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Exercise
Who Are You? |
Who are you
and why do you buy what you buy?
Think about
your own buying behaviour in terms of who you
are
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Personality
Freud
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Reality Principle
Sometimes a cigar is just a cigar,
but a lot is sold with sex |
Motivational Research
Dichter - used psychoanalysis to find subconscious motives for buying
Horney - different types
of people buy different types of products
Jung - Archetypes; we're
shaped by past generations' experience
Adler - we buy to overcome
feelings of
inferiority
Sullivan - we develop
particular personality traits to reduce anxiety
Trait Theory
- Too simple to be useful
Brand
Personality
Brand Equity
Marketers use all this
information about personality to create
personalities for brands.
Are there any brands here you DON'T recognize?
Three
Levels of Animism
Spokesperson
- the celebrity is
available through the brand
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The Great One
flogging Peak antifreeze |
Anthropomorphism -
an object becomes human
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The Pillsbury Doughboy |
Selected
Anthropomorphism - object is imbued
with human
qualities but not actually treated as human
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Have you met my 1992
purple Taurus? |
Lifestyles
and Psychographics
Lifestyle:
Who
We Are and What We Do
Product
Complementarity:
Products as the Building Blocks of Lifestyle
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Exercise
Product Complementarity |
Think
about products you buy as a student at a large commuter
university. Can we cluster those all together to
come up with a "consumption constellation"
that describes in terms of products purchased, the
typical York student?
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Psychographics
| Demographics asks,
"Who buys?" |
| Psychographics asks,
"Why do they buy?" |
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William
Wells called Psychographics "putting
flesh on demographic bones"
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Product Complementarity
What
patterns of behaviour describe you?
How do you think
knowing this help a company market to you?
AIO
- Activities,
Interests, Opinions
20% of your
market buys 80% of
your product
Who do you cater to?
Uses for Psychographic Segmentation
To
define a target market
create a new view of a market
position the product
communicate product attributes
develop an overall strategy
market social and political issues
Which
of these will you use in marketing your
new product?
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Check out the
VALS
survey
Click the above link to be taken to an example
of a VALS survey. Basically it trys to figure out what is of value
to you so that advertisers can known how to get you to buy their
products.
Lifestyle
Trends
What major trends of today will
affect how you market your new product to your
target market?
One
Minute Paper
someone please remind me
of this if I forget; I need to hear from you what's still not
clear
Time for Group Meetings
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