Psychographic Sourcebook - GfK MRI
Psychographic Sourcebook - GfK MRI
Psychographic Sourcebook - GfK MRI
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PART 1: Survey of the American Consumer<br />
VI. <strong>Psychographic</strong> Segmentation Analyses<br />
I. BuyingStyles Segmentation<br />
This segmentation looks at the varying attitudes, behaviors and product choices of consumers in five segments:<br />
• Penny Pinchers—Nuances of quality and desirability are not paramount to these consumers, who judge all purchases by a single<br />
criterion: cost (the lower the better). Brand loyalty is less important than a “cents-off” coupon, and they express little interest in<br />
technology, nutrition or the environment, unless it will save them money.<br />
• Conscientious Consumers—These consumers know what they’re paying for and shop for bargains, but cost is only one of the factors<br />
they consider when shopping. Buying American products and environmentally safe products also matter. They are conscious of quality,<br />
loyal to their brands and highly unlikely to try new products or make impulse purchases.<br />
• Buyers of the Best—Low price is not the objective to consumers in this segment; it’s quality that matters most. They are careful to buy<br />
the best, and brand loyalty trumps all other considerations in their purchases. They favor environmentally safe products, are extremely<br />
comfortable with new technology, and always check the ingredients and nutritional content of food products they buy.<br />
• Habitualized Havers—These consumers find comfort in tradition, even when it’s just their own – they buy what they have always<br />
bought, and see little reason to change. They are brand loyal, but only in the sense that once they’ve found a brand they are<br />
comfortable with, they stop looking.<br />
• Swayable Shopaholics—They shop for no other reason than that they want to; price, quality, brand, ”Made in America”—nothing<br />
matters so much to them as the emotional payoff from a simple act of buying. Impulse buyers, these consumers are willing to pay extra<br />
for image-enhancing products, and easily switch brands for the sake of novelty or variety.<br />
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