psychographic segmentation Flashcards
Kotler
how people think
psychographic market segmentation is…
dividing a market into different segments based on social class, lifestyle, or personality characteristics
it is a reflection of…
improvement in society and how we are less likely to be ‘prisoner’ of our demographics: idea of demographically old, but psychographically young
Psychographic variables
social class, lifestyle, personality
social class is sometimes described as…
psychographic: choice of saving vs. spending
it is unlikely that lifestyle will…
replace demographics as a major segmentation variable
3 main elements of lifestyle
activities, interaction with others, opinions
lifestyle is a useful guide for…
creating content for advertising
personality includes…
self-image, aspirations, fears and prejudices
personality can be inferred from…
large sets of questions involving detailed multivariate analysis such as personality inventories
personality: research has identified…
a few clear relationships between personality and behaviour
in most instances, personality measures are most likely to be of use for…
describing segments once they have been defined on some other basis
brand-focused psychographics are sometimes called…
‘brand tribes’: communities of core customers with shared characteristics, brand experiences an strong affinities for a particular brandexamples
examples
Lynx: demographic teenage boy, psychographic advertising with aspirational man
Peugeot: speed, power, acceleration: idea that if you want to be associated with these aspirations shown in advert, you should buy the car
