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Trends & Life Styles Psychographics Ice Cream – Chocolate Chip Competitive Accomplished No victory is sweet without a little hard work Competent and ambitious in love & work Generous with your time & money Never take your blessings for granted

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Trends life styles l.jpg

Trends & Life Styles

Psychographics


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Ice Cream – Chocolate Chip

  • Competitive

  • Accomplished

  • No victory is sweet without a little hard work

  • Competent and ambitious in love & work

  • Generous with your time & money

  • Never take your blessings for granted

  • Captivating personality makes you a shining star in social situations


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Ice Cream – Mint Chocolate Chip

  • Ambitious & confident

  • Skeptical about life

  • Realist who prepares for the future

  • Need solid plan to feel secure

  • Stubbornness helps in business but makes relationships challenging

  • Loyalty, honesty and dependability create lasting friendships & close family ties


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Ice Cream – Vanilla

  • Colorful

  • Dramatic risk taker

  • Rely more on intuition than logic

  • Emotionally expressive and idealistic

  • Set high goals for yourself & push yourself to meet and exceed them

  • Rely on secure romantic relationships that fulfill your emotional needs while working toward future objectives


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Ice Cream – Strawberry

  • Thoughtful, logical person

  • Carefully weigh each option before making decisions

  • More a follower than a leader

  • Content and effective working behind the scenes – out of the limelight

  • In relationships, shy and reserved

  • Loyal and supportive in relationships but they are slow to develop


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Product-Usage Based Segmentation

  • Combines sales data with zip codes to locate high potential markets

  • “Data Mining”



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Zip Code Segmentation

PRIZM® - Potential Rating Index by Zip Marketcharacterizes the country using 62 “types”

use it to identify good and bad markets

especially helpful for direct mail

http://www.cluster1.claritas.com/claritas/Default.jsp?main=3&submenu=seg&subcat=segprizm



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Analyzing Segmentation Datato Find Target Markets





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Index Numbers for Market Analysis


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Index Numbers for Market Analysis - I




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Index Numbers for Market Analysis


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Index Numbers for Market Analysis - II


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Application of GeodemographicsKansas City Bowling Alleys

WEST

Hard-core bowlersBlue Collar Nursery (17%)Blue Chip Blues (13%)

Shotguns & Pickups (9%)

EAST

Relaxation & exercise

Young Suburbia (38%)

Pools & Patios (30%)

Furs & Station Wagons (23%)




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1. I am often interested in theories.Mostly disagree   Somewhat disagree   Somewhat agree   Mostly agree   2. I like outrageous people and things. 3. I like a lot of variety in my life.4. I love to make things I can use everyday.

5. I follow the latest trends and fashions.6. Just as the Bible says, the world literally was created in six days.7. I like being in charge of a group.8. I like to learn about art, culture, and history.9. I often crave excitement.10. I am really interested only in a few things.















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Product-Specific Lifestyle

  • Song Airlines – low fare offshoot of Delta Airlines designed to compete against Jet Blue









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