Pyschographics emerge from patterns of responses that reveal a person's activities, interests and opinions (AIO). AIO measures can be combined with demographic nformation to provide marketers with a more complete understanding of the market to be segmented.
SRI Consulting Business Intelligence provides a popular classification of U.S. lifestyles using psychographic segmentation. The VALS typology categorizes U.S. respondents into 8 different groups based on resources and the extent to which they are action oriented. The VALs typlology includes the following segments:
SRI Consulting Business Intelligence provides a popular classification of U.S. lifestyles using psychographic segmentation. The VALS typology categorizes U.S. respondents into 8 different groups based on resources and the extent to which they are action oriented. The VALs typlology includes the following segments:
- Innovators - Successful, sophisticated and receptive to new technologies. Their purchases reflect cultivated tastes for upscale products.
- Thinkers - Educated, conservative, practical consumers who value knowledge and responsibility. They look for durability, functionality and value.
- Achievers - Goal orientedor, conservative consumers committed to career and family. They favor established prestige products that demonstrates success to peers.
- Experiencers - Young, enthusiastic and impulsive consumers who seek variety and excitement and spend substantially on fashion, entertainment and socializing.
- Believers - Conservative, conventional consumers who focus on tradition, family, religion and community. They prefer established brands.
- Strikers - Trendy fun loving consumers who are concerned about others' opinions and approval.They demonstrate to peers their ability to buy.
- Makers - Self sufficient consumers to have the skill and energy to carry out projects, respect authority, and are unimpressed by material possessions
- Survivors - Concerned with safety and security, focus on meeting needs rather than fulfilling desires. They are brand loyal and purchase discounted products
The Ad for iPhone appeals to the Innovators segment
The Ad for Fedex focuses on the reliability and superior service which can attract the Thinkers
segment
Rolex advertisement that is suited for Achievers segment
Woodland ad for experiencers
ING VYASA LIC Ad for Believers
VALs Strategt for Thinkers
Selected
Type: Thinkers Product – Tablet
Who should
you target?
a.
Typical
Customer Profile
i.
Motivated
by ideals
ii.
Mature and
satisfied
iii.
Reflective,
Look for knowledge and responsibility
iv.
Well
educated, actively seek out information
v.
Knowledgeable
about national and international events
vi.
Try to
broaden their knowledge
vii.
Alert to
opportunities
viii.
Conservative
and Practical
ix.
Look for
durability, functionality and value in the produ
Through
what channels you can reach them
a.
PR activities
– articles in magazines
b.
Sales
promotions – live demo, Product Sampling
c.
In store
promotions
d.
Websites –
Looks for authentic information
e.
Referrals
f.
Customer
review websites
g.
Related
product magazines
h.
Catalog
marketing
3 What should
you offer him?
a.
Highlight
the cognitive benefits
i.
Value for
money
ii.
Superior product
specifications
iii.
Multi-use
benefits ( entertainment, work etc)
iv.
Warranty
and After Sales benefits
v.
Highlight
the tried and tested benefits
b.
Emphasis on
Brand Equity
i.
Through
websites
ii.
Social
Media
iii.
Positive
Customer reviews
How will
you sell it to him
a.
Print ads
in technology managzines
b.
Product
reviews and videos on your websites ( Youtube channel)
c.
Active in
Social Media to generate positive brand equity
d.
Sponsored
blogs
e.
Listings on
product comparison websites
f.
Live
product demo – kiosks , Free brochures and catalogs
g.
Technology
Fairs
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