Chapter 6 - 09- Personality and Lifestyle
-
Upload
leen-kayyal -
Category
Documents
-
view
221 -
download
0
Transcript of Chapter 6 - 09- Personality and Lifestyle
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 1/46
Chapter 6
Personality and Lifestyles
CONSUMER
BEHAVIOR !eMi"hael Solo#on
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 2/46
Prentice-Hall, cr 2009
6$%
Chapter O&'e"ti(es
)hen yo* finish this "hapter yo* sho*ld *nderstand+hy,
• A "ons*#er-s personality infl*en"es the +ay heresponds to #ar.etin/ sti#*li &*t efforts to *se this
infor#ation in #ar.etin/ "onte0ts #eet +ith #i0edres*lts1
• Cons*#ers- lifestyles are .ey to #any #ar.etin/strate/ies1
• Psy"ho/raphi"s /o &eyond si#ple de#o/raphi"s inhelpin/ #ar.eters *nderstand and rea"h different"ons*#er se/#ents1
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 3/46
Prentice-Hall, cr 2009
6$2
Chapter O&'e"ti(es 3"ont14
• Identifyin/ patterns of "ons*#ption "an &e s*periorto .no+led/e of indi(id*al p*r"hases +hen "raftin/a lifestyle #ar.etin/ strate/y1
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 4/46
Prentice-Hall, cr 2009
6$5
Personality
• Personality, a person-s *ni*e psy"holo/i"al#a.e*p and ho+ it "onsistently infl*en"es the +ay
a person responds to his7her en(iron#ent
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 5/46
Prentice-Hall, cr 2009
6$8
9re*dian Syste#s
Personality : "onfli"t &et+een/ratifi"ation and
responsi&ility
• Id, pleas*re prin"iple
• S*pere/o, o*r "ons"ien"e• E/o, #ediates &et+een id
and s*pere/o
• Reality prin"iple, e/o /ratifies
the id in s*"h a +ay that the
o*tside +orld +ill find
a""epta&le
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 6/46
Prentice-Hall, cr 2009
6$6
9re*dian Syste#s 3"ont14
Mar.etin/ I#pli"ations
• Un"ons"io*s #oti(es
*nderlyin/ p*r"hases
• Sy#&olis# in prod*"ts to
"o#pro#ise id and
s*pere/o
• Sports "ar as se0*al
/ratifi"ation for #en
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 7/46
Prentice-Hall, cr 20096$;
Sy#&olis# in prod*"ts
• E/o relies on the sy#&olis# in prod*"ts to "o#pro#ise &et+een
the de#ands of Id and prohi&ition of s*pere/o
• <he person "hannels his7her *na""epta&le desire into a""epta&le
o*tlets &y *sin/ prod*"t sy#&olis# and MO<IVA<ION1
• Sy#&olis# in prod*"ts to "o#pro#ise id = s*pere/o
• E1/1 I"e "rea# to feel li.e a .id a/ain
• 9re*dian ideas *nlo". deeper prod*"t = ad(ertise#ent
#eanin/s
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 8/46
Prentice-Hall, cr 20096$!
Moti(ational Resear"h
• <o *nlo". deeper prod*"t and ad(ertise#ent#eanin/s
• Cons*#er depth inter(ie+s
• Latent #oti(es for p*r"hases
• E0a#ples of >i"hter-s #oti(es 3<a&le 61?4
• Bo+lin/ ele"tri" trains po+er tools : power
• I"e "rea# &ea*ty prod*"ts : social acceptance
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 9/46
Prentice-Hall, cr 20096$@<a&le 61? 3a&rid/ed4
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 10/46
Prentice-Hall, cr 20096$?
Moti(ational Resear"h 3"ont14
• Criti"is#s• In(alid or +or.s too +ell
• <oo se0*ally$&ased
• Appeal
• Less e0pensi(e than lar/e$s"ale s*r(eys
• Po+erf*l hoo. for pro#otional strate/y
• Int*iti(ely pla*si&le findin/s 3after the fa"t4
• Enhan"ed (alidity +ith other te"hni*es
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 11/46
Prentice-Hall, cr 20096$??
Neo$9re*dian <heories
• aren Horney• Co#pliant (ers*s deta"hed (ers*s a//ressi(e
• Alfred Adler
• Moti(ation to o(er"o#e inferiority
• Harry Sta". S*lli(an
• Personality e(ol(es to red*"e an0iety
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 12/46
Prentice-Hall, cr 20096$?%
Neo$9re*dian <heories, *n/
• Carl *n/, analyti"al psy"holo/y 3psy"hotherapy4• Colle"ti(e *n"ons"io*s
• People are shaped &y the "*#*lati(e
e0perien"es of past /enerations1 3afraid of
the dar.D4• Ar"hetypes, Shared #e#ory of an"estral past1
• Ar"hetypes in ad(ertisin/ 3old +ise #an earth
#other et"14
• BrandAsset Ar"hetypes #odel
• BAV Brand Health #eas*res
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 13/46
Prentice-Hall, cr 20096$?2
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 14/46
Prentice-Hall, cr 2009
6$?5
BrandAsset Val*ator Ar"hetypes
9i/*re 61? 3part ? of %4
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 15/46
Prentice-Hall, cr 2009
6$?8
BrandAsset Val*ator Ar"hetypes 3"ont14
9i/*re 61? 3part % of %4
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 16/46
Prentice-Hall, cr 2009
6$?6
BrandAsset Ar"hetypes F BAV Brand
Health
• Ar"hetypes a"ross "*lt*res and ti#e
• Ar"hetypes tele/raph instantly
• Stron/ e(iden"e of a"hie(in/ &*siness o&'e"ti(es
+ith this #odel
• GEarly +arnin/ si/nal of &rand tro*&le
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 17/46
Prentice-Hall, cr 2009
6$?;
<rait <heory
• Personality traits, identifia&le "hara"teristi"s that define aperson
• <raits rele(ant to "ons*#er &eha(ior,
• Inno(ati(eness• <he de/ree to +hi"h a person li.es to try ne+ thin/s
• Materialis#• A#o*nt of e#phasis pla"ed on a"*irin/ and o+nin/ prod*"ts
• Self$"ons"io*sness• <he de/ree to +hi"h a person deli&erately #onitors and "ontrols
the i#a/e of the self that is pro'e"ted to others
• Need for "o/nition
• <he de/ree to +hi"h a person li.es to thin. a&o*t thin/s 3i1e1e0pend the ne"essary effort to pro"ess &rand infor#ation4
• 9r*/ality• >eny short$ter# p*r"hasin/ +hi#s and reso*r"ef*lly *se +hat
one already o+ns
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 18/46
Prentice-Hall, cr 2009
6$?!
• This classic ad starts off
with the line: “The Datsun
240-Z is not exactly what
you would call a common
site.”
• hat consumer !ersonality
trait is this ad a!!ealin" to#
Discussion
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 19/46
Prentice-Hall, cr 2009
6$?@
Are o* an Innie or an O*tieJ
Idio"entri"s3indi(id*alist orientation4
Allo"entri"s3/ro*p orientation4
Content#ent More satisfied +ith "*rrent life Less satisfied +ith "*rrentlife
HealthCons"io*sness
Less li.ely to a(oid *nhealthyfoods
More li.ely to a(oid*nhealthy foods
9ood Preparation Spend less ti#e preparin/food
Lo(e .it"henK spend #oreti#e preparin/ food
)or.aholi"s More li.ely to +or. hard andstay late at +or.
Less li.ely to +or. hard
<ra(el andEntertain#ent
More interested in tra(elin/ toother "*lt*res
Visit li&rary and read #ore
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 20/46
Prentice-Hall, cr 2009
6$%
Pro&le#s +ith <rait <heory
• Predi"tion of prod*"t "hoi"es *sin/ traits of"ons*#ers is #i0ed at &est
• S"ales not (alid7relia&le
• <ests &orro+ s"ales *sed for the #entally ill
• Inappropriate testin/ "onditions
• Ad ho" instr*#ent "han/es
• Use of /lo&al #eas*res to predi"t spe"ifi" &rand
p*r"hases
• GShot/*n approa"h 3no tho*/ht of s"ale
appli"ation4
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 21/46
Prentice-Hall, cr 2009
6$%?
Brand Personality
• Brand personality, set of traits people attri&*te to aprod*"t as if it +ere a person
• Brand e*ity, e0tent to +hi"h a "ons*#er holds
stron/ fa(ora&le and *ni*e asso"iations +ith a
&rand in #e#oryand the e0tent to +hi"h s7he is+illin/ to pay #ore for the &randed (ersion of a
prod*"t than for a non&randed 3/eneri"4 (ersion
• E0tensi(e "ons*#er resear"h /oes into &rand
"a#pai/ns
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 22/46
Prentice-Hall, cr 2009
6$%%
Ani#is#
• Animism:
• <he pra"ti"e fo*nd in #any "*lt*res +here&y inani#ate
o&'e"ts are /i(en *alities that #a.e the# so#eho+ ali(e
• <+o types of ani#is#,
• Level 1: People &elie(e the o&'e"t is possessed &y the so*l of
the &ein/ 3e1/1 "ele&rity spo.espersons4
• Level 2: O&'e"ts are anthropo#orphied or /i(en h*#an
"hara"teristi"s1 3e1/1 Charlie the <*na ee&ler El(es or the
Mi"helin Man4
• Positionin/7repositionin/ strate/ies des"ri&in/ &rands as people
• E1/1 GL*st en(y 'ealo*sy1 <he dan/ers of Vol(o1
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 23/46
Prentice-Hall, cr 2009
6$%2
Brand Beha(iors and Personality <rait
Inferen"es
Brand A"tion <rait Inferen"e
Brand is repositioned se(eral ti#es or "han/esslo/an repeatedly
9li/hty s"hiophreni"
Brand *ses "ontin*in/ "hara"ter in ad(ertisin/ 9a#iliar "o#forta&le
Brand "har/es hi/h pri"es and *ses e0"l*si(edistri&*tion
Sno&&ish sophisti"ated
Brand fre*ently a(aila&le on deal Cheap *n"*lt*red
Brand offers #any line e0tensions Versatile adapta&le
<a&le 61% 3a&rid/ed4
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 24/46
Prentice-Hall, cr 2009
6$%5
Lifestyles
• Lifestyle, patterns of "ons*#ption refle"tin/ aperson-s "hoi"es of ho+ one spends ti#e and
#oney
• Lifestyle #ar.etin/ perspe"ti(e, people sort
the#sel(es into /ro*ps on the &asis of,• )hat they li.e to do
• Ho+ they spend leis*re ti#e
• Ho+ they spend disposa&le in"o#e
• E0a#ple, Ma/aines tar/etin/ spe"ifi" lifestyles,
WWF Magazine, 4 Wheel & Off oa!, ea!er"s
#igest
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 25/46
Prentice-Hall, cr 2009
6$%8
Lifestyles as ro*p Identities
• 9or#s of e0pressi(e sy#&olis#
• Self$definition of /ro*p #e#&ers : "o##on sy#&ol
syste#
• <er#s in"l*de lifest$le, taste p%lic, cons%mer
gro%p, s$molic comm%nit$, stat%s c%lt%re
• Ea"h person pro(ides a *ni*e Gt+ist to &e an
Gindi(id*al
• <astes7preferen"es e(ol(e o(er ti#e
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 26/46
6$%6
Prod*"ts as B*ildin/ Blo".s of Lifestyles
• Prod*"t *sa/e in desira&le so"ial settin/s
• Cons*#ption style
• Patterns of &eha(ior
• Co$&randin/ strate/ies, &rands tea# *p +ith other "o#panies to
pro#ote their prod*"ts *nderstand this 3Pors"he$9air#ont hotel4
• Prod*"t "o#ple#entarity, sy#&oli" #eanin/s of different
prod*"ts relate to one another
• Cons*#ption "onstellations, define "o##*ni"ate and perfor#
so"ial roles
• Sets of "o#ple#entary prod*"ts *sed to define
"o##*ni"ate and perfor# so"ial roles 3e1/1 *ppie4
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 27/46
Prentice-Hall, cr 2009
6$%;
Lin.in/ Prod*"ts to Lifestyles
9i/*re 61%
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 28/46
Prentice-Hall, cr 2009
6$%!
Prod*"t "o#ple#entarity
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 29/46
Prentice-Hall, cr 2009
6$%@
>is"*ssion
• What cons%mptionconstellation might
characterize $o% an! $o%r
frien!s to!a$'
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 30/46
Prentice-Hall, cr 2009
6$2
Psy"ho/raphi"s
• Psy"ho/raphi"s, *se of psy"holo/i"al so"iolo/i"al
and anthropolo/i"al fa"tors to,
• >eter#ine #ar.et se/#ents
• >eter#ine their reasons for "hoosin/ prod*"ts
• 9ine$t*ne offerin/s to #eet needs of different
se/#ents
• Cons*#ers "an share the sa#e !emographics and still &e (ery
differentD
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 31/46
Prentice-Hall, cr 2009
6$2?
Best B*y Psy"ho/raphi" Se/#ents
• Gill, &*sy s*&*r&an #o# +ho &*ys ele"troni"s forfa#ily
• GB*, fo"*sed a"ti(e yo*n/er #ale interested in
&*yin/ latest /ad/ets
• GRay, fa#ily #an +ho li.es his te"hnolo/y pra"ti"al
• GBB5B 3Best B*y for B*siness4, s#all e#ployer
• GBarry, affl*ent professional #ale +ho-ll drop tens
of tho*sands of dollars on a ho#e theater syste#
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 32/46
Prentice-Hall, cr 2009
6$2%
Lifestyle7Personality Varia&les for So*p
Lifestyle Personality
A"ti(e Lifestyle 3Ve/eta&le4,
I a#, o*tdoorsy physi"ally fit+or.aholi" so"ially a"ti(e
Mentally Alert 3Cla# Cho+der4,
I a#, intelle"t*al sophisti"ated"reati(e detail$oriented +ittyn*trition "ons"io*s
9a#ily Spirited 3Chi".en Noodle4,
I a#, fa#ily$oriented "h*r"h/oertraditional
So"ial 3Chili4,
I a#, f*n at parties o*t/oin/spontaneo*s trendsetter
Ho#e&ody 3<o#ato4,
I a#, a ho#e&ody /ood "oo. pet
lo(erK I en'oy spendin/ ti#e alone
Athleti" 3Crea# So*ps4,
I a#, athleti" "o#petiti(e
ad(ent*ro*s
Intelle"t*ally Sti#*lated Pasti#es39ren"h Onion4,
I a#, a te"hnolo/y +hi +orldtra(eler &oo. lo(er
Carefree 3Minestrone4,
I a#, do+n$to$earth affe"tionatef*n lo(in/ opti#isti"
<a&le 612
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 33/46
Prentice-Hall, cr 2009
6$22
>oin/ a Psy"ho/raphi" Analysis
• Lifestyle profile, differentiates &et+een *sers andnon*sers of a prod*"t
• Prod*"t$spe"ifi" profile, identifies a tar/et /ro*p and
profiles "ons*#ers &ased on prod*"t$related
di#ensions
• eneral lifestyle se/#entation, pla"es a lar/e
sa#ple of respondents into ho#o/eneo*s /ro*ps
&ased on si#ilarities of preferen"es
• Prod*"t$spe"ifi" se/#entation, tailors *estions to
a prod*"t "ate/ory
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 34/46
Prentice-Hall, cr 2009
6$25
AIOs
• ro*pin/ "ons*#ers a""ordin/ to,• A"ti(ities
• Interests
• Opinions
• !7% R*le, lifestyle se/#ents that prod*"e the &*l.
of "*sto#ers
• Hea(y *sers and the &enefits they deri(e fro#
prod*"t
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 35/46
Prentice-Hall, cr 2009
6$28
Lifestyle >i#ensions
<a&le 615
A"ti(ities Interests Opinions >e#o/raphi"s
)or. 9a#ily <he#sel(es A/e
Ho&&ies Ho#e So"ial iss*es Ed*"ation
So"ial e(ents o& Politi"s In"o#e
Va"ation Co##*nity B*siness O""*pation
Entertain#ent Re"reation E"ono#i"s 9a#ily sie
Cl*& #e#&ership 9ashion Ed*"ation >+ellin/
Co##*nity 9ood Prod*"ts eo/raphy
Shoppin/ Media 9*t*re City sie
Sports A"hie(e#ents C*lt*re Sta/e in life "y"le
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 36/46
Prentice-Hall, cr 2009
6$26
Psy"ho/raphi" Se/#entation Uses
• <o define tar/et #ar.et• <o "reate ne+ (ie+ of #ar.et
• <o position prod*"t
• <o &etter "o##*ni"ate prod*"t attri&*tes• <o de(elop o(erall strate/y
• <o #ar.et so"ial7politi"al iss*es
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 37/46
Prentice-Hall, cr 2009
6$2;
VALS%<M
9i/*re 612
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 38/46
Prentice-Hall, cr 2009
6$2!
>is"*ssion
• (onstr%ct separate a!vertising e)ec%tions for acosmetics pro!%ct targete! to the *elonger,
Achiever, +)periencer, an! Maer -AL. t$pes/
• 0ow wo%l! the asic appeal !iffer for each gro%p'
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 39/46
Prentice-Hall, cr 2009
6$2@
• lo&al MOSAIC• Identifies se/#ents a"ross ?@ "o*ntries
• RISC
• Lifestyles7so"io"*lt*ral "han/e in 5F "o*ntries
• >i(ides pop*lation into ? se/#ents *sin/ 2 a0is,• E0ploration7Sta&ility
• So"ial7Indi(id*al
• lo&al7Lo"al
• 5 #eas*red Gtrends 3e1/1 Gspirit*alityG&l*rrin/ of the se0es GEn(iron#entGUn"ertainty Gso"ial parti"ipationet"4
lo&al Psy"ho/raphi" <ypolo/ies
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 40/46
Prentice-Hall, cr 2009
6$5
>is"*ssion
• +)treme sports/ #a$ tra!ing/ *logging/-egetarianism/ (an $o% pre!ict what will e hot in
the near f%t%re'
• 3!entif$ a lifest$le tren! that is %st s%rfacing in $o%r
%niverse/
• #escrie this tren! in !etail, an! %stif$ $o%r
pre!iction/
• What specific st$les an!5or pro!%cts are part of this
tren!'
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 41/46
Prentice-Hall, cr 2009
6$5?9i/*re 615
<en Ris. Se/#ents
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 42/46
Prentice-Hall, cr 2009
6$5%
eode#o/raphy
• Cons*#er e0pendit*res7so"ioe"ono#i" fa"tors F/eo/raphi" infor#ation
• GBirds of a feat*re flo". to/ether
• Can &e rea"hed #ore e"ono#i"ally 3e1/1 @%;;
ip "ode in Redondo Bea"h CA4
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 43/46
Prentice-Hall, cr 2009
6$52
>is"*ssion
• 6eo!emographic techni7%es ass%me that peoplewho live in the same neighorhoo! have other
things in common as well/
• Wh$ !o the$ mae this ass%mption, an! how
acc%rate is it'
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 44/46
Prentice-Hall, cr 2009
6$55
9ood C*lt*res
• 9ood "*lt*re, pattern of food and &e(era/e"ons*#ption that refle"ts the (al*es of a so"ial
/ro*p
• >ifferen"es in international food "*lt*res,
• In China #il. "ho"olate has less #il.• In United States Ca#p&ell-s so*p is saltier than in
Me0i"o
• In er#any food #*st &e healthier
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 45/46
Prentice-Hall, cr 2009
6$58
PRIM &y Claritas In"1
• PRIM 3$otential %atin" &ndex 'y Zi! (ar)et4 "o#&inesde#o/raphi" "ons*#er &eha(ior and /eo/raphi"
data to help #ar.eters identify *nderstand and
tar/et their "*sto#ers and prospe"ts
• 66 "l*sters of U1S1 ip "odes• E0a#ple, Go*n/ Infl*ential GMoney and
Brains Gids and C*l$de$Sa"s
• Ran.ed &y in"o#e ho#e (al*e and o""*pation
• Ma0i#ie effe"ti(eness "ost$effi"ien"y and i#pa"t
of #ar.etin/ "o##*ni"ations
Cli". to a""ess
My&estse/#ents1"o#
7/23/2019 Chapter 6 - 09- Personality and Lifestyle
http://slidepdf.com/reader/full/chapter-6-09-personality-and-lifestyle 46/46
Prentice-Hall, cr 2009
Co#parison of <+o PRIM Cl*sters
9*rs and Station )a/ons
Ne+ #oney parents in 5s and 8s
Ne+ly &*ilt s*&di(isions +ith tennis "o*rtss+i##in/ pools /ardens
Hi/h Usa/eCo*ntry "l*&s)ine &y the "aseLa+n f*rnit*re
6o%rmet #a/aineBM) 8 SeriesRye &readNat*ral "old "ereal
Lo+ Usa/eMotor"y"lesLa0ati(esNonfilter "i/arettes
Che+in/ to&a""o0%nting #a/aineChe(rolet Che(etteCanned ste+s
<o&a""o Roads
Ra"ially #i0ed far# to+n in So*th
S#all do+nto+ns +ith thrift shops dinersand la*ndro#atsK shanty$type ho#es +itho*t
indoor pl*#&in/
Hi/h Usa/e<ra(el &y &*sAsth#a #edi"ineMalt li*ors
6rit #a/ainePre/nan"y testsPontia" Bonne(illeShortenin/
Lo+ Usa/enittin/Li(e theater S#o.e dete"tors
Ms/ Magazine9erraris)hole$+heat &readMe0i"an foods