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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.

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Presentation on theme: "Trends & Life Styles Psychographics. Ice Cream – Chocolate Chip Competitive Accomplished No victory is sweet without a little hard work Competent and."— Presentation transcript:

1 Trends & Life Styles Psychographics

2 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

3 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

4 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

5 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

6 Product-Usage Based Segmentation Combines sales data with zip codes to locate high potential markets “Data Mining”

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8 Geographic Differences

9 Zip Code Segmentation PRIZM® - Potential Rating Index by Zip Market characterizes 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&sub menu=seg&subcat=segprizm

10 PRIZM in the Northwest

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12 Analyzing Segmentation Data to Find Target Markets ALL USERSHeavyUsers A 000 All Adults 145,43435,418 18-2426,93010,771 25-3431,60010,084 35-4436,3587,084

13 Heavy Users of Soft Drink ALL USERSHeavyUsers ABCD 000 % DOWN 000% DOWN All Adults 145,434100%35,418100% 18-2426,93018.5%10,77130.4% 25-3431,60021.7%10,08428.5% 35-4436,35825.0%7,08419.5%

14 Heavy Users of Soft Drink ALL USERSHeavyUsers ABCD 000 % % DOWN INDEX All Adults 145,434 100% 35,418 100%100 18-34 26,93018.5%10,77130.4%164 25-3431,60021.7%10,08428.5%131 35-4436,35825.0%7,08419.5%80

15 Heavy Users of Soft Drink ALL USERSHeavyUsers ABCD 000 % % DOWN INDEX All Adults 145,434 100% 35,418 100%100 18-3426,93018.5%10,77130.4%164 25-3431,60021.7%10,08428.5%131 35-44 36,35825.0%7,08419.5%80

16 Index Numbers for Market Analysis

17 Index Numbers for Market Analysis - I

18 Propensity to Consume ALL USERSHeavyUsers ABCD 000 % ACROSS All Adults 145,43435,41824.4% 18-2426,93010,77140.0% 25-3431,60010,08431.9% 35-4436,3587,08420.0%

19 Heavy Users of Soft Drink ALL USERSHeavyUsers ABCD 000 % ACROSS INDEX All Adults 145,43435,418 24.4% 100 18-2426,93010,771 40.0%164 25-3431,60010,08431.9%131 35-4436,3587,08420.0%80

20 Index Numbers for Market Analysis

21 Index Numbers for Market Analysis - II

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25 Application of Geodemographics Kansas City Bowling Alleys WEST Hard-core bowlers Blue 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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27 VALS

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29 VALS (revised)

30 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.

31 Strugglers

32 Believers

33 Fulfilleds/Thinkers

34 Strivers

35 Achievers

36 Makers

37 Experiencers

38 Actualizers/Innovators

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41 VALS – Seattle 1991 VALSpop % Male % college % Prof % Married % Mean Age Median Income Actualizer195292486447$59,900 Fulfilled144389396949$43,200 Believer113528126455$27,750 Achiever94178448340$64,300 Striver85162225340$27,000 Experiencer235857203828$31,600 Maker126640166139$31,300 Struggler4281363660$14,250

42 VALS & Media Habits VALSAuto mag Bus mag Reader’s Digest Fish & Game Face the Nation Family Ties L.A. Law Actualizer9225558561615496 Fulfilled1052271438319984113 Believer507415011916177132 Achiever79179904662108114 Striver5037633742138109 Experiencer25471571303513171 Maker15733872093711189 Struggler228130791268570

43 VALS & Spending Habits VALSHome Comp < $13k Import car >$13k Import car PickupDomest ic beer Import beer Exercis e Actualizer22917226872141238145 Fulfilled150128105968893114 Believer598070115734169 Achiever136143164104101130123 Striver636879103875894 Experiencer8210911991157216143 Maker109894314712388102 Struggler20443252501239

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45 VALS (revised)

46 Using VALS

47 Product-Specific Lifestyle Song Airlines – low fare offshoot of Delta Airlines designed to compete against Jet Blue

48 Frontline – The Persuaders

49 Song Target Index

50 Frontline – The Persuaders

51 Video Game Players

52 Product Specific Psychographics


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