MKT 400 Chapter 6: Chapter 6 - Personality and Lifestyles

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Marla Spergel

Document Summary

Personality y refers to a person s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Personality of positioning y a brand s positioning strategy is a statement about what that brand wants to be in the eyes of its customers y brand personality is also a statement about how the brand is positioned. Aios y most contemporary psychographic research attempts to group consumers according to some combination of activities, interests, and opinions (aios) y 20/80 rule: only 20% of a product s users account for 80% of the volume of product sold. Vals y the most well-known and widely used segmentation system is vals (values and lifestyles) y figure 6-3 on pg 191: vals segmentation system. Geodemography y refers to the analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns.