资源描述
Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,1,Demographics and Psychographics,Demographics and Psychographic,Overview,Demographics,Psychographics,personality,values,lifestyles,OverviewDemographics,Demographics,Definition:the size,structure,and distribution of a population,Demographic analysis is used in,market segment descriptions,trend analysis,Consumers analysts use demographics to predict:,changes in demand,consumption of specific products/services,DemographicsDefinition:the si,Common Demographics,Age,Gender,Income,Occupation,Education,Race,Region,Religion,Common DemographicsAge,Age Group Markets,Children/Preteens,Teenagers,Twentysomethings/Generation X,Baby Boomers,50+,the early 50+ers,the mature market(retired),Age Group MarketsChildren/Pret,Children/Preteens,Heavily influenced by parents and family,but,Significant influence by peers,Frequently heavily exposed to TV and associated role models,Children/PreteensHeavily influ,Teenagers,Significant,discretionary,spending power(frequently have income with modest expenses),Influence on family purchases,Strong peer influence,Opportunities for experimentation with products,TeenagersSignificant discretio,Generation X/Twentysomethings,Born 1965-1976,Frequently still in college,Many still in experimental stage,Often more cynical and less brand loyal,Generation X/Twentysomethings,Baby Boomers 嬰兒潮世代,Born 1946 to 1964,Frequently entering prime earning power,Blend of X generation and traditional values,46%have college degree,Two thirds of wives work,Baby Boomers 嬰兒潮世代Born 1946 to,The early 50+ers,Aging baby boomers,Often hard hit by downsizing and layoffs,Many have significant assets built up,Empty nest,The early 50+ersAging baby boo,The Mature Market,Very diverse-some members fit stereotype;some do not,Wide disparity in income,Often lived through Depression,value thrift,savings,Should I have,an Ensure,or a Sustacal?,The Mature MarketVery diverse-,Gender and Consumption,Sex roles,Today and yesterday,Across cultures,Values,Acquisition methods,Consumption,I going to make,a quick trip to,Venus,but I want,to be back for the,game!,Gender and ConsumptionSex role,Psychographics,Definition:the description of consumers on the basis of their psychological characteristics,Basic components of psychographics,personality,values,lifestyles(traditional definition of psychographics),PsychographicsDefinition:the,Personality,Personality,:The consistent response to environmental stimuli,an individuals unique psychological makeup,which consistently influences how the person responds to his or her environment,PersonalityPersonality:The c,Approaches to Personality,Psychoanalytic Theory 心理分析理論,Socio-Psychological Theory 社會心理理論,Trait-Factor Theory 特徵理論,Approaches to PersonalityPsych,Psychoanalytic Theory,Human personality system consists of the,id,ego,and,superego,id（本我）:source of psychic energy,ego（自我）:mediator of id and superego,superego（超我）:societal or personal norms,The dynamic interaction of these results in unconscious motivations that are manifested in observed human behavior,Psychoanalytic Theory Human pe,Socio-Psychological Theory,Recognizes interdependence of the individual and society,Three orientations of human behavior:complaint,aggressive,and detached,Social variables(rather than biological instinct)are most important in shaping personality,Person may buy a product that symbolizes unattainable or unacceptable goal-”forbidden desire”,Socio-Psychological TheoryReco,Trait-Factor Theory,Personality made up of,traits:,any distinguishable,relatively enduring way in which individuals differ from one another,Understanding consumer traits can be useful in marketing plans,Practical application is,brand personality:,the personality consumers interpret from a brand,Trait-Factor TheoryPersonality,Personality?Can We Predict Consumer Behavior from,Yes-at least to some extent,Theory needs to be,relevant,and,product specific,Some variables that predict behavior:,Innovativeness,Need for cognition(NFC),Self-monitoring,Locus of control,Personality?Can We Predict Co,Values,Values,:enduring beliefs about life and acceptable behavior,ValuesValues:enduring belief,Social Values and Personal Values,Social values,define“normal”behavior for a society or group,Personal values,define“normal”behavior for an individual,Social values of groups to which an individual belongs,influence personal values,Values help explain how consumers answer the question,“Is this product for me?”,Social Values and Personal Val,Measuring Values:Rokeach Value Scale,Values are concerned with,goals,and,ways of behaving,to obtain them,RVS asks people to rank importance of a series of goals and ways of behaving,can be used to segment groups based on values systems,Measuring Values:Rokeach Valu,Rokeach Value Scale,Instrumental (Modes of Conduct),Terminal Values(End States),Ambition Broad-minded Capable Cheerful Clean Courageous Forgiving Honest Imaginative Independ
展开阅读全文