trend has led people of all ages to buy such merchandise. Furthermore, relatively inactive consumers of all ages, incomes, and education find activewear more comfortable. o depending on the nature of the product/market, it might be better to combine demographic segmentation with other segmentation bases. Psychographic segmentation: how consumers describe themselves. Allows people to describe themselves by using those characteristics that help them choose how they occupy their time ( behaviour ) and what underlying psychological reasons determine those choices. o Self-segmentation = knowledge for managers trying to find new ways of attracting customers o Determining psychographics involves three components : self-values, self-concept, and lifestyles. 1. Self-values: life goals. Overriding desires that drive how a person lives his or her life. Self- respect, self-fulfillment, belonging. 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. help determine the benefits the target market may be looking for from a product. 2. Self-concept: image people have of themselves. This is how self-values affect us. 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 themselves 3. Lifestyles: the ways we live. 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. 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. o Marketers have a built-in target group with similar interests and buying desires. 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 -> On the vertical dimension , segments are described by their r esources (income, education, health, energy level, innovativeness). The upper segments have more resources and are more innovative than the bottom. The horizontal dimension shows the segment's primary motivation. Consumers buy stuff because of their primary motivation: how they see themselves, how that self-image governs their activities . 3 universal primary motives : 1. People who are primarily motivated by ideals are guided by knowledge/ principles, 2. those motivated by achievement look for products that show success to their peers 3. self-expression : see chart below VALS™ enables firms to identify target segments and their underlying motivations. It shows correlations between psychology and lifestyle choices. Ex: identify those customers most interested in and able to afford cosmetic surgery. By identifying the underlying motivations of its target customers, develop campaign
B352 Marketing Tues-Thurs. Oct. 8-10. 2013.
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