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10 Cards in this Set
- Front
- Back
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A Market Segment should be: |
Identifiable Accessible Substantial |
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Demographics |
Age, income, Gender, Education, etc. |
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Psychographics |
Values, interests, hobbies, lifestyles |
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Lifestyle marketing perspective |
People sort themselves into groups based on what they like to do, how they spend leisure time, how they spend money |
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Personality |
A person's unique psychological makeup & how it influences the way a person responds to their environment. |
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Traits relevant to Consumer Behavior |
Bargaining Proneness Innovativeness Materialism Frugality Need for Cognition Complaint proneness
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"inovativeness" |
Innovators Early Adopters Early Majority Late Majority Laggards |
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Geodemography |
Consumer expenditures/socioeconomic factors + geographic information "Birds of a feather flock together" |
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Prizm Furs and Station Wagons |
High usage: lawn furniture, rye bread, country clubs Low Usage: motorcycles, canned stews, chewing tobacco |
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Prizm Tobacco Roads |
High Usage: Travel by bus, asthma medicine, pregnancy tests Low Usage: live theater, knitting, Mexican food |
