Scribd Logo
Upload

Welcome to Scribd!

  • 36 views

    Lifestyle and Its Influences

    Uploaded by

    Ganifza
    Lifestyle marketing recognizes that consumers can be segmented based on their activities, attitudes, and social groups. Understanding a target market's lifestyle allows companies to identify matching products and services, develop new products, and craft effective promotional strategies. Psychographics is a popular way to measure lifestyles by examining people's activities, interests, and opinions to group them into lifestyle categories that share common patterns of behavior. VALS is a specific psychographic framework that segments consumers into nine categories based on their motivations and resources.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Lifestyle and Its Influences

    Uploaded by

    Ganifza
    36 views11 pages
    Lifestyle marketing recognizes that consumers can be segmented based on their activities, attitudes, and social groups. Understanding a target market's lifestyle allows companies to identify matching products and services, develop new products, and craft effective promotional strategies. Psychographics is a popular way to measure lifestyles by examining people's activities, interests, and opinions to group them into lifestyle categories that share common patterns of behavior. VALS is a specific psychographic framework that segments consumers into nine categories based on their motivations and resources.

    Original Title

    Lifestyle

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Lifestyle marketing recognizes that consumers can be segmented based on their activities, attitudes, and social groups. Understanding a target market's lifestyle allows companies to identify matching products and services, develop new products, and craft effective promotional strategies. Psychographics is a popular way to measure lifestyles by examining people's activities, interests, and opinions to group them into lifestyle categories that share common patterns of behavior. VALS is a specific psychographic framework that segments consumers into nine categories based on their motivations and resources.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    36 views11 pages

    Lifestyle and Its Influences

    Uploaded by

    Ganifza
    Lifestyle marketing recognizes that consumers can be segmented based on their activities, attitudes, and social groups. Understanding a target market's lifestyle allows companies to identify matching products and services, develop new products, and craft effective promotional strategies. Psychographics is a popular way to measure lifestyles by examining people's activities, interests, and opinions to group them into lifestyle categories that share common patterns of behavior. VALS is a specific psychographic framework that segments consumers into nine categories based on their motivations and resources.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 11

    Lifestyle and its Influences

    Lifestyle
    Lifestyle means the ways groups of consumers spend time and money. Segment people based on three things: Opinion Attitudes Activities

    It creates social identity.


    The consumers lifestyle mainly depends on income, gender, culture, and social group etc..,

    Lifestyle Marketing
    Lifestyle marketing recognizes people sort themselves into groups on the basis of :
    What they like to do? How they spend leisure time? How they spend disposable income?

    To identify the set of products and


    services that go together.

    Importance of Lifestyle
    Defining the target market (beyond demographics) New product development Cross-merchandising Promotional and media strategies Creating a new view of the market Better communicating product attributes/benefits - to match a person's lifestyle. Reaching consumers

    Lifestyles (Indian Perspective)

    Need Driven
    Survivors Sustainers Be longer I-am-me Experiment Socially Conscious

    Internally Driven

    Emulator Achiever

    Outer Driven

    Integrated

    Buyer lifestyle
    Survivors : Price conscious , not very knowledgeable , depressed. Sustainers: Strugglers , swayed by brand guarantee , impulse buyers. Belongers : Conventional conservative , nostalgic , unexperimental. Emulators : Ambitious , upwardly mobile , status conscious , buy to impress others. Achievers : Leaders , work in hi tech top line products. I-am-me : Young , Self engrossed , impulsive. Experimental : Pursue a rich inner life , High sense of social resp. Integrate : Fully matured psychologically , combination of best elements

    Psychographics
    A popular way to measure lifestyles is called psychographics. Psychographics - AIOs
    Activities: what people do with their time. Interests: what is important to people.

    Opinions: the positions people have on a variety of topics.

    Psychographic Uses:
    Position product

    Communicate product attributes


    Develop overall strategy Market social and political issues

    Activities, Interests and Opinions (AIO)

    Marketers create profiles of customers who resemble each other in their activities and patterns of product usage. To group consumers into common AIO categories researchers give respondents a long list of statements and ask them how much they agree with each one. Lifestyle is then boiled down by discovering
    how people spend their time. what they find interesting and important and how they view themselves and the world around them

    VALS (Values and Lifestyles)

    Innovators- successful with many resources Thinkers - satisfied, reflective, comfortable Achievers - career-oriented preferring predictability over risk or selfdiscovery Experiencers impulsive, young and enjoy offbeat or risky experiences.

    Believers strong principles and favour proven brands.


    Strivers achievers with fewer resources. Makers action-oriented focused on self-sufficiency

    Strugglers primary concern is meeting the needs of the moment.

    Thanking You

    You might also like