Marketing 547
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Marketing 547. Personality and Lifestyle Analysis. Personality & Lifestyles. Introductory Comments Definition of Personality - relatively long-lasting qualities that allow consumers to respond the world around them

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Marketing 547

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Marketing 547

Marketing 547

Personality and Lifestyle Analysis


Personality lifestyles

Personality & Lifestyles

  • Introductory Comments

    • Definition of Personality - relatively long-lasting qualities that allow consumers to respond the world around them

    • Personality Traits - all individuals have quirks which combine to form a relatively consistent pattern of behavior that differentiates one person from another

      • For Example - dogmatic, spiteful, sociable, relaxed

      • Forerunner to psychographic or lifestyles analysis


Personality lifestyles1

Personality & Lifestyles

  • Introduction Comments (Cont.)

    • Brand Personality (Image) - communication goals concerning the attributes inherent in a product as well as the perceptions received by consumers regarding specific brands

      • Not physical or functional attributes, but something beyond. For example, “Obsession” may be viewed as erotic, “Mountain Dew” as young or active

      • Helps marketers promote to segments who maintain (or aspire to have) specific personality traits

    • Yet, personality applications to targeted marketing (and segmentation) have largely been disappointing

      • Researchers have suggested marketers develop personality traits that are more closely tied to consumption

        • Most personality “traits” were developed to identify “abnormal” behaviors

      • One application that has “worked” is Brand Personality

      • Another is Lifestyle Analysis


Personality lifestyle

Personality & Lifestyle

  • Marketers have relied more on “Lifestyle Analysis”

    • What is it?

      • Definitions

        • How one chooses to live.

        • Activities, Interests and Opinions

      • One example -- VALS

        • Based on a 35 statement lifestyle inventory (agree or disagree)

          • Values and lifestyles of US Customers

          • Used by many US marketers – USA Today; Merrill Lynch; $1.00 Store


Lifestyles

Lifestyles

  • A lifestyle:

    • Is a group phenomenon

    • Influences many aspects of behavior

    • But, implies that individuals have one “central life interest”

      • FYI – According to the analysts, I do not have a single life interest – many C’s cannot be classified into a single group

  • But, many Lifestyle segments tend to have specific product needs


Values and lifestyle typologies

Values and Lifestyle Typologies

  • History of VALS

    • Values and Lifestyles (VALS)—1978

    • Stanford Research Institute

      • VALS II — 1989

        http://www.sric-bi.com/VALS

      • VALS III -- 2002


Personality lifestyle1

Personality & Lifestyle

  • VALS III

    • 1. Based on a 35 statement lifestyle inventory (agree or disagree)

      • Example:

        • I often crave excitement

        • I like working with carpentry and mechanical tools.

          • http://www.sric-bi.com/VALS


Personality lifestyles2

Personality & Lifestyles

  • VALS III (Cont.)

    • Based on notion that most individuals are (primarily motivated by):

      • Ideal-oriented -- guided by principles rather than feelings or desire for approval

      • Achievement-Oriented -- heavily influenced by the actions or approval of others

      • Self-Expression -- those who desire social or physical activity

    • And, based on the amount of resources individuals have to follow their motivations

    • The result -- 8 lifestyles


Vals iii

Innovators 8%

Thinkers 11%

+ HI

Ideal-oriented

- LO

Believers 16%

+ HI

Achievers 13%

Achievement-Oriented

- LO

Strivers 13%

VALS III

Resources


Vals iii1

Experiencers 12%

+ HI

Self-Expression

Makers 13%

- LO

Survivors 14%

VALS III

Resources


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