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Trends & Life Styles

Trends & Life Styles

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Trends & Life Styles

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  1. Trends & Life Styles Psychographics

  2. Ice Cream – Chocolate Chip • Competitive • Accomplished • No victory is sweet without a little hard work • Competent and ambitious in love & work • Generous with your time & money • Never take your blessings for granted • Captivating personality makes you a shining star in social situations

  3. Ice Cream – Mint Chocolate Chip • Ambitious & confident • Skeptical about life • Realist who prepares for the future • Need solid plan to feel secure • Stubbornness helps in business but makes relationships challenging • Loyalty, honesty and dependability create lasting friendships & close family ties

  4. Ice Cream – Vanilla • Colorful • Dramatic risk taker • Rely more on intuition than logic • Emotionally expressive and idealistic • Set high goals for yourself & push yourself to meet and exceed them • Rely on secure romantic relationships that fulfill your emotional needs while working toward future objectives

  5. Ice Cream – Strawberry • Thoughtful, logical person • Carefully weigh each option before making decisions • More a follower than a leader • Content and effective working behind the scenes – out of the limelight • In relationships, shy and reserved • Loyal and supportive in relationships but they are slow to develop

  6. Product-Usage Based Segmentation • Combines sales data with zip codes to locate high potential markets • “Data Mining”

  7. Geographic Differences

  8. Zip Code Segmentation PRIZM® - Potential Rating Index by Zip Marketcharacterizes the country using 62 “types” use it to identify good and bad markets especially helpful for direct mail http://www.cluster1.claritas.com/claritas/Default.jsp?main=3&submenu=seg&subcat=segprizm

  9. PRIZM in the Northwest

  10. Analyzing Segmentation Datato Find Target Markets

  11. Heavy Users of Soft Drink

  12. Heavy Users of Soft Drink

  13. Heavy Users of Soft Drink

  14. Index Numbers for Market Analysis

  15. Index Numbers for Market Analysis - I

  16. Propensity to Consume

  17. Heavy Users of Soft Drink

  18. Index Numbers for Market Analysis

  19. Index Numbers for Market Analysis - II

  20. Application of GeodemographicsKansas City Bowling Alleys WEST Hard-core bowlersBlue Collar Nursery (17%)Blue Chip Blues (13%) Shotguns & Pickups (9%) EAST Relaxation & exercise Young Suburbia (38%) Pools & Patios (30%) Furs & Station Wagons (23%)

  21. VALS

  22. VALS (revised)

  23. 1. I am often interested in theories.Mostly disagree   Somewhat disagree   Somewhat agree   Mostly agree   2. I like outrageous people and things. 3. I like a lot of variety in my life.4. I love to make things I can use everyday. 5. I follow the latest trends and fashions.6. Just as the Bible says, the world literally was created in six days.7. I like being in charge of a group.8. I like to learn about art, culture, and history.9. I often crave excitement.10. I am really interested only in a few things.

  24. Strugglers

  25. Believers

  26. Fulfilleds/Thinkers

  27. Strivers

  28. Achievers

  29. Makers

  30. Experiencers

  31. Actualizers/Innovators

  32. VALS – Seattle 1991

  33. VALS & Media Habits

  34. VALS & Spending Habits

  35. VALS (revised)

  36. Using VALS

  37. Product-Specific Lifestyle • Song Airlines – low fare offshoot of Delta Airlines designed to compete against Jet Blue

  38. Frontline – The Persuaders

  39. Song Target Index

  40. Frontline – The Persuaders