Beruflich Dokumente
Kultur Dokumente
Psychographics
Consumer
Lifestyles and
Psychographics
ok.com
Lifestyles and
www.mycbbo
Inside the II
Chapter
©©Open
OpenMentis
Mentis2007
2007 MyCBBook
www.mycbbook.com
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
MyCBBoo
6
Values
Motives
Lifestyle
Personality
Self-
Concept
MyCBBoo
6
Pattern of Living:
How we spend
Our Money and Time,
and
What Activities We
Undertake
Chapter
MyCBBoo
6
How we spend
Our Money and
Time,
and
What Activities We
Undertake
LIFESTYLES
The Way we live.
Chapter
MyCBBoo
6
Values
Motives
Lifestyle
Personality
Self-
Concept
Chapter
MyCBBoo
6
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
6
MyCBBoo
© Open Mentis 2007 www.mycbbook.com
LIFESTYLES and Psychographics
Marketing Applications Psychographics of Travelers
Home-Loving
This group of consumers enjoys quiet and private life, and values
Lifestyles and Psychographics
they are cautious and take action to protect their future. They
MyCBBoo
6
take up jobs that interest them and then in these jobs they exhibit
1. Choose Your
Target Markets
2. Create Different
Programs for
Different
Segments
3. Court a
Segment
4. Appeal to
Lifestyles
Chapter
MyCBBoo
6
Materialism. A devotion to
material needs and interests.
Three Dimensions
• Acquisition
Centrality
• Acquisition as
Pursuit of
Happiness
• Possessions-
defined Success
Chapter
MyCBBoo
6
MyCBBoo
© Open Mentis 2007 www.mycbbook.com
LIFESTYLES and Psychographics
Materialism Vs Simplicity
Lifestyles and Psychographics
MyCBBoo
6
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
MyCBBoo
© Open Mentis 2007 www.mycbbook.com