The GfK MRI Psychographic Sourcebook

More documents

Recommendations

Info

$more children enjoy math than reading & writing - GfK MRI$

Survey of the American Consumer: Part 2 IV. Finance & Insurance B. Market Involvement & Savings Segmentation This segmentation is based on three factors: attitudinal data having to do with interest in finance, and attitudes toward saving and financial risk. • Financially Uninvolved—These consumers focus on the present; they want what they want when they want it. They have little interest in things financial, even those that touch them personally. “Long-term Savings” is an abstract concept to them, and their avoidance to risk comes more from a lack of interest, among other things, than from a fear of loss. • Savers First—Members of this segment are enthusiastic about their savings, but highly intolerant of risking them for a greater return. “Savings” is an important factor for their futures, and as much an immediate necessity as food and shelter. They have little interest in financial news, and prefer to keep their money in low risk investments. • Money Game Players—These consumers want to have as much control over their investments as possible, yet are willing to tolerate market risk for a higher return. They follow developments in the financial world regularly, especially in the media, and are highly focused on the future. • Money Game Spectators—These consumers feed off the excitement of the market’s ups and downs, but can’t take a chance on getting hurt themselves. Somewhat passive when it comes to long-term market investing, they are oriented more to the present than to the future, they mostly save only for special purposes. 57
Survey of the American Consumer: Part 2 IV. Finance & Insurance C. Money Borrowing Attitudes Segmentation This segmentation was created using responses to items in the Financial Attitudes battery concerning attitudes toward borrowing money. Participants in the survey were asked about their agreement with two statements—“I hate to borrow money” and “Borrowing money makes me feel uncomfortable.” Their answers were used to create four classifications: • Balk the Bank These consumers are very uncomfortable with borrowing money; essentially, they hate doing it. • On Someone Else’s Dime Members of this segmentation are credit-reluctant in their attitudes: they don’t feel as strongly negative about borrowing as members of the “Balk the Bank” segment, but it does make them uncomfortable. • To Their Credit These consumers are credit realists. They don’t like to borrow money, but it does not make them uncomfortable to do so. • I.O.U. Consumers in this category have the mind-set of a credit enthusiast: they are not averse to borrowing, nor does borrowing increase their anxiety levels. 58
Page 1 and 2:
The GfK MRI Psychographic Sourceboo
Page 3 and 4:
All of GfK MRI’s psychographic ba
Page 5 and 6:
The GfK MRI Psychographic Sourceboo
Page 7 and 8:
All of GfK MRI’s psychographic ba
Page 9 and 10:
Survey of the American Consumer: Pa
Page 11 and 12: Survey of the American Consumer: Pa
Page 61: Survey of the American Consumer: Pa
Page 83 and 84: Teenmark Teenmark
Page 85 and 86: Teenmark I. Psychographic Batteries
Page 99 and 100: Teenmark II. Psychographic Segmenta
Page 109 and 110: American Kids Study American Kids S
Page 111 and 112: American Kids Study B. Electronic E
Page 113 and 114:
American Kids Study F. Nutrition
Page 115 and 116:
This version of GfK MRI’s Psychog
Page 117:
GfK MRI Headquarters 75 Ninth Avenu
show all

The GfK MRI Psychographic Sourcebook

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?