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 S. “Green” This segmentation was created using responses to questions about consumers’ attitudes toward the environment and actions taken to support it, including recycling, buying hybrid cars and eating organic food. Consumers fall in one of six environment-related categories: • Un-Green These consumers place little value on preserving the environment or living in harmony with nature. When shopping, they put convenience and price before pro-environmental factors. They don’t buy organic food, don’t recycle and have no involvement in environmental groups or causes. • Green at the Supermarket Members of this segment are green, but not always because of the environment. They often “buy green” and regularly eat organic foods, most likely because of their own health concerns – not necessarily out of concern for the environment. • Green in Theory Members of this segment are Green by self-description, but not in practice. They say it is important to protect the environment and to be in tune with nature, but they will not give up convenience or low cost for the environment’s sake, their behavior is not motivated by environmental concerns and they are not involved in environmental groups or causes. • Green but Only If Green Shoppers think green and often act green, but their allegiance to Green causes has limits. They have positive views on preserving and protecting the environment, but they are not willing to give up convenience or pay more for environmentally safe products. • Green at Their Best Green at Their Best members think green, shop green, and live green. They are true believers in environmental causes, consistently recycling and buying environmentally friendly products, even when those products are less convenient or cost more than similar items. • Green Advocates Green Advocates are the greenest of the Green. Nature and the environment are of paramount importance to this segment of environmentalists, whose members firmly believe that their actions have an impact on the world. Not only do they recycle, environmental impact is an overriding factor in all their purchase decisions. And, of course, they actively support environmental causes. 46
PART 1: Survey of the American Consumer VI. <strong>Psychographic</strong> Segmentation Analyses T. Responsiveness to Ads Across Media Respondents in each segment are more interested in the type of advertising listed in the segment title than are the respondents in any other consumer segments. • Ads on the Road Members of this segment are most interested in advertising on billboards, taxis, buses and trains, at bus stops and train stations, and atop taxicabs. • Ads in Mass Media Advertising delivered through magazines and electronic media such as TV, radio, and the Internet, appeals the most to this segment. • Ads on Paper Members of this segment are most interested in advertising delivered through print, which they find informative, relaxing and/or inspirational. • Ads on Emerging Media Vehicles Members of this segment are most interested in ads delivered through non-traditional media including mobile devices and product placement in movies, TV shows, and in video games. • Ads at Events The advertising that appeals most to this group is displayed at sports or entertainment events and through product placement in movies and TV shows. • Ad Adverse Consumers in this segment are most likely either to be not interested in or to have not been exposed to advertising in TV, radio, newspapers, magazines and the Internet. 47
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 47: 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

Create successful ePaper yourself

Delete template?

Save as template?