psychographics

psychographics - Psychographics:Values...

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Psychographics: Values,  Personality, and Lifestyles:  Part II Marketing 3250 November 30, 2009
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Values Are Often Influenced  By… Culture Individualism/collectivism Uncertainty avoidance Masculinity/femininity Power distance Ethnic identification Social class Age
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Why Do Marketers Care  About Values?? New product ideas Market segmentation Ad development strategy
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Values  New Product Ideas
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Road Warriors: Generally higher-Income, middle -aged men who drive 25,000 to 50,000 miles a year . . . buy premium with a credit card . . . purchase sandwiches and drinks from the convenience store . . . will sometimes wash their cars at the carwash. 18% of buyers True Blues: Usually men and women with moderate to high incomes who are loyal to a brand and sometimes to a particular station . . . frequently buy premium gasoline and pay cash. 16% of buyers
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psychographics - Psychographics:Values...

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