Psychographics is the study of personality, values, attitudes, interests, and lifestyles. below is a description of the 7 Psychographics.
Resigned
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Rigid, strict, authoritarian and chauvinist values,
oriented to the past and to Resigned roles. Brand choice stresses safety,
familiarity and economy. (Older)
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Struggler
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Alienated, Struggler, disorganised - with few resources
apart from physical/mechanical skills (e.g. car repair). Heavy consumers of
alcohol, junk food and lotteries, also trainers. Brand choice involves impact
and sensation.
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Mainstreamer
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Domestic, conformist, conventional, sentimental,
passive, habitual. Part of the mass, favouring big and well-known value for
money 'family' brands. Almost invariably the largest 4Cs group.
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Aspirer
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Materialistic, acquisitive, affiliative, oriented to
extrinsics ... image, appearance, charisma, persona and fashion. Attractive
packaging more important than quality of contents. (Younger, clerical/sales
type occupation)
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Succeeder
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Strong goal orientation, confidence, work ethic,
organisation ... support status quo, stability. Brand choice based on reward,
prestige - the very best . Also attracted to 'caring' and protective brands
... stress relief. (Top management)
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Explorer
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Energy - autonomy, experience, challenge, new
frontiers. Brand choice highlights difference, sensation, adventure,
indulgence and instant effect - the first to try new brands. (Younger -
student)
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Reformer
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Freedom from restriction, personal growth, social
awareness, value for time, independent judgement, tolerance of complexity,
anti-materialistic but intolerant of bad taste. Curious and enquiring,
support growth of new product categories. Select brands for intrinsic
quality, favouring natural simplicity, small is beautiful.(Higher Education)
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