Scribd Logo
Upload

Welcome to Scribd!

  • 86 views

    Psychographics

    Uploaded by

    api-425582377
    Psychographics divides the market into groups based on opinions, beliefs, values and interests. It assumes that purchases reflect personal characteristics and lifestyle patterns. There are 7 categories: Resigned seek survival and prefer practical magazines; Strugglers seek escape and celebrity gossip; Mainstreamers follow trends and seek security; Aspirers value brands and status; Succeeders seek control and prestige; Explorers seek discovery and difference; Reformers seek enlightenment and growth. Demographics classify the audience by attributes like age, gender, education level, income class, region, and religion. Basic groupings include these attributes as well as family status, ethnicity, and political views. Social grading further divides classes from upper middle (A)

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Psychographics

    Uploaded by

    api-425582377
    86 views2 pages
    Psychographics divides the market into groups based on opinions, beliefs, values and interests. It assumes that purchases reflect personal characteristics and lifestyle patterns. There are 7 categories: Resigned seek survival and prefer practical magazines; Strugglers seek escape and celebrity gossip; Mainstreamers follow trends and seek security; Aspirers value brands and status; Succeeders seek control and prestige; Explorers seek discovery and difference; Reformers seek enlightenment and growth. Demographics classify the audience by attributes like age, gender, education level, income class, region, and religion. Basic groupings include these attributes as well as family status, ethnicity, and political views. Social grading further divides classes from upper middle (A)

    Original Title

    psychographics

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Psychographics divides the market into groups based on opinions, beliefs, values and interests. It assumes that purchases reflect personal characteristics and lifestyle patterns. There are 7 categories: Resigned seek survival and prefer practical magazines; Strugglers seek escape and celebrity gossip; Mainstreamers follow trends and seek security; Aspirers value brands and status; Succeeders seek control and prestige; Explorers seek discovery and difference; Reformers seek enlightenment and growth. Demographics classify the audience by attributes like age, gender, education level, income class, region, and religion. Basic groupings include these attributes as well as family status, ethnicity, and political views. Social grading further divides classes from upper middle (A)

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    86 views2 pages

    Psychographics

    Uploaded by

    api-425582377
    Psychographics divides the market into groups based on opinions, beliefs, values and interests. It assumes that purchases reflect personal characteristics and lifestyle patterns. There are 7 categories: Resigned seek survival and prefer practical magazines; Strugglers seek escape and celebrity gossip; Mainstreamers follow trends and seek security; Aspirers value brands and status; Succeeders seek control and prestige; Explorers seek discovery and difference; Reformers seek enlightenment and growth. Demographics classify the audience by attributes like age, gender, education level, income class, region, and religion. Basic groupings include these attributes as well as family status, ethnicity, and political views. Social grading further divides classes from upper middle (A)

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 2

    Psychographics

    What it is?
    Psychographics divides the market into groups based on opinions, beliefs, values and interests. It is based on
    the assumptions that the types of products and brands an individual purchases will reflect that persons
    characteristics and patterns of living.

    Categories:
    Resigned – Rigid, strict and authoritarian. Orientated to the past and resigned roles. Tends to be
    older people. Seek survival. A magazine the resigned profile would like is a practical
    magazine or newspaper.

    Struggler – Alienated struggler. Disorganised – with mainly mechanical and physical skills.
    Tend to be heavy consumers of alcohol, junk food etc. Seeks escape. A magazine the
    struggler profile would like is a celebrity gossip magazine to allow them to escape.

    Mainstreamer – Domestic, conformist, conventional, habitual and part of the mass. Follow
    the latest trends. Seeks security.

    Aspirer - Materialistic, acquisitive, affiliation and place importance on brands and identity.
    Usually young people. Seeks status

    Succeeder - Strong goal orientation, confidence, good work ethic, high


    aims, Brand choice based on self reward and prestige. Seeks control.

    Explorer - Experience, challenge, brand choice highlights difference and


    adventure. Typically young people. Seeks discovery.

    Reformer - Socially aware and free from restrictions and make independent decisions. Anti -
    materialistic, inquisitive and support growth of new products. Seek enlightenment.
    Demographics
    What is it?
    Demographic data information is used in media marketing to classify an audience by age, gender, race and other
    categories. In media demographics are used to pinpoint potential audience growth and to spot under
    performance.

    Basic demographic grouping?



    • Gender • Class • Education • Region
    • Age • Nation • Religion • Urban/ Rural 

    • Family • Ethnicity • Political allegiance

    Social Grading:

    A Upper middle class Higher managerial, Lawyer and barrister.


    administrative or professional
    job employment.

    B Middle class Intermediate managerial, policeman


    administrative or professional
    job employment.

    C1 Lower middle class Supervisory or clerical and nurse


    junior managerial
    administrative or professional
    job employment.

    C2 Skilled working class Skilled manual workers builder


    D Working class Unskilled manual workers fast-food worker
    E Casual / lowest grade workers pensioners and others who pensioner
    depend on the welfare state for
    their income.

    You might also like