Lifestyle &Psychographics

8/8/2019 Lifestyle &Psychographics

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Contents.

LIFE STYLE

CONCLUSION

CHARACTERISTICS OF LIFE STYLE

PSYCHOGRAPHICS

VALS (VALUE & LIFE STYLE)

VALS 9 SEGMENT MODEL & VALS 2


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Life Style

Life-style can define as the way living whichis influenced by certain demographical and psychological factors likeincome, status, social class, attitude, personality, belief andperception.

Activities

Interest

Opinion Life Style Other Persons

Attitude

Demographic characteristics.


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Characteristics of Life Style

Life-style is a group phenomena.

Life-style tells us about the various aspects of life.

Life-style implies a central life interest

Politics

Religion Family

Sexual desire

Exploitation

Life-style vary according to the sociologically relevantvariables.


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Influences on Life-Style

Customer and society

Group and individual expectation and values

Life-style patterns and values

Customer Behaviour (purchase decision)

Reaction of market


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Psychographics.

"Psychographics involves the

psychological, sociological and anthropological factors which

determine how the market is segmented.

Sociological factors Psychologicalfactors

Anthropologicalfactors

Social class

Reference group

Status

Lifestyle

Personality

Behavior

Attitude

Motivation

Perception

Personality

development

Customers/ beliefs/

valuesAttitude change

Perception

development


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In order to segment on the basis of Psychographics

Each segment must have different identity.

Each segment must engage a systematic behavior.

Each segment must offer marketing mix efficiency.

The different levels of segmentation are:

Level-1: On the basis of demographical, psychological and sociological

factors.

Level-2: Benefits desired.

Level-3: Behavior pre-purchase and post-purchase behavior.


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VALS (Value and Life Style)

Arnold Mitchell developed VALS model on

the basis of value and Life-style.

One of the popular commercially available

classification systems based on the psychographics measurements

is SRI Consulting Business Intelligences (SRIC-BI) VALS

framework.


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INTEGRATED

SOCIALLY

CONSCIOUSACHIEVER

BELONGER

EMULATOR

I

EXPERIMENTAL

SUSTAINER

SURVIVOR

V

ALS-- 9 SEGMENTS MODEL

OUTER DIRECTEDINNER DIRECTED


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VALS II

VALS II classifies all U.S. adults into 8 primarygroups based on psychological attributes and key

demographics.

The four groups with the High

Resources are:

The four groups with the Low

Resources are:

Actualizers

Fulfilleds

Achievers

Experiencers

Believers

Strivers

Makers

Strugglers


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ACTION

ORIENTED

STATUS

ORIENTED

PRINCIPLE

ORIENTED

ACTUALIZERS

STRUGGLERS

STRIVERS MAKERSBELIVERS

EXPERIENCERSACHIEVERFULFILLEDS

LOW RESOURCES

LOW INNOVATION

HIGH RESOURCES

HIGH INNOVATION


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Conclusion

Lifestyle is the distinctive mode of behaviourcentered around activities, interest, opinions, attitudes anddemographical characteristics which distinguishes one person ofpopulation from the other.

Psychographics help the marketers fine-tune itsofferings to meet the needs of the different segments. Demographicstells us about who buys the products but psychographics tells us whythey do.

Lifestyle and Psychographics help us to analyzethe behavior of the consumers which in turn helps the markers tosegment and target the consumers properly and hence take introducethe product into the market accordingly.


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Documents

Lifestyle &Psychographics