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Psychographics

Psychographics. DEFINITION: When we look at the Psychographics of a consumer, we study the consumers shopping trends based on social and psychological characteristics. Attitudes Values Lifestyles. Psychographics . Attitude: How do people feel about certain things…

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Psychographics

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  1. Psychographics • DEFINITION: When we look at the Psychographics of a consumer, we study the consumers shopping trends based on social and psychological characteristics. • Attitudes • Values • Lifestyles

  2. Psychographics • Attitude: How do people feel about certain things… Optimistic vs. Pesimistic White Collar vs. Blue Collar DIY vs. Hiring out help Basic vs. Luxery Debby Downer vs. Sammy Sunshine

  3. Psychographics • Values: How consumers think about certain things… Religion: Is religion practiced? Family: Traditional or Untraditional Work Ethic: Live to work or work to live? Food: Organic or Whatever Education: What is expected? High School, College, Apprenticeship? Money: Spend, Save, or Invest…

  4. Psychographics • Lifestyle: How consumer live Family: Single, DINK, M.w/Kids, Empty Nesters, Retired, Elderly. Urban vs. Suburban Vehicle: Bike, Automobile, Mass Transit Body: Athletic, Plastic, Pregnant, Losing that LAST 5 pounds… Vacation: Camping, Beach, Amusement Park, Vegas, Global, Family.

  5. Psychographics • Consumer lifestyles, which include how people spend their time and money, are closely related to people’s attitudes and values • Example…If you look at people who play golf and/or tennis, you will see similarities in the participants • Magazines recognize these similarities and sell their advertising space accordingly • What ads typically appear in Sports Illustrated? • What ads typically appear in Golf Digest?

  6. Psychographics • In addition to segmenting people by their entertainment interests, marketers observe changes in households, the economy, politics, and the workplace • These factors contribute to changes in personal attitudes about health, time, fun, and living in general • What are some trend-setting issues for the 21st century? • Health • Eating properly • Exercising

  7. Psychographics • Other key lifestyle issues: • Work • “Casual Fridays” • Fun • Entertainment options • Indulgence • Ben & Jerry’s ice cream • Time • Luxury vacations • Upscaling • Name brand products sold in discount

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