MARK 4100 Lecture Notes - Lecture 18: Psychographic, Protestant Work Ethic, Feeding America
8 Mar 2018
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Lecture 18 psychographics: values, personality and lifestyle. Psychographics: the way we feel about ourselves, the things we value, the things we do in our spare time, ex: (cid:498)joanne(cid:499) is a mother over 35 (cid:523)heartburn from coffee rather than pizza and beer(cid:524); P&g claim to know what she feels, eats and likes to buy. Psychographics additional info: developed in the (cid:883)9(cid:888)(cid:882)"s and (cid:883)9(cid:889)(cid:882)"s, demographics tell us (cid:498)who(cid:499) buys, but psychographics tell us (cid:498)why(cid:499) they buy. Psychographics: functions: psychological determine market segments, sociological determine reasons for choice, anthropological fine tune offerings. Personality: definition: a person"s unique psychological makeup and how it consistently influences the way a person responds to his or her environment, reflected in consumption choices, allows marketers to segment consumers based on lifestyles. Aaker"s 5 dimensions of brand personality: competence, reliable, hard working, intelligent, confident, successful, ruggedness, outdoorsy, masculine, tough, excitement, exciting, spirited, imaginative, up-to-date, sincerity, down to earth, honest, wholesome, cheerful, sophistication, upper class, glamorous, good looking, charming.
