MKTG 35035 Lecture Notes - Lecture 11: Zip Code, Psychographic, Social Identity Theory
19 Feb 2020
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Document Summary
Relies on geodemographics, the belief that people tend to live with people who are similar to them in income, occupation, attitudes, and lifestyles. Uses zip code or zip+4 data to identify people based on the neighborhoods/streets/blocks on which they live. Results in many more segments, though not one for each zip code. Very useful for literally finding/locating your target consumers: personality and lifestyles, marketers use personality and lifestyles more than any other form of segmentation because the information is: Easy to use to create groups or segments. Highly connected to consumption decisions and behavior. Useful for branding and creating brand personalities. How we see ourselves realistically who we think we. Who we think we should be, based on what we"ve learned from our society, our parents, our culture, etc. In some societies, women are assumed to be less than men. If you are the only woman in a room full of men, your gender identity may be strongest.
