chap 6 lifestyle
TRANSCRIPT
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ConsumerLifestyles
andPsychographics
Chapter 6
IIPART
Inside the
Consumers Mind
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P.S.Y.C.H.O.G.R.A.P.H.I.C.S.
Psychological AND
Behavioral Makeup of
People.
And
A Quantitative Way of
Measuring this Makeup.
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P.S.Y.C.H.O.G.R.A.P.H.I.C.S.
Values
Motives
Personality
Self-
Concept
Lifestyle
Which of these is Psychographics?
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L.I.F.E.S.T.Y.L.E.S.
LIFESTYLES The Way we live.
Pattern of Living:
How we spend
Our Money and Time,and
What Activities We
Undertake
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LIFESTYLESThe Way we live.
Pattern of Living:
How we spendOur Money and
Time,
and
What Activities We
Undertake
L.I.F.E.S.T.Y.L.E.S.
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Lifestyle
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P.S.Y.C.H.O.G.R.A.P.H.I.C.S.
Values
Motives
Personality
Self-
Concept
Lifestyle
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MeasuringLIFESTYLES
L.I.F.E.S.T.Y.L.E.S.
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VALS
L.I.F.E.S.T.Y.L.E.S.
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1. General Population
Lifestyles
2. Subpopulation Lifestyles
3. Domain-specific Lifestyles4. Product-specific
Psychographics
5. Customers
Psychographics
LIFESTYLES and Psychographics
Marketing Applications
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1. Choose Your
Target Markets
2. Create Different
Programs for
Different
Segments
3. Court a
Segment
4. Appeal to
Lifestyles
LIFESTYLES and Psychographics
Steps in Implementing Psychographics
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Materialism. A devotion to
material needs and interests.
LIFESTYLES and Psychographics
Materialism Vs Simplicity
Three Dimensions Acquisition
Centrality Acquisition as
Pursuit ofHappiness Possessions-
defined Success
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LIFESTYLES and Psychographics
Measuring Materialism
Review Table 6.3, p. 175)
Rate yourself on that scale.
Does your score show you are
a materialist?
Does your score match with
your own view of yourself.
Does your consumer behavior
show the extent of materialism
predicted by this scale?
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Voluntary Simplicity. Acquiring
a Belief System that Too
Much Consumption Is
Undesirable.And Choosing to Live a Life
with Fewer Goods.
It is a BELIEF SYSTEM + a
PRACTICE
LIFESTYLES and Psychographics
Materialism Vs Simplicity
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