microsoft power point - ch07

8/3/2019 Microsoft Power Point - Ch07

1/104

Dem

ographics,

Psycho

graphics,and

Pe

rsonality

C

HAPTER

7


2/104

AnalyzingandPred

icting

Consumer

Behavior

Demograp

hics

Personality

PersonalValues

Lifestyles


3/104

AnalyzingandPred

icting

Consumer

Behavior

Demograp

hicsisthesize,

structure,

anddistributionofa

population


4/104

AnalyzingandPred

icting

Consumer

Behavior

Demograp

hicsisthesize,

structure,

anddistributionofa

population

Marketers

usedemo

graphic

analysisa

smarkets

egment

descriptorsandintrendanaly

sis


5/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Consumeranalysts

usedemo-

graphictrendstopredictchan

ges

indemand

forandc

onsumptionof

specificproductsan

dservices


6/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Consumeranalysts

usedemo-


ges

indemand

forandc

onsumptionof

specificproductsan

dservices

Demograp

hicanalysisprovide

s

informatio

nforsocialpolicy


7/104

DemographicAnaly

sisand

SocialPolicy

Demograp

hicsused

inanalyzing

policyque

stionsrelatedtothe

aggregate

performanceof

marketing

insociety

(macroma

rketing)


8/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Consumeranalysts

usedemo-


ges

indemand

forandc

onsumptionof

specificproductsan

dservices

Demograp

hicanalysisprovide

s

informatio

nforsocialpolicy

Industrial

demandis

ultimately

derivedfromconsumerdemand


9/104

Demographicand

In

dustrialDemand

Analysiso

fdemographictrendsis

important

forindust

rialand

business-to-busines

smarketing

Inanindu

strialfirm,youmust

understan

dnotonly

the

customersminds,b

utalsothe

mindsofthecustom

ers

customers


10/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Demograp

hics

Chan

gingStruc

tureofMa

rkets

Geog

raphicFactors

Econ

omicReso

urces

GlobalMarkets


11/104

ChangingStructure

of

Consumer

Markets

Marketanalysisrequires

informatio

nabout

peoplewithnee

ds

abilitytobuy

willin

gnesstob

uy

authoritytobuy


12/104

ChangingStructure

of

Consumer

Markets

Howmanypeoplew

illtherebe?

birthrate

natur

alincrease

fertilityrate

totalfertilityrat

e

popu

lationmom

entum


13/104

ChangingStructure

of

Consumer

Markets

Birthrate:

numberoflivebirthsper

1,0

00populationinagivenyear

Naturalincrease:su

rplusofbirths

overdeathinagivenperiod

Fertilityra

te:numbe

roflivebirths

per1,0

00womenof

childbearing

age(15to

44years)


14/104

ChangingStructure

of

Consumer

Markets

Totalfertilityrate:averagenumber

ofchildrenthatwou

ldbeborn

alivetoawomandu

ringher

lifetimeifsheweretopassthr

ough

allofherchildbearin

gyears

conformin

gtoage-s

pecificfer

tility

ratesofa

givenyear


15/104

ChangingStructure

of

Consumer

Markets

Populationmomentum:future

growthof

anypopulationwillbe

influenced

byitspre

sentage

distributio

n


16/104

ChangingStructure

of

Consumer

Markets

Factorsaffectingbirthrates:

Agedistributionofpo

pulation

Familystructure

Socialattitudestowar

dfamily/children

Technolog

y


17/104

ChangingStructure

of

Consumer

Markets

Factorsaffectingbirthrates:

Agedistributionofpo

pulation

Familystructure

Socialattitudestowar

dfamily/children

Technolog

y

Increasing

lifeexpectancy

Immigrationreprese

ntsabout

30%

ofannual

growthin

UnitedSta

tes


18/104

U

.S.

Popula

tionProjections


19/104

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


20/104

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


21/104

ChildrenA

sConsum

ers

Projectedincreaseinnumberof

youngchildrenbetw

een2000and

2010


22/104

ChildrenA

sConsum

ers

Projectedincreaseinnumberof

youngchildrenbetw

een2000and

2010

Theimportanceofchildrenas

consumersincrease

sevenmo

re,

withthehigherproportionoffirst-

orderbabiesgeneratinghigher

demandfo

rqualityp

roductsand

services


23/104

ChildrenA

sConsum

ers

Mostparentsdomostofthebuying

Childreno

fteninvolv

edinfamily

purchasingdecision

s

Childreno

ftenhavetheirown

abilitytob

uy


24/104

Generation

Y

Borninthe1980san

dearly1990s

with72millionmembers

Greaterne

edforpee

racceptan

ce,

whichofte

nguidesp

roductan

d

brandchoice

Morelikelytoswitch

brandsquicker

thanother

segments

Teenslike

thesocialaspectso

f

shoppingwithfriend

s


25/104

A

ppealingtoGenerationY


26/104

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


27/104

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


28/104

YoungAga

inMarke

t

Alsoreferredtoasm

aturemarket,

seniors,andelderly

Theseseg

mentsare

expected

to

growsubstantially

Despiteadvancedchronologic

age,

manyinth

issegmentfeel,think,

andbuyyoung


29/104

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


30/104

YoungAga

inMarke

t

Important

segmenta

tionvariables

forthisgroupinclud

ehealth,

activitylevel,discretionarytim

e,

engageme

ntinsociety,andgender

Communicatingwiththissegm

ent

oftenrequ

iresaltera

tionof

traditionalmessagesandmaterials

-larger

typeandbrightcolors

-newspapersandAMradio

-sensitivetorevealingtheirage


31/104

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


32/104

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


33/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Demograp

hics

AgeStructureo

fMarkets

Geog

raphicFactors

Econ

omicReso

urces

GlobalMarkets


34/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Demograp

hics

AgeStructureo

fMarkets

Geog

raphicFactors

Econ

omicReso

urces

GlobalMarkets


35/104

ChangingG

eograph

yofDem

and

G

eodemography,refe

rstowher

e

peoplelive,

howthey

earnand

spendtheir

money,andother

socioecono

micfactor

s


36/104

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


37/104

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


38/104

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


39/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Demograp

hics

AgeStructureo

fMarkets

Geog

raphicFactors

Econ

omicReso

urces

GlobalMarkets


40/104

Economic

Resources

T

heabilitytobuy,

typ

icallymea

sured

b

yincomeandwealth


41/104

Economic

Resources

Income:mo

neyfrom

wagesand

s

alariesas

wellasinterestand

w

elfarepay

ments


42/104

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


43/104

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


44/104

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


45/104

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


46/104

TargetingtheUpMarket

S

hopdiscou

ntstores,u

secoupons,

a

ndwaitfor

sales

M

oreprinto

rientedincommunications

S

impleadsthatpromoteimage

C

redibilityo

fsourcesellingproduc

t

P

roductreviewsinfluen

cethisgrou

p


47/104

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


48/104

TargetingtheDown

Market

P

rovidegoo

dproducts

atreasonab

le

p

rices

M

aintaining

attractivestores

O

fferingstylishandup-

to-dateproducts

H

avefriendl

yemployeesthattreat

c

ustomersw

ithrespect


49/104

DemographicAnaly

sisto

PredictConsumerB

ehavior

Demograp

hics

AgeStructureo

fMarkets

Geog

raphicFactors

Econ

omicReso

urces

GlobalMarkets


50/104

GlobalMarketAnalysis

T

hemostattractivem

arketsare

c

ountriesthataregro

wingboth

in

p

opulation

andineco

nomic

resources


51/104


T

hemostattractivem

arketsare

c

ountriesthataregro

wingboth

in

p

opulation

andineco

nomic

resources

W

hichcountrieswillgrowthem

ost

inthefuture?


52/104


T

hemostattractivem

arketsare

c

ountriesthataregro

wingboth

in

p

opulation

andineco

nomic

resources

W

hichcountrieswillgrowthem

ost

inthefuture?

W

hichcountries

h

avethehighest

p

ercapitaincome?


53/104


L

owincomecountriesofferan

a

dvantagetofirmslookingtobuy

p

roductsfromthelow

est-cost

s

ource

T

herearep

ocketsof

c

onsumers

whoare

a

bletobuy

products,

e

veninthe

poorest

c

ountries


54/104

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


55/104

Consumer

Behaviorin

th

ePacific

Rim


56/104

Consumer

Behaviorin

th

ePacific

Rim

SouthAs

ia

India

China

Australia

Japan


57/104

Consumer

Behaviorin

LatinAmerica


58/104

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


59/104

Consumer

Behaviorin

EasternEu

rope


60/104

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


61/104

Consumer

BehaviorinTheE

U


62/104

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


63/104

Consumer

BehaviorinTheE

U

E

fficienciesincludelogistics,

financialar

rangemen

ts,and

m

arketingeconomies

ofscale

M

arketerscanapproachEuropeas

a

singlema

rket,butn

ationalidentity

s

tillexistsamongconsumers


64/104

AnalyzingandPred

icting

Consumer

Behavior

Demograp

hics

Personality

PersonalValues

Lifestyles


65/104

Personality

consisten

tresponsesto

environm

entalstimuli

anindivid

ualsuniqu

epsychological

makeup,whichconsistently

influenceshowthepersonrespo

nds

tohisorherenvironment

Personality:


66/104

Personality

Howdoes

personalityinfluenc

e

consumer

behavior?

Personality:

PsychoanalyticThe

ory

Sociops

ychologicalTheory

Trait-FactorTheory


67/104

Personality

Humanpersonalitysystemconsistsof

theid,ego,andsupe

rego

Thedynamicinteractionofthese

resultsin

unconsciousmotivatio

ns

thatarem

anifestedinobserved

humanbe

havior

Personalityisderivedfromconflict

betweenthedesireto

satisfyphysical

needsandtheneeds

tobea

contributingmember

ofsociety

Psychoan

alytictheo

ry


68/104

Personality

Personalityisaresultofmoreth

an

justsubconsciousdrives

Someadv

ertisingisinfluencedb

y

psychoan

alyticapproach

Psychoan

alytictheo

ry


69/104

Personality

Recogniz

esinterdependenceof

the

individualandsociet

yindividual

strivesto

meetneedsofsociety

and

societyhelpsindividualattain

personal

goals

Socialvariables(rath

erthan

biologicalinstinct)aremostimportant

inshapingpersonality

Behavioralmotivationisdirectedto

meetthos

eneeds

Sociopsychological

Theory


70/104

Personality

Personm

aybuyaproductthat

symbolizesanunatta

inableor

unacceptablegoaltheacquisition

fulfillssomesubconsciousforb

idden

desire

Sociopsychological

Theory


71/104

Personality

Quantitativeapproac

htoperson

ality

Personalitymadeup

oftraits:an

y

distinguis

hable,relativelyenduring

wayinwh

ichoneind

ividualdiffe

rs

fromanother

Understandingconsumertraitscanbe

usefulinmarketingp

lanning

Trait-FactorTheory


72/104

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


73/104

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


74/104

Predicting

BuyerBe

havior

Research

typicallya

ttemptsto

find

relationsh

ipsbetweenpersonality

variablesandconsu

merbehaviors


75/104

Predicting

BuyerBe

havior

Research

typicallya

ttemptsto

find

relationsh


variablesandconsu

merbehaviors

Research

triedtopredictbrand

andstore

preferencebasedon

personalitybutwith

poorresu

lts


76/104

Predicting

BuyerBe

havior

Research

typicallya

ttemptsto

find

relationsh


variablesandconsu

merbehaviors

Research

triedtopredictbrand

andstore

preferencebasedon

personalitybutwith

poorresu

lts

Personalityisjustonevariablein

theconsu

merdecisionmaking

process


77/104

AnalyzingandPred

icting

Consumer

Behavior

Demograp

hics

Personality

PersonalValues

Lifestyles


78/104

PersonalV

alues

Represen

tconsumer

beliefsabo

utlife

andacceptablebehavior

Unlikeatt

itudes,valu

estranscen

d

situations

oreventsandaremor

e

enduring

becausetheyaremore

centralin

thepersonalitystructu

re

Values:


79/104

PersonalV

alues

Represen

tthreeuniv

ersal

requirements:

biologicalneeds,req

uisitesof

coordinatedsocialin

teraction,and

demands

forgroups

urvivaland

functioning

Valuesex

presstheg

oalsthat

motivatepeopleand

theappropriate

waystoa

ttainthosegoals

Values:


80/104

PersonalV

alues

Socialvaluesdefine

normal

behaviorforasocietyorgroup

Personalvaluesdefinenormal

behaviorforanindividual

Personalvaluesreflectthechoices

anindividualmakes

fromthe

varietyof

socialvaluesorsocial

systemstowhichth

eyareexp

osed

Individualspickand

choosew

hich

socialvaluestoemp

hasize


81/104

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


82/104

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


83/104

RokeachValueScal

e(RVS)


84/104

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


85/104

S

tructuralR

elationof

Motivational

V

alueTypes


86/104

Exem

plaryValues

V

alueType


87/104

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


88/104

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


89/104

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


90/104

Identifying

whichpro

ductattrib

ute

a

ppealsto

whichvalue-based

s

egmentcanguidea

lternative

a

dvertising

andmark

etingstrategies

Valuesand

Consum

erDecision

Process


91/104


92/104

LifestyleC

oncepts

Lifestyle:patternsin

whichpeople

liveandsp

endtimeandmoney

Reflectsa

personsactivities,

interests,andopinio

nsaswellas

demographicvariables


93/104

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


94/104

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


95/104

LifestyleC

oncepts

Demograp

hicsprofilewhobuy

s

productsw

hereaspsychograp

hics

focusonw

hytheybuy

AIOmeasures:activ

ities,

interests,

andopinio

nsofconsumers


96/104

AIOCatego

riesofLif

estyleStu

dies


97/104

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


98/104

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


99/104

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


100/104

VALSTMLifes

tyleSegments


101/104

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


102/104

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


103/104

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


104/104

alLife

styles

eased

globalizationrequire

s

marke

tingstrate

gybe

easing

lyplanned

onaglob

al

s STMan

dotherap

proaches

are

gusedtoidentifylifestyle

ments

acrosscountrybord

ers

segmentinterna

tionalmar

kets

microsoft power point - ch07

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