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15 Cards in this Set
- Front
- Back
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Lifestyle
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A pattern of consumption that reflects how a person chooses to use his/her time and money
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Product Complementarity
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Occurs when the symbolic meanings of different products relate to each other
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Psychographics
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Segments the market on the basis of psychological, sociological, and anthropological factors to determine the reasons people make certain decisions about a product
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AIOs
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Activities, Interests, Opinions.
80/20 rule: 20% of a product’s users account for 80% of the volume of product sold |
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Psychographic Segmentation
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Define the target market
Create a new view of the market Position the product Better Communicate Product Attributes Develop Overall Strategy Market Social and Political Issues |
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Principle orientation
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make purchase decisions guided by a belief system, without regard for the views of others
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Status orientation
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make decisions based on the perceived opinions of their peers
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Action
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self-oriented individuals, buy products to have an impact on the world around them
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Fulfilleds
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satisfied, reflective, and comfortable, tend to be practical and value functionality
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Experiencer
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impulsive, young, and enjoy offbeat or risky experiences
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Achievers
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career-oriented and prefer predictability to risk or self-discovery
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Believers
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strong principles and favor proven brands
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Strivers
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goal-oriented like Achievers, but have fewer resources and are concerned about the approval of others
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Makers
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focus their energy on being self-sufficient and action-oriented
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Strugglers
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bottom of the economic ladder and focus in on basic survival needs
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