1、,Demographics and Psychographics,Overview,Demographics Psychographics personality values lifestyles,Demographics,Definition: the size, structure, and distribution of a population Demographic analysis is used in market segment descriptions trend analysis Consumers analysts use demographics to predict

2、: changes in demand consumption of specific products/services,Common Demographics,Age Gender Income Occupation Education Race Region Religion,Age Group Markets,Children/Preteens Teenagers Twentysomethings/Generation X Baby Boomers 50+ the early 50+ers the mature market (retired),Children/Preteens,He

3、avily influenced by parents and family but Significant influence by peers Frequently heavily exposed to TV and associated role models,Teenagers,Significant discretionary spending power (frequently have income with modest expenses) Influence on family purchases Strong peer influence Opportunities for

4、 experimentation with products,Generation X/ Twentysomethings,Born 1965-1976 Frequently still in college Many still in experimental stage Often more cynical and less brand loyal,Baby Boomers 嬰兒潮世代,Born 1946 to 1964 Frequently entering prime earning power Blend of X generation and traditional values

5、46% have college degree Two thirds of wives work,The early 50+ers,Aging baby boomers Often hard hit by downsizing and layoffs Many have significant assets built up Empty nest,The Mature Market,Very diverse-some members fit stereotype; some do not Wide disparity in income Often lived through Depressi

6、on value thrift, savings,Should I have an Ensure or a Sustacal?,Gender and Consumption,Sex roles Today and yesterday Across cultures Values Acquisition methods Consumption,I going to make a quick trip to Venus, but I want to be back for the game!,Psychographics,Definition: the description of consume

7、rs on the basis of their psychological characteristics Basic components of psychographics personality values lifestyles (traditional definition of psychographics),Personality,Personality: The consistent response to environmental stimuli an individuals unique psychological makeup, which consistently

8、influences how the person responds to his or her environment,Approaches to Personality,Psychoanalytic Theory 心理分析理論 Socio-Psychological Theory 社會心理理論 Trait-Factor Theory 特徵理論,Psychoanalytic Theory,Human personality system consists of the id, ego, and superego id （本我）: source of psychic energy ego（自我

9、）: mediator of id and superego superego（超我）:societal or personal norms The dynamic interaction of these results in unconscious motivations that are manifested in observed human behavior,Socio-Psychological Theory,Recognizes interdependence of the individual and society Three orientations of human be

10、havior: complaint, aggressive, and detached Social variables (rather than biological instinct) are most important in shaping personality Person may buy a product that symbolizes unattainable or unacceptable goal-”forbidden desire”,Trait-Factor Theory,Personality made up of traits: any distinguishabl

11、e, relatively enduring way in which individuals differ from one another Understanding consumer traits can be useful in marketing plans Practical application is brand personality: the personality consumers interpret from a brand,Personality? Can We Predict Consumer Behavior from,Yes-at least to some

12、extent Theory needs to be relevant and product specific Some variables that predict behavior: Innovativeness Need for cognition (NFC) Self-monitoring Locus of control,Values,Values: enduring beliefs about life and acceptable behavior,Social Values and Personal Values,Social values define “normal” be

13、havior for a society or group Personal values define “normal” behavior for an individual Social values of groups to which an individual belongs, influence personal values Values help explain how consumers answer the question, “Is this product for me?”,Measuring Values: Rokeach Value Scale,Values are

14、 concerned with goals and ways of behaving to obtain them RVS asks people to rank importance of a series of goals and ways of behaving can be used to segment groups based on values systems,Rokeach Value Scale,Instrumental (Modes of Conduct),Terminal Values (End States),Ambition Broad-minded Capable

15、Cheerful Clean Courageous Forgiving Honest Imaginative Independent Intellectual Logical,A comfortable life An exciting life Equality Family security A world at peace Freedom A world of beauty Happiness National security Pleasure Inner harmony Mature love,Measuring Values: Schwartz Value Scale,Design

16、ed to measure a comprehensive set of values thought to be held by nearly everyone Values are trans-situational goals that serve the interest of individuals or groups and express one of ten universal motivations or value types The ten values and four higher-order value domains represent a continuum o

17、f related motivations,Structural Relation of Motivational Value Types,Values and The Decision Process,Laddering: in-depth probing directed toward uncovering higher-level meanings at both the benefit level and the value level It seeks linkages between product attributes, personal outcomes, and values

18、 Identifying which product attribute appeals to which value-based segment can guide advertising and marketing appeals,Laddering and the Means-End Chain,Attributes,Consequences,Values,Large engine,Fast acceleration,Performance,Feeling of power,Self-esteem,Lifestyles,Lifestyle: patterns in which peopl

19、e live and spend time and money Psychographics: an operational technique to measure lifestyles (traditional definition of psychographics) Demographics focus more on who buys products; psychographics focus on why they buy AIO measures: activities, interests, and opinions,AIO Categories of Lifestyle Studies,Interests,Opinions,Activities,Family Home Job Community Recreation Fashion Food Media Achievements,Social Issues Politics Themselves Business Economics Education Products Future Culture,Work Hobbies Social Events Vacation