psycho graphic & life style

8/8/2019 Psycho Graphic & Life Style

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Psychographic & life style



A marketer aim to study and predict the

consumption behavior of the target

audience. For this relevant demographicscharacteristics are studied. However

sharing demographic traits doesn¶t mean

that the consumer will be displaying the

same consumption pattern .thus the

marketer needs to get an insight into the

demographic data to really identify ,

understand target consumers segmentsthat will share a set of preference for their

product and services .



psychographics can help a marketer fine tune its

offerings to meet the needs of different

segments. Psychographics involve the use of

psychological sociological & anthropologicalfactors to determine how the market is

segmented by the propensity of groups within

the market and their reason to make a particular

decision about a product, person, ideology or otherwise hold an attitude or use a medium



Psychographics is the science of using

psychology and demographics to better

understand consumers. In psychographicssegmentation buyers are divided into

different groups on the basis of :

psychological / Personality traits

Lifestyle

values



USES OF PSYCHO«. SEGMENT ATION

a) TO DEFINE THE T ARGET M ARKET IN TERMS OF

PRODUCT US AGE DESCRIPTION E.G:FREQU ANT USERS OR HE AVY USERS.

b) TO CRE ATE A NEW VIEW OF THE

M ARKET.PSYCHOGRAPIC SEGMENT ATION HELPS

GET AN INSIGHT THAT WHO EX ACTLY ARE USING A PRODUCT AND FOR WHAT PURPOSE.

c) TO POSITION THE PRODUCT- BY

UNDERST ANDING THE RE ASON OF PURCHASES

FOR A PRODUCT THE M ARKETER C AN

ACCORDINGLY POSITION HIS OFFERINGS THAT

FIT INTO THE CUSTOMERS LIFESTYLES.



d) To better communicate product attributes ±psychographics information can offer very usefulinput to advertisement creatives who can effectivelycommunicate about the product to the targetaudiences.

e) To develop overall strategy -understanding how a

product fits into a consumers lifestyle a marketer can identify opportunity for a new product and createan overall bus. Strategy.

f) To market social issues ± then the social issues like

drug addiction , smoking, alcoholism, familyplanning etc. can be easily addressed byunderstanding the consumers psychographics.



To identify as to which segmentation of

psychography does a customer fall into,

researcher use a battery of question . Theanalysis of this set of questionnaire group

the respondent into various segments.

A very well known segmentation

system is ³ the values & lifestyle ( VALS)

System´ developed at SRI international in

California. It uses 39 items to divide therespondents into 8 segments.



fulfilled

makers

strugglers

strivers

experiencers

believers

achievers

actualisers



The acronym VALS, (for "Values, Attitudes

and Lifestyles") is a psychographic

segmentation. It was developed in 1970s

and inaugurated in 1978 by Mitchell at SRI

International. VALS places U.S. adult

consumers into one of eight segments

based on their responses to the VALS questionnaire.



The main dimensions of the segmentationframework are primary motivation (thehorizontal dimension) and resources (the

vertical dimension). The VALS approach isderived from a theoratical base inMaslow's work (1954). It has since beenreworked to enhance its ability to predictconsumer behavior . Segmentationresearch based on VALS is a product of SRI Consulting Business Intelligence.



According to the VALS Framework, groups of

people are arranged in a rectangle and are

based on two dimensions. The vertical

dimension segments people based on thedegree to which they are innovative and have

resources such as income, education, self -

confidence, intelligence, leadership skills, and

energy. The horizontal dimension representsprimary motivations and includes three distinct

types



Consumers driven by knowledge and principles

are motivated primary by ideals. These

consumers include groups called Thinkers and

Believers. Consumers driven by demonstratingsuccess to their peers are motivated primarily by

achievement . These consumers include groups

referred to as Achievers and Strivers.

Consumers driven by a desire for social or physical activity, variety, and risk taking are

motivated primarily by self-expression.



. These consumers include the groups known as

Experiencers and Makers. At the top of the

rectangle are the Innovators, who have such

high resources that they could have any of thethree primary motivations. At the bottom of the

rectangle are the Survivors, who live

complacently and within their means without a

strong primary motivation of the types listedabove. The VALS Framework gives more details

about each of the eight groups.



VALS Framework and Segment

Innovator. These consumers are on the leading edge of change,have the highest incomes, and such high self -esteem and abundantresources that they can induldge in any or all self -orientations. Theyare located above the rectangle. Image is important to them as anexpression of taste, independence, and character . Their consumer choices are directed toward the "finer things in life."

Thi nkers. These consumers are the high-resource group of thosewho are motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the worldand are open to new ideas and social change. They have highincomes but are practical consumers and rational decision makers.



Bel i evers. These consumers are the low-resource groupof those who are motivated by ideals. They areconservative and predictable consumers who favor

American products and established brands. Their lives

are centered on family, church, community, and thenation. They have modest incomes.

Ac hi evers. These consumers are the high-resourcegroup of those who are motivated by achievement. Theyare successful work-oriented people who get their

satisfaction from their jobs and families. They arepolitically conservative and respect authority and thestatus quo. They favor established products and servicesthat show off their success to their peers.



S tr i vers. These consumers are the low-resource groupof those who are motivated by achievements. They havevalues very similar to achievers but have fewer economic, social, and psychological resources. Style isextremely important to them as they strive to emulatepeople they admire.

Exper i enc ers. These consumers are the high-resourcegroup of those who are motivated by self -expression.They are the youngest of all the segments, with amedian age of 25. They have a lot of energy, which they

pour to physical exercise and social activities. They areavid consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on new products and services.



M akers. These consumers are the low-resource groupof those who are motivated by self -expression. They arepractical people who value self -sufficiency. They arefocused on the familiar -family, work, and physical

recreation-and have little interest in the broader world. As consumers, they appreciate practical and functionalproducts.

Su rv i vors. These consumers have the lowest incomes.They have too few resources to be included in any

consumer self -orientation and are thus located below therectangle. They are the oldest of all the segments, with amedian age of 61. Within their limited means, they tendto be brand-loyal consumers.



fulfilled

makers

strugglers

strivers

experiencers

believers

achievers

actualisers



The VALS system is a useful way of

understanding the detailed psychological

attributes of an individual . There are manypsychographics variables that can be used

to segment consumers , but they all share

the under lying principle of going beyondsurface characteristics to understand

consumers motivation for purchasing &

using products.

psycho graphic & life style

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