AIO(ATTITUDE,INTERES

T & OPINION)

Presented by-Brijesh
What is AIO

Lifestyle characteristics analyzed by market

researchers to create a psychographic profile of
a market segment. When combined with
demographic characteristics, AIOs give an in-
depth look into the buying behaviour of the
segment.
 Activities - how people spend their time
engaging in activities
 Interests - what is of most interest or
importance to them in their immediate
surroundings
 Opinions - their opinions and views about
themselves and the world around
 In AIO research, the subject is asked if he or she
agrees or disagrees with certain statements
designed to explore his or her attitudes, motives,
needs ,and perceptions.
 Some typical Aio statements are:-
I like gardening.
•I do not get enough sleep.
•I enjoy going to concerts.
•A news magazine is more interesting than a
showbiz magazine
•There should be a gun in every home. 
 Generally the statements which are asked
takes 2 steps:
a) a determination is made of which lifestyle
segments will produce the greatest number of
profitable customers
b) defining and describing the selected target
customers in more depth to understand how
they may be attracted and communicated with
more efficiently and relevantly.
 Need for AIO

 To find people with similar lifestyle

 To define and describe the target segment
 To determine which lifestyle segments will
produce more profitable customers
 To better design marketing communications.
 Conclusion
 Lifestyle segmentation is one of the most
effective ways to create segments for consumer
products with the help of AIO tool

 As lifestyle is more predictive of many

purchase behaviours the marketers try to
characterize customers by asking questions.
Thank you