Chap 6 Lifestyle

8/7/2019 Chap 6 Lifestyle

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Open Mentis 2007 www.mycbbook.com

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Open Mentis 2007

ConsumerLifestyles

andPsychographics

Chapter 6

IIPART

Inside the

Consumers Mind


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P.S.Y.C.H.O.G.R.A.P.H.I.C.S.

Psychological AND

Behavioral Makeup of

People.

And

A Quantitative Way of

Measuring this Makeup.


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Values

Motives

Personality

Self-

Concept

Lifestyle

Which of these is Psychographics?


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L.I.F.E.S.T.Y.L.E.S.

LIFESTYLES The Way we live.

Pattern of Living:

How we spend

Our Money and Time,and

What Activities We

Undertake


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LIFESTYLESThe Way we live.

Pattern of Living:

How we spendOur Money and

Time,

and

What Activities We

Undertake



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Values

Motives

Personality

Self-

Concept

Lifestyle


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MeasuringLIFESTYLES



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VALS



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1. General Population

Lifestyles

2. Subpopulation Lifestyles

3. Domain-specific Lifestyles4. Product-specific

Psychographics

5. Customers

Psychographics

LIFESTYLES and Psychographics

Marketing Applications


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1. Choose Your

Target Markets

2. Create Different

Programs for

Different

Segments

3. Court a

Segment

4. Appeal to

Lifestyles


Steps in Implementing Psychographics


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Materialism. A devotion to

material needs and interests.


Materialism Vs Simplicity

Three Dimensions Acquisition

Centrality Acquisition as

Pursuit ofHappiness Possessions-

defined Success


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Measuring Materialism

Review Table 6.3, p. 175)

Rate yourself on that scale.

Does your score show you are

a materialist?

Does your score match with

your own view of yourself.

Does your consumer behavior

show the extent of materialism

predicted by this scale?


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Voluntary Simplicity. Acquiring

a Belief System that Too

Much Consumption Is

Undesirable.And Choosing to Live a Life

with Fewer Goods.

It is a BELIEF SYSTEM + a

PRACTICE


Materialism Vs Simplicity


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Chap 6 Lifestyle

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