Psychographics in segmenting consumer markets: antecedents and implications for marketers
Author(s) | |
---|---|
Grundey, Dainora | Vilniaus universitetas |
Rosetti educational |
Date Issued |
---|
2008 |
The article deals with the psychographic factors in consumer behaviour. The concept of psychography is treated as the method of lifestyle research. The lifestyle is perceived as a person's daily life, which reveals hi/her activities, hobbies, likes and dislikes, and attitudes. However, the lifestyle includes more than the personality and social class of a person; it also outlines a common character of person's behaviour and communication with the world. The article goes deep into the typologies made according to the method of lifestyle research such as the Enneagram model, VALS and VAL52 frameworks, GeoVALS system, AiO framework, Taylor Nelson's Monitor model, Young and RubicanYs 4 Cs, etc. Consumers are classified into variety of groups according to these typologies. Since the ro/e of each consumer as the buyer depends on his lifestyle, advertisement producers should survey how the groups of consumers behave prior to creating adequate images in the advertisement. It is important to perceive what they think, feel, and believe in, which lifestyle they propagate and which goods and services they prefer.