O psychographics are a very good complement to demographics to produce an in-depth profile By identifying the underlying motivations of its target customers, develop campaign > Ex: identify those customers most interested in and able to afford cosmetic surgery. It shows correlations between psychology and lifestyle choices. VALS™ enables firms to identify target segments and their underlying motivations. those motivated by achievement look for products that show success to their peers People who are primarily motivated by ideals are guided by knowledge/ principles,Ģ. Consumers buy stuff because of their primary motivation: how they see themselves, how that self-image governs their activities. The horizontal dimension shows the segment's primary motivation. The upper segments have more resources and are more innovative than the bottom. On the vertical dimension, segments are described by their resources (income, education, health, energy level, innovativeness). O The most widely used psychographic system is the VALS™: based on answers to the VALS™ questionnaire, consumers are classified into the 8 segments in the 2 dimensions on the diagram -> O Marketers have a built-in target group with similar interests and buying desires. Someone with a strong sense of belonging who sees himself as a "people person" will probably live in a well-populated area that allows for many activities. If values provide an end goal and self-concept is the way one sees oneself in the context of that goal, lifestyles are how we live our lives to achieve goals. A person who has a goal to belong may see, or want to see, himself as a fun-loving -> marketers use this image by showing their products being used by groups of laughing people who are having a good time -> connect your product to how people see themselvesģ. Self-concept: image people have of themselves. > help determine the benefits the target market may be looking for from a product.Ģ. > causes people to develop self-images of how they want to be and then determine a way of life that will help them arrive at these goals. > Self-respect, self-fulfillment, belonging. Overriding desires that drive how a person lives his or her life. O Determining psychographics involves three components: self-values, self-concept, and lifestyles.ġ. O depending on the nature of the product/market, it might be better to combine demographic segmentation with other segmentation bases. Furthermore, relatively inactive consumers of all ages, incomes, and education find activewear more comfortable. Nike assumed that activewear would be purchased exclusively by young, active people, but the health and fitness trend has led people of all ages to buy such merchandise. O For example, demographics are poor predictors of the users of activewear. Women view shows to which they can personally relate through the situational plot or characters and shows recommended by friends Men tend to channel surf and watch primetime shows more often if they are action-oriented and have physically attractive cast members.
#ROBOCODE STRATEGY FOR TARGETING CRAZY TV#
O TV viewing habits vary significantly between men and women. O If Pizza Hut wants to advertise their pizza to kids, they can easily determine that the best time for TV ads would be during cartoons shown on Saturday morning or after school on weekdays. Demographic segmentation groups consumers according to easily measured, objective characteristics such as age, gender, income, education, race, occupation, religion, marital status, family size, family life cycle, and home ownership.