DemographicsandPsychographics英文.pptx

DemographicsandPsychographics英文.pptx

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,DemographicsandPsychographics,Overview,DemographicsPsychographicspersonalityvalueslifestyles,Demographics,Definition:

thesize,structure,anddistributionofapopulationDemographicanalysisisusedinmarketsegmentdescriptionstrendanalysisConsumersanalystsusedemographicstopredict:

changesindemandconsumptionofspecificproducts/services,CommonDemographics,AgeGenderIncomeOccupationEducationRaceRegionReligion,AgeGroupMarkets,Children/PreteensTeenagersTwentysomethings/GenerationXBabyBoomers50+theearly50+ersthematuremarket（retired）,Children/Preteens,HeavilyinfluencedbyparentsandfamilybutSignificantinfluencebypeersFrequentlyheavilyexposedtoTVandassociatedrolemodels,Teenagers,Significantdiscretionaryspendingpower（frequentlyhaveincomewithmodestexpenses）InfluenceonfamilypurchasesStrongpeerinfluenceOpportunitiesforexperimentationwithproducts,GenerationX/Twentysomethings,Born1965-1976FrequentlystillincollegeManystillinexperimentalstageOftenmorecynicalandlessbrandloyal,BabyBoomers嬰兒潮世代,Born1946to1964FrequentlyenteringprimeearningpowerBlendofXgenerationandtraditionalvalues46%havecollegedegreeTwothirdsofwiveswork,Theearly50+ers,AgingbabyboomersOftenhardhitbydownsizingandlayoffsManyhavesignificantassetsbuiltupEmptynest,TheMatureMarket,Verydiverse-somemembersfitstereotype;somedonotWidedisparityinincomeOftenlivedthroughDepressionvaluethrift,savings,ShouldIhaveanEnsureoraSustacal?

GenderandConsumption,SexrolesTodayandyesterdayAcrossculturesValuesAcquisitionmethodsConsumption,IgoingtomakeaquicktriptoVenus,butIwanttobebackforthegame!

Psychographics,Definition:

thedescriptionofconsumersonthebasisoftheirpsychologicalcharacteristicsBasiccomponentsofpsychographicspersonalityvalueslifestyles（traditionaldefinitionofpsychographics）,Personality,Personality:

Theconsistentresponsetoenvironmentalstimulianindividualsuniquepsychologicalmakeup,whichconsistentlyinfluenceshowthepersonrespondstohisorherenvironment,ApproachestoPersonality,PsychoanalyticTheory心理分析理論Socio-PsychologicalTheory社會心理理論Trait-FactorTheory特徵理論,PsychoanalyticTheory,Humanpersonalitysystemconsistsoftheid,ego,andsuperegoid（本我）:

sourceofpsychicenergyego（自我）:

mediatorofidandsuperegosuperego（超我）:

societalorpersonalnormsThedynamicinteractionoftheseresultsinunconsciousmotivationsthataremanifestedinobservedhumanbehavior,Socio-PsychologicalTheory,RecognizesinterdependenceoftheindividualandsocietyThreeorientationsofhumanbehavior:

complaint,aggressive,anddetachedSocialvariables（ratherthanbiologicalinstinct）aremostimportantinshapingpersonalityPersonmaybuyaproductthatsymbolizesunattainableorunacceptablegoal-”forbiddendesire”,Trait-FactorTheory,Personalitymadeupoftraits:

anydistinguishable,relativelyenduringwayinwhichindividualsdifferfromoneanotherUnderstandingconsumertraitscanbeusefulinmarketingplansPracticalapplicationisbrandpersonality:

thepersonalityconsumersinterpretfromabrand,Personality?

CanWePredictConsumerBehaviorfrom,Yes-atleasttosomeextentTheoryneedstoberelevantandproductspecificSomevariablesthatpredictbehavior:

InnovativenessNeedforcognition（NFC）Self-monitoringLocusofcontrol,Values,Values:

enduringbeliefsaboutlifeandacceptablebehavior,SocialValuesandPersonalValues,Socialvaluesdefine“normal”behaviorforasocietyorgroupPersonalvaluesdefine“normal”behaviorforanindividualSocialvaluesofgroupstowhichanindividualbelongs,influencepersonalvaluesValueshelpexplainhowconsumersanswerthequestion,“Isthisproductforme?

”,MeasuringValues:

RokeachValueScale,ValuesareconcernedwithgoalsandwaysofbehavingtoobtainthemRVSaskspeopletorankimportanceofaseriesofgoalsandwaysofbehavingcanbeusedtosegmentgroupsbasedonvaluessystems,RokeachValueScale,Instrumental（ModesofConduct）,TerminalValues（EndStates）,AmbitionBroad-mindedCapableCheerfulCleanCourageousForgivingHonestImaginativeIndependentIntellectualLogical,AcomfortablelifeAnexcitinglifeEqualityFamilysecurityAworldatpeaceFreedomAworldofbeautyHappinessNationalsecurityPleasureInnerharmonyMaturelove,MeasuringValues:

SchwartzValueScale,DesignedtomeasureacomprehensivesetofvaluesthoughttobeheldbynearlyeveryoneValuesaretrans-situationalgoalsthatservetheinterestofindividualsorgroupsandexpressoneoftenuniversalmotivationsorvaluetypesThetenvaluesandfourhigher-ordervaluedomainsrepresentacontinuumofrelatedmotivations,StructuralRelationofMotivationalValueTypes,ValuesandTheDecisionProcess,Laddering:

in-depthprobingdirectedtowarduncoveringhigher-levelmeaningsatboththebenefitlevelandthevaluelevelItseekslinkagesbetweenproductattributes,personaloutcomes,andvaluesIdentifyingwhichproductattributeappealstowhichvalue-basedsegmentcanguideadvertisingandmarketingappeals,LadderingandtheMeans-EndChain,Attributes,Consequences,Values,Largeengine,Fastacceleration,Performance,Feelingofpower,Self-esteem,Lifestyles,Lifestyle:

patternsinwhichpeopleliveandspendtimeandmoneyPsychographics:

anoperationaltechniquetomeasurelifestyles（traditionaldefinitionofpsychographics）Demographicsfocusmoreonwhobuysproducts;psychographicsfocusonwhytheybuyAIOmeasures:

activities,interests,andopinions,AIOCategoriesofLifestyleStudies,Interests,Opinions,Activities,FamilyHomeJobCommunityRecreationFashionFoodMediaAchievements,SocialIssuesPoliticsThemselvesBusinessEconomicsEducationProductsFutureCulture,WorkHobbiesSocialEventsVacationEntertainmentCommunityShoppingSportsVolunteering,ValuesAndLifestyleSystem,VALS2capturesconsumersattitudesandvaluesbymeasuringhowstronglytheyagreeordisagreewithvariousphrasesClassificationsofself-orientations:

Principleoriented:

makepurchasesbasedontheirprinciplesnotothersStatusoriented:

heavilyinfluencedbyothersbeliefs,opinions,andviewsActionoriented:

buytoaffectenvironmentandseekactivity,variety,andrisk,VALSLifestyleSegments,Actualizers,Strugglers,LowResources,HighResources,StatusOrientation,ActionOrientation,PrincipleOrientation,Fulfilleds,Believers,Achievers,Strivers,Experiencers,Makers,谢谢,24.1.3110:

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29,2024年1月31日星期三10时2分29秒,