Chapter 6: Personality, Lifestyles, and Values ⭐️

Question 1

Segmenting:

Answer 1

The grouping
consumers based on
demographic,
psychographic, or
behavioural attributes.

Question 2

Targeting:

Answer 2

Assess attractiveness of
each segment and
choosing which
segment(s) to target.

Question 3

Positioning:

Answer 3

Deciding how you will position
and differentiate the offering &
create value (i.e. by addressing
needs) for the target
- Marketing Mix & Messaging

Question 4

Psychographic segmentation:

Answer 4

Consumers’ pyschological characteristics: personality traits (Big 5, needs), values & lifestyles, opinions, interests.

Question 5

Big 5 Model of Personality:

Answer 5

Openess to experience: curiosity, flexibility, imagination, artistic sensibility.

Consciousness: Discipline, organization, dependable

Extraversion: Outgoing, upbeat, friendly, assertive

Agreeableness: Sympathethic, trusting, cooperative, considerate

Neuroticm: Anxious, hostile, self-conscious

Question 6

Laddering:

Answer 6

Interview technique to find insights on brand equity and the product category.

1. Attributes (=aspects about the product that consumer likes) Ex: No sugar
2. Why are the attributes important? (=consequence of the attribute) Ex: Avoid weight gain
3. How does it relate to their values and needs? (=values and needs) Ex: Self-esteem