Psychographic Sourcebook - GfK MRI

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

PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses K. Travel Planning Segmentation This segmentation explores how different groups of travelers plan their trips, and the influence of issues like security and economy on travel-related decisions. • “I’m Staying Close to Home”—These vacationers are cautious about security and focused on special discounts when it comes to travel. They have little use for the Internet in planning their trips or paying for them, mostly due to doubts about its safety. • “I’m My Own Travel Agent”—Travelers in this segment prefer to plan and pay for their vacations using the Internet. Their destination choices often depend less on location or desirability than on the hotel and travel discounts they actively seek online. • “Take Me Away, Please”—These vacationers want to get away from it all, especially if it is to a foreign destination. They prefer to have other people handle the details and logistics of travel, and are very likely to use the full range of services provided by travel agencies. 38
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses L. Preferred Automotive Characteristics Segmentation These segments were achieved by examining the levels of agreement adults had with a series of statements concerning their attitudes toward particular characteristics of automobiles, including functionality, economy, performance, environmental impact and importance of design and luxury options. To broaden the context, respondents were also asked about the vehicle they would buy if they had to make a decision today. • Car = Basic and Functional Functionality is a key concept for this segment, which prefers vehicles that combine a car’s comforts with a truck’s capabilities. Unconcerned by brand or country of origin, rebates and incentives have little or no influence on their vehicle purchase decisions; nor are they likely to purchase expensive or luxurious cars. • Car = Transportation Only Efficiency is the defining characteristic of this segment, which wants the cheapest and lowest-maintenance vehicles that can be found. They think of cars as basic transportation, and are not interested in automotive design or environmental friendliness; more important is the maker of the car and the country where it was produced. • Car = Luxury and Style Automotive value for these consumers means good looks and a carload of luxury features. They show little interest in who makes a car, where it is made or how its operation will affect the environment; their primary consideration is exterior styling. • Car = Green and Suitable These consumers prefer to buy vehicles that both reflect their commitment to the environment and accommodate their busy lifestyles. They are highly unlikely to want a car simply because it is expensive or luxurious. • Car = Green and Trendy Members of this large segment want it all—luxury and performance, utility and ecological sensitivity—but with rebates and other options. 39
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 39: 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

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