceahigh
v
alueontim
e
T
heyvaluee
xtraservicesprovided
b
ysomeretailers
S
avingmoneyisasimp
ortantas
s
pendingitformanyindividualsin
t
hisgroup
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TargetingtheUpMarket
S
hopdiscou
ntstores,u
secoupons,
a
ndwaitfor
sales
M
oreprinto
rientedincommunications
S
impleadsthatpromoteimage
C
redibilityo
fsourcesellingproduc
t
P
roductreviewsinfluen
cethisgrou
p
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TargetingtheDown
Market
T
hroughout
theworld,t
hemajority
o
fconsumersarelowin
come
R
etailerssuchasWal*M
arthave
f
oundsucce
ssbyprovi
dinggood
p
roductsat
reasonable
prices
C
loseoutsto
resofferbrandname
p
roductsat
deepdiscountstoatall
i
ncome-leve
lconsumers
D
ollarstoresareoneof
thefastest
g
rowingreta
ilcategorie
s
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TargetingtheDown
Market
P
rovidegoo
dproducts
atreasonab
le
p
rices
M
aintaining
attractivestores
O
fferingstylishandup-
to-dateproducts
H
avefriendl
yemployeesthattreat
c
ustomersw
ithrespect
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DemographicAnaly
sisto
PredictConsumerB
ehavior
Demograp
hics
AgeStructureo
fMarkets
Geog
raphicFactors
Econ
omicReso
urces
GlobalMarkets
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GlobalMarketAnalysis
T
hemostattractivem
arketsare
c
ountriesthataregro
wingboth
in
p
opulation
andineco
nomic
resources
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GlobalMarketAnalysis
T
hemostattractivem
arketsare
c
ountriesthataregro
wingboth
in
p
opulation
andineco
nomic
resources
W
hichcountrieswillgrowthem
ost
inthefuture?
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GlobalMarketAnalysis
T
hemostattractivem
arketsare
c
ountriesthataregro
wingboth
in
p
opulation
andineco
nomic
resources
W
hichcountrieswillgrowthem
ost
inthefuture?
W
hichcountries
h
avethehighest
p
ercapitaincome?
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GlobalMarketAnalysis
L
owincomecountriesofferan
a
dvantagetofirmslookingtobuy
p
roductsfromthelow
est-cost
s
ource
T
herearep
ocketsof
c
onsumers
whoare
a
bletobuy
products,
e
veninthe
poorest
c
ountries
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EmergingMarkets
M
arketingp
rogramsshouldfoc
us
o
ncreating
brandawareness
(becausecompetitors
willfollow)
a
ndstimula
tingproducttrial
M
arketersm
ayhavetoteach
c
onsumers
aboutpro
ductstakenfor
g
ranted(de
odorant)
P
roductsm
ayhaveto
beadaptedto
localvalues
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Consumer
Behaviorin
th
ePacific
Rim
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Consumer
Behaviorin
th
ePacific
Rim
SouthAs
ia
India
China
Australia
Japan
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Consumer
Behaviorin
LatinAmerica
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Consumer
Behaviorin
LatinAmerica
S
omeofthemostattractivema
rkets
includeBra
zil,Venezuela,
Colombia,
A
rgentina,andChile
M
ostcountrieshavehigh
p
opulation
growthrates,moderately
h
ighincom
esclosep
roximity
Intermarketsegmentationprovides
a
basistoidentifysegmentsthat
c
anaffordcertainitems
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Consumer
Behaviorin
EasternEu
rope
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Consumer
Behaviorin
EasternEu
rope
T
heattractivenessof
Eastern
E
uropeanm
arketslie
sintheir
s
imilarpreferencestoWestern
c
onsumers
H
ungaryan
dPolandhavereceived
m
uchatten
tionfromglobal
m
arketers
M
arketershavelaunc
hedamyr
iad
o
fsuccessfulbrands
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Consumer
BehaviorinTheE
U
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Consumer
BehaviorinTheE
U
T
heEUisa
marketla
rgerthanthe
U
nitedStat
es
E
xtremelylowpopula
tiongrowth
m
akescustomerretention
e
xtremelyimportantformarketers
P
roductsandpeople
moveacross
b
orderseasily
E
fficienciesincludelogistics,
financialar
rangemen
ts,and
m
arketingeconomies
ofscale
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Consumer
BehaviorinTheE
U
E
fficienciesincludelogistics,
financialar
rangemen
ts,and
m
arketingeconomies
ofscale
M
arketerscanapproachEuropeas
a
singlema
rket,butn
ationalidentity
s
tillexistsamongconsumers
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AnalyzingandPred
icting
Consumer
Behavior
Demograp
hics
Personality
PersonalValues
Lifestyles
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Personality
consisten
tresponsesto
environm
entalstimuli
anindivid
ualsuniqu
epsychological
makeup,whichconsistently
influenceshowthepersonrespo
nds
tohisorherenvironment
Personality:
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Personality
Howdoes
personalityinfluenc
e
consumer
behavior?
Personality:
PsychoanalyticThe
ory
Sociops
ychologicalTheory
Trait-FactorTheory
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Personality
Humanpersonalitysystemconsistsof
theid,ego,andsupe
rego
Thedynamicinteractionofthese
resultsin
unconsciousmotivatio
ns
thatarem
anifestedinobserved
humanbe
havior
Personalityisderivedfromconflict
betweenthedesireto
satisfyphysical
needsandtheneeds
tobea
contributingmember
ofsociety
Psychoan
alytictheo
ry
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Personality
Personalityisaresultofmoreth
an
justsubconsciousdrives
Someadv
ertisingisinfluencedb
y
psychoan
alyticapproach
Psychoan
alytictheo
ry
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Personality
Recogniz
esinterdependenceof
the
individualandsociet
yindividual
strivesto
meetneedsofsociety
and
societyhelpsindividualattain
personal
goals
Socialvariables(rath
erthan
biologicalinstinct)aremostimportant
inshapingpersonality
Behavioralmotivationisdirectedto
meetthos
eneeds
Sociopsychological
Theory
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Personality
Personm
aybuyaproductthat
symbolizesanunatta
inableor
unacceptablegoaltheacquisition
fulfillssomesubconsciousforb
idden
desire
Sociopsychological
Theory
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Personality
Quantitativeapproac
htoperson
ality
Personalitymadeup
oftraits:an
y
distinguis
hable,relativelyenduring
wayinwh
ichoneind
ividualdiffe
rs
fromanother
Understandingconsumertraitscanbe
usefulinmarketingp
lanning
Trait-FactorTheory
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Personality
Assumes
thattraitsa
recommon
to
manyindividualsand
varyinabsolute
amounts
amongindividuals
Traitsare
relativelys
tableandexert
fairlyuniv
ersaleffectsonbehavior
regardles
softheenv
ironmental
situation
Traitscan
beinferred
fromthe
measurem
entofbehavioralindic
ators
Trait-FactorTheory
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Personality
Traittheo
ryismostu
sefulto
marketing
strategists
indeveloping
brandpersonalitythepersonality
consumersinterpret
fromaspec
ific
brand
Brandsm
aybechara
cterizedas
old-
fashioned
,modern,fun,provoca
tive,
masculine,orglamorous
Trait-FactorTheory
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Predicting
BuyerBe
havior
Research
typicallya
ttemptsto
find
relationsh
ipsbetweenpersonality
variablesandconsu
merbehaviors
-
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Predicting
BuyerBe
havior
Research
typicallya
ttemptsto
find
relationsh
ipsbetweenpersonality
variablesandconsu
merbehaviors
Research
triedtopredictbrand
andstore
preferencebasedon
personalitybutwith
poorresu
lts
-
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Predicting
BuyerBe
havior
Research
typicallya
ttemptsto
find
relationsh
ipsbetweenpersonality
variablesandconsu
merbehaviors
Research
triedtopredictbrand
andstore
preferencebasedon
personalitybutwith
poorresu
lts
Personalityisjustonevariablein
theconsu
merdecisionmaking
process
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AnalyzingandPred
icting
Consumer
Behavior
Demograp
hics
Personality
PersonalValues
Lifestyles
-
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PersonalV
alues
Represen
tconsumer
beliefsabo
utlife
andacceptablebehavior
Unlikeatt
itudes,valu
estranscen
d
situations
oreventsandaremor
e
enduring
becausetheyaremore
centralin
thepersonalitystructu
re
Values:
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PersonalV
alues
Represen
tthreeuniv
ersal
requirements:
biologicalneeds,req
uisitesof
coordinatedsocialin
teraction,and
demands
forgroups
urvivaland
functioning
Valuesex
presstheg
oalsthat
motivatepeopleand
theappropriate
waystoa
ttainthosegoals
Values:
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PersonalV
alues
Socialvaluesdefine
normal
behaviorforasocietyorgroup
Personalvaluesdefinenormal
behaviorforanindividual
Personalvaluesreflectthechoices
anindividualmakes
fromthe
varietyof
socialvaluesorsocial
systemstowhichth
eyareexp
osed
Individualspickand
choosew
hich
socialvaluestoemp
hasize
-
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RokeachV
alueScale(RVS)
V
aluesare
concernedwithgoa
lsand
w
aysofbe
havingtoobtainthem
V
aluesare
enduringbeliefstha
t
s
pecificmodesofco
nductore
nd
s
tatesofexistencearepersona
llyor
s
ociallypreferableto
opposing
m
odesofc
onductor
endstatesor
e
xistence
-
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RokeachV
alueScale(RVS)
R
VSaskspeopletor
ankthe
importanceofaserie
sofgoals
and
w
aysofbe
havingwh
ichcanbe
a
nalyzedb
ywhateve
rvariablemight
b
eofinterestincons
umeranalysis
C
onsumer
analystsa
reusingv
alues
a
sacriterionforsegmentingth
e
p
opulation
intohomogeneous
g
roups
-
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RokeachValueScal
e(RVS)
-
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SchwartzV
alueSca
le(SVS)
Designed
tomeasur
eacompre-
hensivesetofvaluesthought
tobe
heldbyne
arlyevery
one
Valuesare
trans-situ
ationalgo
als
thatserve
theinterestofindividuals
orgroups
andexpre
ssoneof
ten
universalmotivation
sorvalue
types
Thetenva
luesandfourhigher-
ordervalu
edomains
representa
continuum
ofrelatedmotivatio
ns
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S
tructuralR
elationof
Motivational
V
alueTypes
-
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Exem
plaryValues
V
alueType
-
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Exem
plaryValues
V
alueType
Power
Authority,wealth
Achievement
Successful,capable
Hedonism
Pleasu
re,enjoyinglife
Stimulation
Daring
,excitinglife
Self-direction
Creativ
ity,curious
Universalism
Social
justice,equality
Benevolence
Helpful,honest
Tradition
Humble,devout
Conformity
Politen
ess,obedient
Security
Socialorder,clean
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Valuesand
Consum
erDecision
Process
P
ersonalvalueshelp
explainhowwe
a
nswerthe
question,
Isthisproduct
f
orme?
W
hileimpo
rtantinth
eneed
r
ecognitionstage,va
luesalsoaffect
c
onsumers
indeterm
iningevaluative
c
riteria
V
aluesinfluencethe
effectivenessof
c
ommunicationsprogramsand
are
e
nduringm
otivations
-
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Valuesand
Consum
erDecision
Process
L
addering:in-depthprobingdirected
t
owardunc
overinghigher-level
m
eaningsatboththe
benefit
(
attribute)levelandthevaluelevel
Itseekslin
kagesbetweenprod
uct
a
ttributes,
personalo
utcomes,
and
v
aluesthatservetostructure
c
omponentsofthecognitivenetwork
inaconsumersmind
-
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Identifying
whichpro
ductattrib
ute
a
ppealsto
whichvalue-based
s
egmentcanguidea
lternative
a
dvertising
andmark
etingstrategies
Valuesand
Consum
erDecision
Process
-
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LifestyleC
oncepts
Lifestyle:patternsin
whichpeople
liveandsp
endtimeandmoney
Reflectsa
personsactivities,
interests,andopinio
nsaswellas
demographicvariables
-
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LifestyleC
oncepts
Lifestyle:patternsin
whichpeople
liveandsp
endtimeandmoney
Reflectsa
personsactivities,
interests,andopinio
ns(AIO)a
s
wellasdemographic
variables
Sincelifes
tyleschan
gereadily
,
marketers
mustkeepresearch
methodsa
ndmarketingstrategies
current
-
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LifestyleC
oncepts
Psychogra
phics:an
operational
technique
tomeasur
elifestyles;it
providesq
uantitativemeasure
s
andcanbeusedwiththelarge
samplesn
eededfor
definition
of
marketsegments
Canalsob
eusedin
qualitative
researchtechniques
suchasfocus
groupsor
in-depthinterviews
-
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LifestyleC
oncepts
Demograp
hicsprofilewhobuy
s
productsw
hereaspsychograp
hics
focusonw
hytheybuy
AIOmeasures:activ
ities,
interests,
andopinio
nsofconsumers
-
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AIOCatego
riesofLif
estyleStu
dies
-
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M
arketSeg
mentatio
n
Developa
deeperun
derstandingof
asegmentordefine
segments
UseLikert
scaletoa
nswervarious
AIOstatem
ents
Gainunde
rstanding
ofcore
customers
lifestyles
betterand
developpackaginga
nd
communic
ationstrategiesthat
positionproductsto
theirvario
us
lifestyleat
tributes
-
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Valuesand
LifestyleSystem
VALSsu
ggeststhat
consumerbuy
productsan
dservicesandseek
experiences
thatfulfilltheir
characteristicpreferenceandgive
shape,subs
tance,and
satisfaction
to
theirlives
Anindividualsprimary
motivation
determines
whatinparticularabou
tthe
selforthew
orldgovernshisorher
activities
Primarymotivationsincludeideals
,
achievemen
tandself-e
xpression
-
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ValuesAndLifestyleSystem
Consumers
whoareprimarilymotivated
byidealsareguidedby
knowledge
and
principles
Consumers
primarilym
otivatedby
achievemen
tlookforproductsor
servicestodemonstratetheirsucc
ess
totheirpeers
Consumers
primarilym
otivatedby
self-
expression
desiresocialorphysical
activity,variety,andris
k
-
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VALSTMLifes
tyleSegments
-
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VALSTMTy
pes
In
novators:successful,sophisticated,
take-
chargeconsumerswithmanyresource
sand
highself-esteem.
Imageis
important
Thinkers:satisfied,mature,comfortab
le,
practicalpeop
lewholook
fordurability
,
value,andfun
ctionalityin
products
Achievers:motivatedbythedesirefor
achievement,
career-oriented,andpref
er
prestigebrand
sthatsigna
lsuccess.Social
livesrevolvea
roundfamily,placeofworship,
andwork
-
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Experiencers:
young,enth
usiastic,
imp
ulsive,
andlikerisktaking,variety,andexcitement.
Likenewandoff-beatprod
uctsandactivities
LikeThinkers:conservative,conventional,
andmotivated
byideals,w
ithbeliefsbased
oncodesofchurch,comm
unity,
family
,and
nation.
Buypr
ovenbrands
fromhome
countryandaregenerallyloyalconsum
ers
Strivers:concernedaboutapprovalan
d
opinionsofothersandsee
kself-definition,
security,andimageofsuc
cess.
Emula
te
th
osetheywa
nttobelike,
butlackresources
VALSTMTy
pes
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LikeExperiencers:expres
sthemselve
sand
experiencetheworldbyworkingonit.
Practicalpeop
lewhoares
elf-sufficient,live
w
ithinatraditionalcontext,andprefer
value
to
luxury
Survivors:liv
enarrowlyfocusedlives
with
fe
wresources
andreprese
ntamodest
m
arketformo
stproducts.
Theyarecautious
consumersan
dseeksafet
yandsecurity
VALSTMTy
pes
-
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alLife
styles
eased
globalizationrequire
s
marke
tingstrate
gybe
easing
lyplanned
onaglob
al
s STMan
dotherap
proaches
are
gusedtoidentifylifestyle
ments
acrosscountrybord
ers
segmentinterna
tionalmar
kets
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