Psychographic Segmentation and Target Audience in Online Marketing

Online Promotion Success, Inc.
Online Promotion Success, Inc.CEO & Founder à Online Promotion Success, Inc.
Psychographic Segmentation 
& Target Audience 
in 
Online Marketing
Merriam Webster: “market research or statistics classifying population groups according to psychological variables (as attitudes, values, or fears); also : variables or trends identified through such research” 
Definition of PSYCHOGRAPHICS
Psychographics is about using the demographic information you have for your buyer persona to figure out more about their lifestyle, their behaviors and their habits.
How to find the Psychographic Data? 
1) Marketing Data 
2) Sales and Customer Service Teams 
3) Surveys 
4) Social Media 
5) Focus Groups or Group Interviews
How to find the Psychographic Data? 
Read the detailed articles about obtaining Psychographic Data 
Psychographic Marketing and Tagrget Audience [infographic] 
How to Obtain Psychographic Data of Your Target Audience 
How to Use Psychographic Data in your Online Marketing [Infographic]
Psychographic Segmentation 
Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics
Psychographic Segmentation 
Social class is the single most used variable for research purposes, and divides the population into groups based on the occupation of the 'Chief Income Earner' (CIE), as such it can be seen as a socio-economic scale. 
1) Social Class
Psychographic Segmentation 
The socio-economic scale 
Social grade 
Description of occupation 
Example 
A 
higher managerial, administrative or professional 
Company director 
B 
intermediate managerial, administrative or professional 
Middle manager 
C1 
supervisory, clerical, junior administrative or professional 
Bank clerk 
C2 
skilled manual workers 
Plumber 
D 
semi- and unskilled manual workers 
Labourer 
E 
state pensioners with no other income, widows, casual and lowest grade earners 
Unemployed
Psychographic Segmentation 
One example of a life style classification model, is that developed by the advertising agency, Young & Rubican, called Cross Cultural Consumer Characterization (4Cs for short). This classification model is presented in the table below 
2) Lifestyle
Psychographic Segmentation 
Cross Cultural Consumer Characterization 
Resigned 
Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older) 
Struggler 
Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. 
Mainstreamer 
Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group. 
Aspirer 
Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation) 
Succeeder 
Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management) 
Explorer 
Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student) 
Reformer 
Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)
Psychographic Segmentation 
Behavioural segmentation divides the market into groups based on their knowledge, attitudes, uses and responses to the product. 
Following are commonly applied behavioural segments 
3) Behavioural segmentation
Psychographic Segmentation 
Behavioural segmentation 
Occasions 
Groups individuals according to the occasions when they purchase, use or think of buying a product. 
Benefits Sought 
Groups individuals according to the benefits they seek from the product. 
Usage Rate 
Groups individuals according to the level of usage they make of the product, be it Heavy, Medium or Light usage. 
User Status 
Groups individuals according to whether they are non-users, potential users, first-time users, regular users, or ex-users of a product 
Loyalty Status 
Groups individuals according to their level of loyalty to the product. 'Hard core loyals' always purchase the product / brand in question. Whilst 'Soft core loyals' will sometimes purchase another brand, and 'Switchers' will not specifically seek out a particular brand, but rather purchase the brand available to them at time of need, or that which was on sale.
Psychographic Segmentation 
Groups individuals according to their readiness to purchase the product. This segmentation model is particularly useful in formulating and monitoring the marketing communication strategies employed to move consumers towards purchase of a product or brand. 
4) Buyer Readiness Stage
Buy 
Conviction 
Preference 
Liking 
Knowledge 
Awareness 
Psychographic Segmentation 
Buyer Readiness Stages
Psychographic Segmentation 
Stage 1. Awareness 
At the launch of a new product, the target market may not even be aware that the product exists, even established products seeking to enter new segments of the market may need to raise awareness of both their company and their product. The now infamous Benetton promotion campaigns had as one of their objectives, raising awareness of the Benetton brand, and what ever you think of the methods the company used, the fact remains that Benetton became one of the 5 most recognised brands in the world. 
Buyer Readiness Stage s 
Buy 
Conviction 
Preference 
Liking 
Knowledge 
Awareness
Psychographic Segmentation 
Stage 2. Knowledge 
The audience may well be aware of a product or company, but still have either very little knowledge of what the product or company does, or possibly worse have the wrong impression of both the product and company. Daewoo when it first entered the UK Car Market, had to go about educating the target market about both its products and the company itself, early promotional material therefore informed the audience about the size, history and strength of the company. 
Buyer Readiness Stage s 
Buy 
Conviction 
Preference 
Liking 
Knowledge 
Awareness
Psychographic Segmentation 
Stage 3. Liking 
Knowing about a company or product does not mean the audience will necessarily like either, they may well be ambivalent, have no feeling at all, or even dislike the product. An audience with knowledge of a product must therefore be moved to the stage of liking the product. Promotion must seek to develop a positive attitude towards the product, or if market research identifies a poor product image in the market, promotion must seek to address these issues within its promotional campaign. IKEA addressed head-on the target markets concerns, that much of their furniture has to be assembled after purchase, and that there are limited staff available on the shop floor, cleverly turning what the audience may well have originally perceived as negatives into positives of shopping at IKEA. 
Buyer Readiness Stage s 
Buy 
Conviction 
Preference 
Liking 
Knowledge 
Awareness
Psychographic Segmentation 
Stage 4. Preference 
Given the level of competition in markets today, it is often the case that the potential customer will like several competing products on the market, promotion must now therefore seek to develop within the audience a preference for their product. Through research the business must establish the key features of the product in the eyes of the target market, these might include efficiency, performance, economy, value, and quality. Promotion will now therefore underline the advantages of the product in terms of these key features, which differentiate it from the competition. 
Buyer Readiness Stage s 
Buy 
Conviction 
Preference 
Liking 
Knowledge 
Awareness
Psychographic Segmentation 
Stage 5. Conviction 
An audience which prefers a particular product, may still not buy that product based on pure preference. In fact many customers will purchase a competitors product which they did not prefer purely because they were convinced it was the right decision at that time. Promotion must now build confidence in the audience that their preference for the product is justified, and convince them through a range of promotion tools including for example the use of positive press reviews, and expert recommendations that their product is the right one to buy. 
Buyer Readiness Stage s 
Buy 
Conviction 
Preference 
Liking 
Knowledge 
Awareness
Psychographic Segmentation 
Stage 6. Purchase 
The last stage in buyer-readiness is purchase of the product, unfortunately conviction to buy may still not result in actual purchase, this may for example be due to the individuals current financial situation. Many customers will need further persuasion to make the purchase. Promotion may offer Sales Promotion discounts, or Personal Selling through Sales Representatives, in order to convert preference and conviction into a sale. 
Buyer Readiness Stage s 
Buy 
Conviction 
Preference 
Liking 
Knowledge 
Awareness
Document Presented by 
SusanGilbert.com 
Credit: http://www.examstutor.com 
http://blog.hubspot.com/ 
http://susangilbert.com/
1 sur 21

Recommandé

Consumer Decision Making Process par
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Processunnati shah
38.7K vues49 diapositives
Chapter 7 Consumer Learning par
Chapter 7 Consumer LearningChapter 7 Consumer Learning
Chapter 7 Consumer LearningAvinash Kumar
51K vues37 diapositives
Merchandise mix par
Merchandise mixMerchandise mix
Merchandise mixSameer Dhurat
26.4K vues42 diapositives
Retail Marketing Management - Marketing Mix par
Retail Marketing Management - Marketing MixRetail Marketing Management - Marketing Mix
Retail Marketing Management - Marketing MixNavin Raj Saroj
10.6K vues69 diapositives
Brand Architecture par
Brand ArchitectureBrand Architecture
Brand ArchitectureKarthik Jeganathan
9K vues23 diapositives
VALS par
VALSVALS
VALSVikram Dahiya
73.2K vues27 diapositives

Contenu connexe

Tendances

Consumer attitude towards consumer behaviour par
Consumer attitude towards consumer behaviourConsumer attitude towards consumer behaviour
Consumer attitude towards consumer behaviourArun Gupta
7.2K vues28 diapositives
Consumer Behaviour par
Consumer BehaviourConsumer Behaviour
Consumer BehaviourDr. Pratiksha Patil
126.2K vues169 diapositives
Brand Equity par
Brand EquityBrand Equity
Brand EquitySj -
33.1K vues30 diapositives
Consumer research par
Consumer researchConsumer research
Consumer researchJalal Uddin Arif
10.8K vues22 diapositives
Factors affecting on consumer buying behavior par
Factors affecting on consumer buying behaviorFactors affecting on consumer buying behavior
Factors affecting on consumer buying behaviorArouba Naseem
2.1K vues20 diapositives
Measuring brand equity par
Measuring brand equityMeasuring brand equity
Measuring brand equityPartha Chatterjee
41.5K vues29 diapositives

Tendances(20)

Consumer attitude towards consumer behaviour par Arun Gupta
Consumer attitude towards consumer behaviourConsumer attitude towards consumer behaviour
Consumer attitude towards consumer behaviour
Arun Gupta7.2K vues
Brand Equity par Sj -
Brand EquityBrand Equity
Brand Equity
Sj -33.1K vues
Factors affecting on consumer buying behavior par Arouba Naseem
Factors affecting on consumer buying behaviorFactors affecting on consumer buying behavior
Factors affecting on consumer buying behavior
Arouba Naseem2.1K vues
Consumer Behaviour -Family, social class & life cycle par rainbowlink
Consumer Behaviour -Family, social class & life cycleConsumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycle
rainbowlink61.6K vues
A presentation on personal selling par Reshma Babu
A presentation on personal sellingA presentation on personal selling
A presentation on personal selling
Reshma Babu2.8K vues
Consumer behavior and factors influencing consumer behavior par Wish Mrt'xa
Consumer behavior and factors influencing consumer behaviorConsumer behavior and factors influencing consumer behavior
Consumer behavior and factors influencing consumer behavior
Wish Mrt'xa144.2K vues
Brand questionnaire par yasiniub
Brand questionnaireBrand questionnaire
Brand questionnaire
yasiniub235.4K vues
Brand Personality par Sj -
Brand PersonalityBrand Personality
Brand Personality
Sj -183.1K vues
Role of Opinion leaders in consumer behaviour par Vijyata Singh
Role of Opinion leaders in consumer behaviour Role of Opinion leaders in consumer behaviour
Role of Opinion leaders in consumer behaviour
Vijyata Singh1.8K vues
Product hierarchy and product mix par amaresh tyagi
Product hierarchy and product mixProduct hierarchy and product mix
Product hierarchy and product mix
amaresh tyagi1.3K vues

Similaire à Psychographic Segmentation and Target Audience in Online Marketing

Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển par
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn HiểnYoung Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn HiểnGiang Nguyễn
1.8K vues35 diapositives
Consumer behaviour par
Consumer behaviourConsumer behaviour
Consumer behaviourMadhuKar Rai
886 vues11 diapositives
25 Keys To Sales & Marketing 2 par
25 Keys To Sales & Marketing 225 Keys To Sales & Marketing 2
25 Keys To Sales & Marketing 2guest94d217
482 vues25 diapositives
25 Keys To Sales & Marketing 2 par
25 Keys To Sales & Marketing 225 Keys To Sales & Marketing 2
25 Keys To Sales & Marketing 2Saurabh Aggarwal
410 vues26 diapositives
Britania par
BritaniaBritania
Britaniaraghu653
33.3K vues32 diapositives
Behavioural Segmentation of Market par
Behavioural Segmentation of MarketBehavioural Segmentation of Market
Behavioural Segmentation of MarketKaushik Deb
27K vues6 diapositives

Similaire à Psychographic Segmentation and Target Audience in Online Marketing(20)

Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển par Giang Nguyễn
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn HiểnYoung Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển
Giang Nguyễn1.8K vues
25 Keys To Sales & Marketing 2 par guest94d217
25 Keys To Sales & Marketing 225 Keys To Sales & Marketing 2
25 Keys To Sales & Marketing 2
guest94d217482 vues
Britania par raghu653
BritaniaBritania
Britania
raghu65333.3K vues
Behavioural Segmentation of Market par Kaushik Deb
Behavioural Segmentation of MarketBehavioural Segmentation of Market
Behavioural Segmentation of Market
Kaushik Deb27K vues
Part 1 Tasks (Objectives from Phases 1–4) My Personal Customer .docx par randyburney60861
Part 1 Tasks (Objectives from Phases 1–4) My Personal Customer .docxPart 1 Tasks (Objectives from Phases 1–4) My Personal Customer .docx
Part 1 Tasks (Objectives from Phases 1–4) My Personal Customer .docx
Marketing Messaging 101 par Ed Mazza
Marketing Messaging 101Marketing Messaging 101
Marketing Messaging 101
Ed Mazza238 vues
Consumer behavior all material Prepared by karventhan par karventhanps
Consumer behavior all material Prepared by karventhan Consumer behavior all material Prepared by karventhan
Consumer behavior all material Prepared by karventhan
karventhanps5.5K vues
206MKT Applied AdvertisingWeek 3 Workshop BConsumer Behavi.docx par felicidaddinwoodie
206MKT Applied AdvertisingWeek 3 Workshop BConsumer Behavi.docx206MKT Applied AdvertisingWeek 3 Workshop BConsumer Behavi.docx
206MKT Applied AdvertisingWeek 3 Workshop BConsumer Behavi.docx
Marketing messaging 101 par Ed Mazza
Marketing messaging 101Marketing messaging 101
Marketing messaging 101
Ed Mazza50 vues
Marketing messaging 101 par Ed Mazza
Marketing messaging 101Marketing messaging 101
Marketing messaging 101
Ed Mazza44 vues
Lecture 3 consumer decision making par Judith Ruga
Lecture 3 consumer decision makingLecture 3 consumer decision making
Lecture 3 consumer decision making
Judith Ruga3.9K vues
An PPT on Consumer Behaviour and Market Segmentation par MOHD AMAAN HASAN
An PPT on Consumer Behaviour and Market SegmentationAn PPT on Consumer Behaviour and Market Segmentation
An PPT on Consumer Behaviour and Market Segmentation
MOHD AMAAN HASAN504 vues
Young Marketers Elite 3 - Assignment Zero.1 - Ngọc Khánh + Nhật Minh + Thiên Vân par Ngọc Khánh Phạm
Young Marketers Elite 3 - Assignment Zero.1 - Ngọc Khánh + Nhật Minh + Thiên VânYoung Marketers Elite 3 - Assignment Zero.1 - Ngọc Khánh + Nhật Minh + Thiên Vân
Young Marketers Elite 3 - Assignment Zero.1 - Ngọc Khánh + Nhật Minh + Thiên Vân

Plus de Online Promotion Success, Inc.

Creating Content that Appeals to a Mobile Audience par
Creating Content that Appeals to a Mobile AudienceCreating Content that Appeals to a Mobile Audience
Creating Content that Appeals to a Mobile AudienceOnline Promotion Success, Inc.
512 vues12 diapositives
New Study: How Brands Respond on Twitter par
New Study: How Brands Respond on TwitterNew Study: How Brands Respond on Twitter
New Study: How Brands Respond on TwitterOnline Promotion Success, Inc.
554 vues12 diapositives
12 ways trending twitter topics and hashtags may not be working for you par
12 ways trending twitter topics and hashtags may not be working for you12 ways trending twitter topics and hashtags may not be working for you
12 ways trending twitter topics and hashtags may not be working for youOnline Promotion Success, Inc.
3.2K vues20 diapositives
Achieve Better Conversions Using Custom Audiences in Facebook Ads par
Achieve Better Conversions Using Custom Audiences in Facebook AdsAchieve Better Conversions Using Custom Audiences in Facebook Ads
Achieve Better Conversions Using Custom Audiences in Facebook AdsOnline Promotion Success, Inc.
661 vues21 diapositives
5 Steps to Content Marketing Success par
5 Steps to Content Marketing Success5 Steps to Content Marketing Success
5 Steps to Content Marketing SuccessOnline Promotion Success, Inc.
616 vues25 diapositives
Facebook Groups & Pages Benefit Work Together par
Facebook Groups & Pages Benefit Work TogetherFacebook Groups & Pages Benefit Work Together
Facebook Groups & Pages Benefit Work TogetherOnline Promotion Success, Inc.
753 vues17 diapositives

Dernier

Marketing Stories 2023 - Year in Review.pdf par
Marketing Stories 2023 - Year in Review.pdfMarketing Stories 2023 - Year in Review.pdf
Marketing Stories 2023 - Year in Review.pdfDigital Uncovered
63 vues22 diapositives
GDPR Compliant Growth Hacks (TheBootstrappedWay.com) par
GDPR Compliant Growth Hacks (TheBootstrappedWay.com)GDPR Compliant Growth Hacks (TheBootstrappedWay.com)
GDPR Compliant Growth Hacks (TheBootstrappedWay.com)Daniel Pirciu
5 vues48 diapositives
Market Segmentation par
Market SegmentationMarket Segmentation
Market Segmentationkennethrakes
10 vues12 diapositives
"SEO Mastery: Top 10 Tools used by every expert for improving Websites" par
 "SEO Mastery: Top 10 Tools used by every expert for improving Websites" "SEO Mastery: Top 10 Tools used by every expert for improving Websites"
"SEO Mastery: Top 10 Tools used by every expert for improving Websites"Beacon Coders
7 vues11 diapositives
How to leverage E-E-A-T to boost your international expansion par
How to leverage E-E-A-T to boost your international expansionHow to leverage E-E-A-T to boost your international expansion
How to leverage E-E-A-T to boost your international expansionGemma Fontane
6 vues117 diapositives
Matthew-case-study-v2.pdf par
Matthew-case-study-v2.pdfMatthew-case-study-v2.pdf
Matthew-case-study-v2.pdfkowsikpirabhusr1
22 vues23 diapositives

Dernier(20)

GDPR Compliant Growth Hacks (TheBootstrappedWay.com) par Daniel Pirciu
GDPR Compliant Growth Hacks (TheBootstrappedWay.com)GDPR Compliant Growth Hacks (TheBootstrappedWay.com)
GDPR Compliant Growth Hacks (TheBootstrappedWay.com)
Daniel Pirciu5 vues
"SEO Mastery: Top 10 Tools used by every expert for improving Websites" par Beacon Coders
 "SEO Mastery: Top 10 Tools used by every expert for improving Websites" "SEO Mastery: Top 10 Tools used by every expert for improving Websites"
"SEO Mastery: Top 10 Tools used by every expert for improving Websites"
Beacon Coders7 vues
How to leverage E-E-A-T to boost your international expansion par Gemma Fontane
How to leverage E-E-A-T to boost your international expansionHow to leverage E-E-A-T to boost your international expansion
How to leverage E-E-A-T to boost your international expansion
Gemma Fontane6 vues
"SEO Keyword Checklist: Supercharge Your Website's Ranking Strategy" par Beacon Coders
"SEO Keyword Checklist: Supercharge Your Website's Ranking Strategy""SEO Keyword Checklist: Supercharge Your Website's Ranking Strategy"
"SEO Keyword Checklist: Supercharge Your Website's Ranking Strategy"
Beacon Coders8 vues
How to create and present logo. pdf par Gaurav Singh
How to create and present logo. pdfHow to create and present logo. pdf
How to create and present logo. pdf
Gaurav Singh22 vues
7 Benefits of Child Welfare Management Software par jeremyray18
7 Benefits of Child Welfare Management Software7 Benefits of Child Welfare Management Software
7 Benefits of Child Welfare Management Software
jeremyray188 vues
First 30 days of Your CRO Program par VWO
First 30 days of Your CRO ProgramFirst 30 days of Your CRO Program
First 30 days of Your CRO Program
VWO58 vues
SaaS growth strategies that generate MRR, not just traffic (TheBootstrappedWa... par Daniel Pirciu
SaaS growth strategies that generate MRR, not just traffic (TheBootstrappedWa...SaaS growth strategies that generate MRR, not just traffic (TheBootstrappedWa...
SaaS growth strategies that generate MRR, not just traffic (TheBootstrappedWa...
Daniel Pirciu7 vues
Bridging the Gap: How SEO and CRO Work Together to Maximize User Satisfaction... par Rio Ichikawa
Bridging the Gap: How SEO and CRO Work Together to Maximize User Satisfaction...Bridging the Gap: How SEO and CRO Work Together to Maximize User Satisfaction...
Bridging the Gap: How SEO and CRO Work Together to Maximize User Satisfaction...
Rio Ichikawa144 vues
content strategy _ seconed oponion _medical industry par jonathanhany42
content strategy _ seconed oponion _medical industrycontent strategy _ seconed oponion _medical industry
content strategy _ seconed oponion _medical industry
jonathanhany4213 vues
Branding Proposal for Company.pptx par DSOMGuy
Branding Proposal for Company.pptxBranding Proposal for Company.pptx
Branding Proposal for Company.pptx
DSOMGuy5 vues
Weekly Media Update_28_11_2023.pdf par BalmerLawrie
Weekly Media Update_28_11_2023.pdfWeekly Media Update_28_11_2023.pdf
Weekly Media Update_28_11_2023.pdf
BalmerLawrie15 vues

Psychographic Segmentation and Target Audience in Online Marketing

  • 1. Psychographic Segmentation & Target Audience in Online Marketing
  • 2. Merriam Webster: “market research or statistics classifying population groups according to psychological variables (as attitudes, values, or fears); also : variables or trends identified through such research” Definition of PSYCHOGRAPHICS
  • 3. Psychographics is about using the demographic information you have for your buyer persona to figure out more about their lifestyle, their behaviors and their habits.
  • 4. How to find the Psychographic Data? 1) Marketing Data 2) Sales and Customer Service Teams 3) Surveys 4) Social Media 5) Focus Groups or Group Interviews
  • 5. How to find the Psychographic Data? Read the detailed articles about obtaining Psychographic Data Psychographic Marketing and Tagrget Audience [infographic] How to Obtain Psychographic Data of Your Target Audience How to Use Psychographic Data in your Online Marketing [Infographic]
  • 6. Psychographic Segmentation Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics
  • 7. Psychographic Segmentation Social class is the single most used variable for research purposes, and divides the population into groups based on the occupation of the 'Chief Income Earner' (CIE), as such it can be seen as a socio-economic scale. 1) Social Class
  • 8. Psychographic Segmentation The socio-economic scale Social grade Description of occupation Example A higher managerial, administrative or professional Company director B intermediate managerial, administrative or professional Middle manager C1 supervisory, clerical, junior administrative or professional Bank clerk C2 skilled manual workers Plumber D semi- and unskilled manual workers Labourer E state pensioners with no other income, widows, casual and lowest grade earners Unemployed
  • 9. Psychographic Segmentation One example of a life style classification model, is that developed by the advertising agency, Young & Rubican, called Cross Cultural Consumer Characterization (4Cs for short). This classification model is presented in the table below 2) Lifestyle
  • 10. Psychographic Segmentation Cross Cultural Consumer Characterization Resigned Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older) Struggler Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. Mainstreamer Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group. Aspirer Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation) Succeeder Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management) Explorer Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student) Reformer Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)
  • 11. Psychographic Segmentation Behavioural segmentation divides the market into groups based on their knowledge, attitudes, uses and responses to the product. Following are commonly applied behavioural segments 3) Behavioural segmentation
  • 12. Psychographic Segmentation Behavioural segmentation Occasions Groups individuals according to the occasions when they purchase, use or think of buying a product. Benefits Sought Groups individuals according to the benefits they seek from the product. Usage Rate Groups individuals according to the level of usage they make of the product, be it Heavy, Medium or Light usage. User Status Groups individuals according to whether they are non-users, potential users, first-time users, regular users, or ex-users of a product Loyalty Status Groups individuals according to their level of loyalty to the product. 'Hard core loyals' always purchase the product / brand in question. Whilst 'Soft core loyals' will sometimes purchase another brand, and 'Switchers' will not specifically seek out a particular brand, but rather purchase the brand available to them at time of need, or that which was on sale.
  • 13. Psychographic Segmentation Groups individuals according to their readiness to purchase the product. This segmentation model is particularly useful in formulating and monitoring the marketing communication strategies employed to move consumers towards purchase of a product or brand. 4) Buyer Readiness Stage
  • 14. Buy Conviction Preference Liking Knowledge Awareness Psychographic Segmentation Buyer Readiness Stages
  • 15. Psychographic Segmentation Stage 1. Awareness At the launch of a new product, the target market may not even be aware that the product exists, even established products seeking to enter new segments of the market may need to raise awareness of both their company and their product. The now infamous Benetton promotion campaigns had as one of their objectives, raising awareness of the Benetton brand, and what ever you think of the methods the company used, the fact remains that Benetton became one of the 5 most recognised brands in the world. Buyer Readiness Stage s Buy Conviction Preference Liking Knowledge Awareness
  • 16. Psychographic Segmentation Stage 2. Knowledge The audience may well be aware of a product or company, but still have either very little knowledge of what the product or company does, or possibly worse have the wrong impression of both the product and company. Daewoo when it first entered the UK Car Market, had to go about educating the target market about both its products and the company itself, early promotional material therefore informed the audience about the size, history and strength of the company. Buyer Readiness Stage s Buy Conviction Preference Liking Knowledge Awareness
  • 17. Psychographic Segmentation Stage 3. Liking Knowing about a company or product does not mean the audience will necessarily like either, they may well be ambivalent, have no feeling at all, or even dislike the product. An audience with knowledge of a product must therefore be moved to the stage of liking the product. Promotion must seek to develop a positive attitude towards the product, or if market research identifies a poor product image in the market, promotion must seek to address these issues within its promotional campaign. IKEA addressed head-on the target markets concerns, that much of their furniture has to be assembled after purchase, and that there are limited staff available on the shop floor, cleverly turning what the audience may well have originally perceived as negatives into positives of shopping at IKEA. Buyer Readiness Stage s Buy Conviction Preference Liking Knowledge Awareness
  • 18. Psychographic Segmentation Stage 4. Preference Given the level of competition in markets today, it is often the case that the potential customer will like several competing products on the market, promotion must now therefore seek to develop within the audience a preference for their product. Through research the business must establish the key features of the product in the eyes of the target market, these might include efficiency, performance, economy, value, and quality. Promotion will now therefore underline the advantages of the product in terms of these key features, which differentiate it from the competition. Buyer Readiness Stage s Buy Conviction Preference Liking Knowledge Awareness
  • 19. Psychographic Segmentation Stage 5. Conviction An audience which prefers a particular product, may still not buy that product based on pure preference. In fact many customers will purchase a competitors product which they did not prefer purely because they were convinced it was the right decision at that time. Promotion must now build confidence in the audience that their preference for the product is justified, and convince them through a range of promotion tools including for example the use of positive press reviews, and expert recommendations that their product is the right one to buy. Buyer Readiness Stage s Buy Conviction Preference Liking Knowledge Awareness
  • 20. Psychographic Segmentation Stage 6. Purchase The last stage in buyer-readiness is purchase of the product, unfortunately conviction to buy may still not result in actual purchase, this may for example be due to the individuals current financial situation. Many customers will need further persuasion to make the purchase. Promotion may offer Sales Promotion discounts, or Personal Selling through Sales Representatives, in order to convert preference and conviction into a sale. Buyer Readiness Stage s Buy Conviction Preference Liking Knowledge Awareness
  • 21. Document Presented by SusanGilbert.com Credit: http://www.examstutor.com http://blog.hubspot.com/ http://susangilbert.com/