Psychographic Sourcebook - GfK MRI

More documents

Recommendations

Info

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

PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses G. Cooking & Food Shopping Segmentation This segmentation explores attitudes and behaviors relating to the cooking of food and the shopping that goes along with it. • Food-To-Go—These consumers have little interest in cooking. They frequently eat on the run, and prefer picking up a prepared meal to spending time cooking at home. • Home-Cooking Virtuosos love to cook at home. They stock up on multiple units of on-sale items, have no qualms about buying generic food items, and want their ingredients fresh. • Cooking Up an Image—Like the Virtuosos, this segment spends a lot of time cooking at home, but they are extremely brand loyal and rarely buy generic items, even when they are on sale. 34
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses H. Eating & Nutrition Segmentation This segmentation goes beyond the buying and preparation of food and explores segments that illuminate the relationship consumers have with food and how it fits into their daily lives. • Convenience Over Health—These consumers have little appreciation of the relationship between nutrition and good health. They see frozen dinners as convenient alternatives to preparing meals with fresh ingredients, and rarely plan ahead for their meals. • Heedful of Wellness—Consumers in this segment choose health over convenience. They start their days with healthy breakfasts, don’t eat junk food, watch their fat intake and plan their meals ahead of time. • Blasé ‘bout Edibles—This segment shares many of the characteristics of the “Convenience Over Health” segment, but its members are not as aggressive in making a trade-off between good nutrition and convenience. They just don’t care. 35
Page 1 and 2: The MRI Psychographic Sourcebook A
Page 3 and 4: The MRI Psychographic Sourcebook Ta
Page 5 and 6: Survey of the American Consumer
Page 7 and 8: PART 1: Survey of the American Cons
Page 35: PART 1: Survey of the American Cons
Page 55 and 56: PART 2: Teenmark I. Psychographic B
Page 65 and 66: PART 2: Teenmark II. Psychographic
Page 71 and 72: American Kids Study
Page 73: Mediamark Research & Intelligence A

Psychographic Sourcebook - GfK MRI

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

Delete template?

Save as template?