Chapter 6

Psychographics

Consumer
Lifestyles and
Psychographics
ok.com
Lifestyles and
www.mycbbo

Inside the II
Chapter

Consumer’s Mind PART

6

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2007 MyCBBook
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 P.S.Y.C.H.O.G.R.A.P.H.I.C.S.
Psychological AND
Lifestyles and Psychographics

Behavioral Makeup of
People.

And

A Quantitative Way of
Measuring this “Makeup.”
Chapter

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© Open Mentis 2007 www.mycbbook.com

 P.S.Y.C.H.O.G.R.A.P.H.I.C.S.
Lifestyles and Psychographics

Values

Motives
Lifestyle
Personality

Self-
Concept

Which of these is Psychographics?

Chapter

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© Open Mentis 2007 www.mycbbook.com

 L.I.F.E.S.T.Y.L.E.S.
LIFESTYLES The Way we live.
Lifestyles and Psychographics

Pattern of Living:
How we spend
Our Money and Time,
and
What Activities We
Undertake
Chapter

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© Open Mentis 2007 www.mycbbook.com

 L.I.F.E.S.T.Y.L.E.S.
Pattern of Living:
Lifestyles and Psychographics

How we spend
Our Money and
Time,
and
What Activities We
Undertake

LIFESTYLES
The Way we live.
Chapter

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6

© Open Mentis 2007 www.mycbbook.com

 P.S.Y.C.H.O.G.R.A.P.H.I.C.S.
Lifestyles and Psychographics

Values

Motives
Lifestyle
Personality

Self-
Concept
Chapter

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6

© Open Mentis 2007 www.mycbbook.com

 L.I.F.E.S.T.Y.L.E.S.
Measuring
Lifestyles and Psychographics

LIFESTYLES
Chapter
6

MyCBBoo
© Open Mentis 2007 www.mycbbook.com
 L.I.F.E.S.T.Y.L.E.S.

VALS
Lifestyles and Psychographics
Chapter
6

MyCBBoo
© Open Mentis 2007 www.mycbbook.com
 LIFESTYLES and Psychographics

Marketing Applications
Lifestyles and Psychographics

1. General Population
Lifestyles
2. Subpopulation Lifestyles
3. Domain-specific Lifestyles
4. Product-specific
Psychographics
5. Customers’
Psychographics
Chapter
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 LIFESTYLES and Psychographics
Marketing Applications Psychographics of Travelers
Home-Loving
This group of consumers enjoys quiet and private life, and values
Lifestyles and Psychographics

family and raising children. Conservative and religious in outlook,

they are cautious and take action to protect their future. They

visit exhibitions, monuments, and places of natural beauty, and they

enjoy wide-ranging reading. In buying products, they prefer name

brands, and, as part of their responsibility toward family members,

they value quality over price.

Travel Behavior: Short Trips Smallest number of shorttrips.

Confined to nearby urban and inland destinations; prefer trips to

Idealistic
large cities, where they stay at mid to modest price hotels.

This group believes in and measures personal success by efforts to

Chapter

create a better world; and it fights against injustice. They like to

MyCBBoo
6

take up jobs that interest them and then in these jobs they exhibit

a strong work ethic, viewing their jobs as contribution toward a

© Open
better society. They enjoy sports, classical music,Mentis 2007
concerts, www.mycbbook.com
 LIFESTYLES and Psychographics
Steps in Implementing Psychographics
Lifestyles and Psychographics

1. Choose Your
Target Markets
2. Create Different
Programs for
Different
Segments
3. Court a
Segment
4. Appeal to
Lifestyles
Chapter

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© Open Mentis 2007 www.mycbbook.com

 LIFESTYLES and Psychographics
Materialism Vs Simplicity
Lifestyles and Psychographics

Materialism. A devotion to
material needs and interests.

Three Dimensions
• Acquisition
Centrality
• Acquisition as
Pursuit of
Happiness
• Possessions-
defined Success
Chapter

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© Open Mentis 2007 www.mycbbook.com

 LIFESTYLES and Psychographics
Measuring Materialism
Lifestyles and Psychographics

Review Table 6.3, p. 175)

Rate yourself on that scale.

Does your score show you are

a materialist?

Does your score match with

your own view of yourself.

Does your consumer behavior

show the extent of materialism
Chapter

predicted by this scale?

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 LIFESTYLES and Psychographics
Materialism Vs Simplicity
Lifestyles and Psychographics

Voluntary Simplicity. Acquiring

a Belief System that Too
Much Consumption Is
Undesirable.
And Choosing to Live a Life
with Fewer Goods.
It is a BELIEF SYSTEM + a
PRACTICE
Chapter

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© Open Mentis 2007 www.mycbbook.com

 LIFESTYLES and Psychographics
Lifestyles and Psychographics

B.O.B.O.S.
Read about it in MyCBBook, p. 176, 177, 1nd
178 (feature boxes).

Then discuss:
Are You a Bobo?
If yes, how is your CB colored by this?
Are there any stores in town catering to
Bobos? Which ones?
Chapter
6

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