DemographicsandPsychographics英文VIP

1、1Demographics and Psychographics2Overview/Demographics /Psychographicsupersonalityuvaluesulifestyles3Demographics/Definition: the size, structure, and distribution of a population/Demographic analysis is used inumarket segment descriptionsutrend analysis/Consumers analysts use demographics to predic

2、t:uchanges in demanduconsumption of specific products/services4Common Demographics/Age/Gender/Income/Occupation/Education/Race/Region/Religion5Age Group MarketsChildren/PreteensTeenagersTwentysomethings/Generation XBaby Boomers50+the early 50+ersthe mature market (retired)6Children/Preteens/Heavily

3、influenced by parents and family but/Significant influence by peers/Frequently heavily exposed to TV and associated role models7Teenagers/Significant discretionary spending power (frequently have income with modest expenses)/Influence on family purchases/Strong peer influence/Opportunities for exper

4、imentation with products8Generation X/ Twentysomethings/Born 1965-1976/Frequently still in college/Many still in experimental stage/Often more cynical and less brand loyal9Baby Boomers 嬰兒潮世代/Born 1946 to 1964/Frequently entering prime earning power/Blend of X generation and traditional values/46% ha

5、ve college degree/Two thirds of wives work10The early 50+ers/Aging baby boomers/Often hard hit by downsizing and layoffs /Many have significant assets built up/Empty nest11The Mature Market/Very diverse-some members fit stereotype; some do not/Wide disparity in income/Often lived through Depression

6、value thrift, savingsShould I havean Ensureor a Sustacal?12Gender and Consumption/Sex roles uToday and yesterdayuAcross cultures/Values/Acquisition methods/ConsumptionI going to makea quick trip to Venus, but I wantto be back for the game!13Psychographics/Definition: the description of consumers on

7、the basis of their psychological characteristics/Basic components of psychographicsupersonalityuvaluesulifestyles (traditional definition of psychographics)14Personality/Personality: The consistent response to environmental stimuli/an individuals unique psychological makeup, which consistently influ

8、ences how the person responds to his or her environment15Approaches 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16Psychoanalytic Theory /Human personality system consists of the id, ego, and superegouid （本我）: source of psychic energyuego（自我）

9、: mediator of id and superegousuperego（超我）:societal or personal norms/The dynamic interaction of these results in unconscious motivations that are manifested in observed human behavior17Socio-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”18Trait-Factor Theory/Personality made up of traits: any distinguishab

11、le, 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 brand19Personality? Can We Predict Consumer Behavior from/Yes-at least to som

12、e extent/Theory needs to be relevant and product specific/Some variables that predict behavior:uInnovativenessuNeed for cognition (NFC)uSelf-monitoringuLocus of control20ValuesValues: enduring beliefs about life and acceptable behavior21Social Values and Personal Values/Social values define “normal”

13、 behavior 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?”22Measuring Values: Rokeach Value Scale/Value

14、s are 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 systems23Rokeach Value ScaleInstrumental (Modes of Conduct)Terminal Values (End States)Ambition Broad-minded Capab

15、le Cheerful Clean Courageous Forgiving Honest Imaginative Independent Intellectual LogicalA comfortable life An exciting life Equality Family securityA world at peace Freedom A world of beauty Happiness National security Pleasure Inner harmony Mature love24Measuring Values: Schwartz Value Scale/Desi

16、gned 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

17、 of related motivations Structural Relation of Motivational Value Types26Values 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 val

18、ues/Identifying which product attribute appeals to which value-based segment can guide advertising and marketing appeals27Laddering and the Means-End ChainAttributesConsequencesValuesLarge engineFast accelerationPerformanceFeeling of powerSelf-esteem28Lifestyles/Lifestyle: patterns in which people l

19、ive 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 opinionsAIO Categories of Lifestyle StudiesFamilyHomeJobCommunityRecreationFashionFoodMediaAchievementsSocial IssuesPoliticsThemselvesBusinessEconomicsEducationProductsFutureCultureWorkHobbiesSocial EventsVacationEntertainmentCommunityShoppingSportsVolunteering30Values A