Psychographic and Behavioural segments

Question 1

Psychographic segmentation is when consumers are segmented by what?

Answer 1

Psychographic segmentation is when consumers are segmented by:
1) Personality
2) Likes and dislikes
3) Values
4) Attitudes
5) Interests
6) Lifestyle

Question 2

Using psychographic segmentation:
Two examples of psychographic segmentation

Answer 2

Two examples of psychographic segmentation are:
1) Cinemas may offer two-for-one deals, discounts and annual passes to attract regular movie-goers and encourage customer loyalty
2) Products made of sustainable resources, that can be recycled, and do not use animal products may be promoted to meet the needs of environmentally-conscious consumers

Question 3

Spending and consumption:
When deciding what promotional methods to use, enterprises take into account how much money consumers have available to spend.
What can spending and consumption be affected by?

Answer 3

Spending and consumption can be affected by how well the country’s economy is doing

Question 4

Spending and consumption:
When deciding what promotional methods to use, enterprises take into account how much money consumers have available to spend.
Spending and consumption can be affected by how well the country’s economy is doing.
If …

Answer 4

If the level of inflation or unemployment is high,

Question 5

Spending and consumption:
When deciding what promotional methods to use, enterprises take into account how much money consumers have available to spend.
Spending and consumption can be affected by how well the country’s economy is doing.
If the level of inflation or unemployment is high, …

Answer 5

If the level of inflation or unemployment is high, promotional methods may focus on value for money, including price discounts and special offers

Question 6

Usage rate:
What is usage rate?

Answer 6

Usage rate is how regularly customers buy products

Question 7

Usage rate:
Usage rate is how regularly customers buy products.
For low-value products, such as drinks, what may promotional methods include?

Answer 7

For low-value products, such as drinks, promotional methods may include loyalty cards to reward regular customers with a free product once they have bought a certain number of products

Question 8

Usage rate:
Usage rate is how regularly customers buy products.
For high-value products, such as air travel, what may promotional methods include?

Answer 8

For high-value products, such as air travel, promotional methods include frequent flyer programmes to offer regular customers points that can be exchanged for free flights or free upgrades

Question 9

Loyalty:
To encourage customers to keep buying their products, enterprises may offer loyalty cards.
What can these be used to do?

Answer 9

These can be used to obtain information on a customer and to personalise promotions

Question 10

Loyalty:
To encourage customers to keep buying their products, enterprises may offer loyalty cards.
These can be used to obtain information on a customer and to personalise promotions, such as what?

Answer 10

These can be used to obtain information on a customer and to personalise promotions, such as special offers on specific products that are purchased regularly by the customer

Question 11

Loyalty:
To encourage customers to keep buying their products, enterprises may offer loyalty cards.
These can be used to obtain information on a customer and to personalise promotions, such as special offers on specific products that are purchased regularly by the customer.
What may enterprises also do?

Answer 11

Enterprises may also text or email regular and past customers with news of latest products, offers and discounts

Question 12

Desired benefits:
Products have features that provide benefits to customers or meet their needs.
For example, car manufacturers

Answer 12

For example, car manufacturers may target their promotion depending on what customers require, such as:
1) Electric cars for environmentally conscious drivers
or
2) Small cars for driving in towns and cities