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 Q. 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. 44
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses R. Diet Control Many American adults who control their diets do so for a multitude of reasons. This segmentation uses responses to questions about diet control, food choices, and exercise and relates those responses to the reasons consumers give for managing what they eat. • Fitness Members of the Fitness segment exercise at least twice a week and “eat healthy” by focusing on food’s nutritional value. They believe that fit people eat fit food—fat-free, high fiber, low-cholesterol, low-fat, low-sodium, natural, organic, and often vegetarian. Their primary motivations for diet control are physical fitness, weight maintenance and regularity. • Health Condition Consumers in this segment are under orders, usually by their doctors, to watch what they eat. They need to control their blood levels (cholesterol, sugar) and restrict salt intake. They tend to consider themselves semi-vegetarians, and to buy fat-free, low-carb, low-cholesterol, low-sodium and sugar-free products, organic or otherwise. • Weight Loss Consumers in this segment have one goal – to lose weight. To that end, they buy fat-free or low-fat, high fiber, low-calorie, sugar-free food. They are also willing to cede control over their diets to a special weight loss or exercise program (Jenny Craig, Weight Watchers, South Beach, Atkins, etc.). • No Diet Members of this segment do not monitor their diets (yet). 45
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 45: 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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