Chapter

2. Chapter Lifestyles: Consumption Subcultures 8 http://www.winnebagoind.com/club.htm

3. Learning Objectives After completing this chapter, you should be able to: • Identify role-related product constellations. • Describe psychographics and lifestyle research. • Understand the use of lifestyles data to profile lifestyle segments, identify related lifestyle interests, and locate lifestyle segments geographically. • Recognize lifestyle typologies such as VALS, LOV, Japan VALS, and Global Scan. • Understand how lifestyle may be used at various levels of aggregation. • Identify the value and limitations of lifestyle research.

4. Product Constellations • Lifestyle • pattern of behavior that reflects consumption of interrelated product constellations • Product constellations • clusters of complementary products, specific brands, and/or consumption activities • Brand tribes • people devoted to a particular product • Product constellations can be matched with demographic and media preferences to improve targeting

5. Product Constellations • Product constellations are clusters of complementary products, specific brands, and/or consumption activities. Professional Seiko watch Burberry raincoat Lacoste shirt Atlantic magazine Brooks Bros. suit Bass loafers silk tie French wine BMW automobiles Public defender Levi’s cords Wallaby shoes Calvin Klein glasses Molson beer L.L. Bean shirt RCA VCR Volkswagen rabbit Esquire magazine

6. Psychographics and Lifestyles • Psychographics • measure lifestyles by linking individual psychological factors to characteristic patterns of consumer behavior to determine who is in the market • Psychographic techniques • divide the total market into segments based on activities, interests, values, opinions, personality characteristics, and attitudes • AIO measures • activities, interests and opinions of consumers

7. Psychographic Continuum for AIO Statements Very General Very Specific AIOs at a very general level AIOs focus on purchase and consumption AIOS focus on purchase and consumption of product category AIOS focus on purchase and consumption of specific brands

8. Psychographic Segmentation Schemes • VALS 1 (Values and Lifestyles Systems) • VALS 2 • Japan VALS • LOVs (List of Values) • Cohort Analysis

9. Exhibit 8.2VALS 2 Segment Profiles

10. Values and Lifestyles Systems • VALS 1 • partitions market into 9 groups based on Maslow’s hierarchy of needs • VALS 2 • classifies people into segments based on their control of resources and three aspects of their basic motivational self-orientation: principles, status, action • Japan VALS • identifies 4 important dimensions: exploration, self-expression, achievement, tradition

11. Exhibit 8.4Japan VALS Segments

12. Values and Lifestyles Systems • LOVs • assesses adaptation to various roles through fulfillment of values such as self-respect, sense of belonging, excitement, etc. • Cohort Analysis • understanding power of cohorts

13. Regional Lifestyles • Consumer cultures vary geographically as a result of change in climate, topography, ethnic history, distribution of jobs and industries, etc. • Regional differences affect consumption. • PRIZM • a lifestyle segmentation system which identifies 62 distinct clusters composed of people with similar lifestyles

14. Shifting Lifestyles • Lifestyle trends are triggered by major major demographic (women entering workforce) and attitudinal (growing organic food consumption) shifts • Lifestyle trends affect industries as well as products and services • Lifestyle can be personified by a single person (e.g., Martha Stewart)

15. International Lifestyle Segments Global Scan • Measures a wide variety of attitude and consumer values, media use, and buying patterns primarily of Triad and Pacific Rim countries and assigns them to five segments • adapters • traditionals • pressureds • achievers • strivers

16. Industry Insights 8.6Global Scan Segments in Three Countries

17. International Lifestyle Segments • Recent lifestyle segmentation: • Turkish lifestyles: • Liberals/trend setters - college educated and high-income earners • Moderates/survivors - • Traditionalist/conservative - concerned with price over prestige and style

18. International Lifestyle Segments • Recent lifestyle segmentation: • New Zealand lifestyles: • Active family values people • Conservative quiet lifers • Educated liberals • Accepted mid-lifers • Success-driven extroverts • Pragmatic strugglers • Social strivers

19. International Lifestyle Segments • Recent lifestyle segmentation: • Chinese females’ lifestyles: • Conventional women - family is a priority • Contemporary females - combine work and family as main priority • Searching singles - career and image-oriented, postpone marriage • Followers - low involvement in social, cultural, and other physical activities

20. Criticism of Lifestyle Research • Central concepts (i.e., lifestyles, psychographics, etc.) tend to be ill defined and it is not always clear why particular segments express particular consumer preferences • Current lifestyle measures are not very food at capturing the fluidity of lifestyle segment membership • Fairly low level of correlation between lifestyle segments and particular behaviors such as brand choice

21. achievement achievers action-oriented people adapters AIO measures brand tribes cohort analysis explorations Global Scan Japan VALS nine nations of North America pressureds principle-oriented people PRIZM product constellations psychographics regional lifestyles self expression status-oriented people strivers tradition traditionals VALS 1 VALS 2 Key Terms