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 I. BuyingStyles Segmentation This segmentation looks at the varying attitudes, behaviors and product choices of consumers in five segments: • Penny Pinchers—Nuances of quality and desirability are not paramount to these consumers, who judge all purchases by a single criterion: cost (the lower the better). Brand loyalty is less important than a “cents-off” coupon, and they express little interest in technology, nutrition or the environment, unless it will save them money. • Conscientious Consumers—These consumers know what they’re paying for and shop for bargains, but cost is only one of the factors they consider when shopping. Buying American products and environmentally safe products also matter. They are conscious of quality, loyal to their brands and highly unlikely to try new products or make impulse purchases. • 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 the best, and brand loyalty trumps all other considerations in their purchases. They favor environmentally safe products, are extremely comfortable with new technology, and always check the ingredients and nutritional content of food products they buy. • Habitualized Havers—These consumers find comfort in tradition, even when it’s just their own – they buy what they have always 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 comfortable with, they stop looking. • Swayable Shopaholics—They shop for no other reason than that they want to; price, quality, brand, ”Made in America”—nothing matters so much to them as the emotional payoff from a simple act of buying. Impulse buyers, these consumers are willing to pay extra for image-enhancing products, and easily switch brands for the sake of novelty or variety. 36
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses J. Vacation Preferences Segmentation This segmentation looks at different types of vacationers, based on what people do (and do not) like to do while on vacation. • Tour Groupies—These vacationers enjoy the convenience and ease of guided tours and prefer packaged deals to independent travel. Whether by car, bus, plane or train, they want to see the sights – it’s why they travel. • Kickin’ Back Vacationers use their vacation time to rest and relax; the effort involved in taking a foreign trip, sightseeing or even going on a cruise is not for them. They prefer to travel by themselves or in small groups. • Active Adventurers choose vacation destinations that give them plenty to do. Frequent and independent travelers, they like theme parks and sightseeing, physical exercise and outdoor recreation—especially while on vacation. • Ever the Spring Breakers still go for the fun, not the sights. They like guided or package tours for the convenience, but don’t mind paying extra to fly with a favorite airline. 37
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 37: 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?