1 / 7

Psychographics

Psychographics. DEFINITION: When we look at the Psychographics of a consumer, we study the consumers shopping trends based on social and psychological characteristics. Attitudes Values Lifestyles. Psychographics . Attitude: How do people feel about certain things…

lyn
Download Presentation

Psychographics

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Psychographics • DEFINITION: When we look at the Psychographics of a consumer, we study the consumers shopping trends based on social and psychological characteristics. • Attitudes • Values • Lifestyles

  2. Psychographics • Attitude: How do people feel about certain things… Optimistic vs. Pesimistic White Collar vs. Blue Collar DIY vs. Hiring out help Basic vs. Luxery Debby Downer vs. Sammy Sunshine

  3. Psychographics • Values: How consumers think about certain things… Religion: Is religion practiced? Family: Traditional or Untraditional Work Ethic: Live to work or work to live? Food: Organic or Whatever Education: What is expected? High School, College, Apprenticeship? Money: Spend, Save, or Invest…

  4. Psychographics • Lifestyle: How consumer live Family: Single, DINK, M.w/Kids, Empty Nesters, Retired, Elderly. Urban vs. Suburban Vehicle: Bike, Automobile, Mass Transit Body: Athletic, Plastic, Pregnant, Losing that LAST 5 pounds… Vacation: Camping, Beach, Amusement Park, Vegas, Global, Family.

  5. Psychographics • Consumer lifestyles, which include how people spend their time and money, are closely related to people’s attitudes and values • Example…If you look at people who play golf and/or tennis, you will see similarities in the participants • Magazines recognize these similarities and sell their advertising space accordingly • What ads typically appear in Sports Illustrated? • What ads typically appear in Golf Digest?

  6. Psychographics • In addition to segmenting people by their entertainment interests, marketers observe changes in households, the economy, politics, and the workplace • These factors contribute to changes in personal attitudes about health, time, fun, and living in general • What are some trend-setting issues for the 21st century? • Health • Eating properly • Exercising

  7. Psychographics • Other key lifestyle issues: • Work • “Casual Fridays” • Fun • Entertainment options • Indulgence • Ben & Jerry’s ice cream • Time • Luxury vacations • Upscaling • Name brand products sold in discount

More Related