PSYCHOGRAPHIC & LIFESTYLE

ANALYSIS

Presented to:- presented by:-

Miss shipra singh rishi pandey
ankit dawer
Nikhil joshi
Himanshu sharda
Chiranjit dutta
 CONSUMER LIFESTYLES

The purpose of exploring life styles is to obtain more precise

pictures of how consumer s think and act than may be available
from demographics alone .
Defining consumer lifestyle

 Lifestyle is a group phenomenon - A constellation of

individual characteristics that reflect certain behaviors , such
as participation in social groups and relationship with
significant others , commitment to certain behaviors , and a
central life interest , and that may vary according to
sociologically relevant variables , such as age , sex , ethnicity
, social class, and region among others
 1. lifestyle influences many aspects of behavior
 2. lifestyles implies as certain life interest
 3. lifestyles vary according to sociologically relevant variables
Consumer lifestyles and
product constellations
 A useful indicator of lifestyle is the groups of products or
product constellations used by consumer . By looking at
product constellation s , marketers can identify segments of
consumers who tend to use the same goods and service ..
Psychographics
 1. personality traits and concept of self
 2. Attitudes toward product classes and toward brands
 3. Activities , interests, and opinions
 4.value systems
Val’s tam typologies
 The first values and lifestyles [val’s ] system, developed by the
standford research institute , was intended as a study of
human maturation but was adapted by marketers to predict
consumer behavior
 Segment .good timers [23%]

 Segment 2. well adjusted [ 27%]

 Segment 3 . Nerds [ 24%]

 Segment 4 . Problem kids [ 24%]

Applying the lifestyles
concept to marketing
 The most striking advantages of using the lifestyles concept
and related research today are found in marketing plan
development , media selection , creative strategy formulation
, product positioning , and retail strategy development
 Marketing plan development
 Media selection
 Creative strategy formulation
 Product positioning
 Retail strategy development
thank you