home Social media See pages where the term psychographic characteristic is mentioned. Psychographic features as a characteristic of the advertising audience Psychographic types of consumers

See pages where the term psychographic characteristic is mentioned. Psychographic features as a characteristic of the advertising audience Psychographic types of consumers

Marketing is all about understanding your customers and communicating with them in the best possible way. This is why marketers love all kinds of data so much - it reveals the characteristics of the target audience and how best to establish contact with them.

However, in addition to data, there is another equally important aspect that is easy to overlook: psychographics. Despite the strange name, this term plays a big role in marketing work, but unfortunately, it is also often the missing link in the chain. And what remains unattended, alas, can ruin all efforts in the bud. Therefore, in this article we will talk about 3 invaluable psychographic characteristics that will help you better understand your customers and radically change your marketing.

Psychographics - what is it?

First of all, psychographics is the study and classification of people according to their views, aspirations and other psychological characteristics, which is especially important in marketing research.

While the word “psychographics” itself can be somewhat confusing, and as Jeremy Smith noted: “Yes, the term sounds like Voodoo,” at the same time, in his article, Smith argues that: “Psychographics is the most great things that have happened in marketing in general and in particular.”

So, let’s define the scope of application of psychographics from a marketing perspective. Smart marketers work hard to fully understand their customer, and in this regard, demographic segmentation gives them some key audience characteristics. The general scheme also includes segmentation by behavioral preferences, geographic characteristics and psychographic characteristics.

demographics - demographic characteristics (age, gender, income, marital status, nationality),
geographics - geographic characteristics (local, national, regional, international),
behavioral - behavioral preferences (based on benefits, based on the nature of consumption and attitude towards the product),
psychgraphics - psychographic features (activities and hobbies, values and personal characteristics, views)

One useful way to understand psychographic characteristics is to compare them with demographic characteristics, which are statistics related to the entire society and specific groups within it.

Demographic data is fairly easy to collect. Simply because they represent hard numbers that can be obtained from Google Analytics or .

While demographics are tangible, often even physical, characteristics, psychographics are more complex, abstract information. Drawing an analogy, we can say that demographics are hard, and psychographics are soft:

Demographic characteristics - age/gender, origin, location, employment;
Psychographic characteristics - personal characteristics, values, views, interests, lifestyles

Here is an example of demographic data:

Gender: woman
Age: 34

Location: New York, USA
Education: Bachelor of Arts
Annual Income: $65,000

Is this information useful for a marketer? Undoubtedly!
However, this is not enough. This is only dry data that does not convey the deep motives, interests, views and, in fact, the individuality of the client.

Psychographic data, on the contrary, lets us understand what a person likes, what he does, and what benefits of your offer may push him to buy.

Two portraits of the same user

1. Demographic
Gender: woman
Age: 34
Relationship status: Single
Location: New York, USA

2. Psychographic
Interests and preferences: music, reading, TV shows, movies, shopping

Demographic data can only tell you who your buyer is, but it cannot tell you why they are buying. Psychographics look deeper and reveal the client’s internal motivations, focusing on his lifestyle:

Psychographic research is a quantitative method for assessing subjective data, for example: attitudes, religious beliefs, musical preferences, personality traits, behavior patterns.
Demographic research is a quantitative method of assessing factual information, for example: age, gender, sexual orientation, number of family members, income

In other words, demographics operates with objective data, while psychographics operates with subjective information.

At the same time, psychographics are very effective. Why? With its help, you receive information about the client’s possible desires and his motivations for action. Let's try to figure out what information about the target audience is of the greatest interest.

What are the interests of the target audience?

Another psychographic term is IAO or AIO, from the English interests, activities & opinions, which can be translated as “interests, activities and beliefs.” It is these three components that provide the basis for research in psychography.

The key point here is interests, or hobbies. After all, this is the very thing that predominantly occupies thinking and includes both the information received and life experience, in a word, everything that fills the mind of a particular person.

Interests are formed by the cultural environment, social status, and the current economic situation; they are significantly influenced by upbringing and self-identification of the individual.

The importance of interest research is based on the idea that a person interacts with the world around him. The best way to visualize this is with the following examples:

1. Those who have children are probably interested in how to raise them, how to take care of them, how to give them a good upbringing. Surely, such people are seriously interested in how to become good parents, take the time to understand what it means to be parents, reflect on it, and communicate more with their children.
2. Others are interested in how to get rich. They take an active interest in success stories and the views of those who have already succeeded, and are actively seeking information that will help them build a financially prosperous life.
3. Someone is interested in advances in the field of a healthy lifestyle, perhaps wanting to have a normal weight, normal physical shape and generally look normal. This interest suggests that for such a person it is important what to eat, how and where to spend time with health benefits.
4. Some people are interested in walking and having fun. All this category needs is to hang out with friends, feast and just have fun.

Activities differ quite a bit from interests. Activities are what a person fills his free time with, and of course, interests in this also manifest themselves significantly. Very often, activities can be classified as hobbies, but this will be discussed later.

It is also important to note that there cannot be any one interest that could fully characterize the target audience. On the contrary, there is a whole range of interests, depending on what customers you are targeting and what product you are promoting. When conducting psychographic research, it is important to monitor trends: at different times, some interests of the target audience will prevail over others.

What activities do representatives of the target audience participate in?

Every person has a favorite activity that he enjoys spending time doing. From a psychographic perspective, the second key question is what activities does your target audience spend their time on?

The easiest way to find out the preferences of your target audience during a psychographic study is to ask about their hobbies. You'll probably get many different answers:

Basically, this list is endless. However, some people, for example, have no hobbies. Or they may feel that they are not spending their time on hobbies at all. With all this, they are still involved in certain activities, and this is a very important point in understanding their psychographic characteristics.

Therefore, in psychographic research of your audience, do not limit yourself to questions about hobbies; on the contrary, try to understand how people spend their time in general.

A possible question might be, for example, “How do you spend most of your time, excluding sleep and work?” Of course, this is a very general and open-ended question, but it will give you a more detailed picture of your audience:

1. “My free time is time with and to work!“Such a person spends a lot of time either in his car or on public transport. Can this information help determine the point of contact between the product and the audience? Certainly!
2. “I spend all my time with my family.” This is a family man. Yes, he may not have a special hobby, but he often plays with children, spends a lot of time at home, and communicates with his family every day.
3. " I go to PTAs, homeowners associations, church, and community organizing meetings.” A person highly involved in communities of interest. This could be a leader, an active citizen, a truly outgoing person, or a person who simply does not know how to say “no” when asked for something.

What are the views of your target audience?

The views of the target audience are how its representatives think about a given topic.
You are unlikely to find out someone's views just like that; this is only possible by researching opinions on a particular issue. Views and opinions are mental responses to a particular concept, theory, belief, or subject.

When it comes to finding out the views of your target audience, you need to narrow the focus to a certain extent: the point of view on what issue would you like to know?

If you sell wellness-related products, you might be interested in your audience's views on the role of government in health care.

Here are some concrete examples to help uncover your audience's views:

What is your opinion about the role of personal beliefs in the workplace?
What is your point of view on the current leadership of the country?
What do you think about the primary social needs?
What is your opinion regarding early childhood education?
How exactly do you think everyone can get involved in protecting the environment?

Each of these questions is quite broad. However, the better you know your audience, the more narrow your questions can be:

How do you rate Windows 10 compared to Windows 8?
How do you feel about same-sex marriage?
What is your opinion on the Tesla Model S P85D?

Identifying the views of the target audience is one of the most important tasks of psychographic research. Views reveal values. And values, in turn, are a strong basis for motivation.

Conclusion

One of the reasons marketers don't understand psychographics well is because they're not really that easy to understand. This requires time, effort, and honest research, although the results cannot be presented in charts and graphs due to the subjectivity of the data. In addition, the motivations and incentives of the target audience are also not always specific.

Psychographic studies of consumer behavior

1. PSYCHOGRAPHY

Psychographic marketing research is based on a science called psychography. Psychography characterizes consumers from the point of view of their psychological makeup (type of activity, life positions, interests, values, opinions and lifestyle). Demographic and psychographic measures complement each other and should be used together. If demography represents objective quantitative indicators such as age, gender, education, marital status, then psychography takes into account relatively intangible phenomena - motives, interests and life values of people.

One of the most common methods for measuring lifestyle is based on psychography. Psychographic marketing research provides quantitative data and can be applied to large samples that need to be broken down into market segments. Qualitative marketing research (focus groups and in-depth interviews), although they do not provide quantitative results, nevertheless allow a more in-depth look at strategy development and provide interesting ideas. The general psychographic approach is based on taking into account the personal characteristics of each consumer in the group, the motives of their behavior as consumers, their life values, behavioral attitudes and beliefs.

The psychographic analysis these marketing studies use allows marketers to understand the lifestyles of their product buyers. Such marketing research makes it possible to communicate more effectively with representatives of different segments. At the same time, psychographic marketing research allows you to find out how to position a new or existing product, how best to “convey” it to consumers who adhere to a certain lifestyle, and how to more accurately use the information obtained for accurate and effective marketing communications.

2. FACTORS AFFECTING CONSUMER BEHAVIOR

The variables that shape your inner self are your psychological makeup. Although the term psychographics includes hundreds of dimensions, the most relevant areas for advertising and marketing are the following: perception, learning, motivation, attitude, personality and lifestyle.

1 PERCEPTION

Every day we are bombarded with stimuli: faces, conversations, buildings, advertising, news broadcasts - even if we consider that we see or hear a small part of it. Why? The answer is perception. Perception is the process of receiving information through our five senses, making sense of it, and giving it meaning. Perception is determined by the influence of three components:

Physical characteristics of stimuli;

The relationship between stimuli and their environment;

The state of mind of the individual.

It is precisely the last component that makes perception individual. Each personality perceives available stimuli in its own coordinate system. The stimulus represents things that can be perceived from the outside world. The total number of stimuli influencing us further complicates the process of perception. We perceive some of these stimuli completely, others partially, some correctly, some incorrectly. Ultimately, we choose some stimuli and neglect others because we are not able to immediately perceive all the information coming to us.

We select impressions at two levels: internal and external. Internal selection occurs for mental and physiological reasons (for example, older people cannot see advertisements that are printed too small and cannot hear advertisements that are too quiet). Psychological selection, driven by our feelings, interests, or experiences, causes us to distort certain stimuli or not pay attention to them at all. These feelings allow heterosexual consumers to ignore gay and lesbian advertising. Those who cannot tolerate sexual innuendo may not notice advertisements containing such innuendo.

2 SELECTIVE PERCEPTION

Although perceptual selection is a common concept in psychology, perceptual selectivity is especially important for advertising. The process of filtering out information that is not of interest to us and retaining that which is is called selective perception. Think about the route you take every day. How much stimulus do you perceive? You, like most people, perceive road signs, other vehicles, and pedestrians in front of you. But you may not notice the posters you drive past every day, the numbers on the houses, or the people behind you. This is selective perception.

The same process is repeated when we watch TV or read a magazine; when we look at an advertisement and only perceive the headline, or the photograph, or the celebrity presenting the product.

In addition to our tendency to select stimuli that interest us, we also perceive stimuli in ways that are consistent with how we see things. That is, our world contains our own experiences, values, beliefs, inclinations and attitudes. It is virtually impossible to separate these internal factors from the way in which they are perceived. For example, we tend to seek out messages that are pleasant or attractive to our eyes, and avoid those that are painful or unnerving. This is called selectivity of exposure. Consumers selectively perceive advertising that convinces them of the wisdom of their purchasing decisions.

Also, when we perceive messages that contradict our beliefs, we are dealing with selective bias. For example, a consumer may “hear” that a car gets low gas mileage even if the salesperson makes it clear that this is not the case, because the consumer perceives the other qualities of the car as ideal and is eager to buy it.

The selection process is of interest to advertisers because they need to know whether the consumer will accept the advertisement and for how long. Selective perception also greatly influences our attitude towards a person, idea, situation. For example, if we hold a strong positive attitude towards safety, we will be more receptive to messages related to that topic. In intense perception, we will tend to remember details of the message about the characteristics of the product and brand.

Our reaction to stimuli is directly related to advertising. Much of what passes through the brain is lost moments later. Even when we try hard to retain information, we are not able to store much of it. Selective storage is the process we go through to try to “save” information for future use. Advertising can facilitate this process by using repetition, vivid imagery, easy-to-remember brand and product names, jingles, good commentators, music, etc.

2.3 COGNITIVE DISSONANCE

Another possible reaction to selective perception is a feeling of dissatisfaction or doubt. Rarely does a purchase produce all the expected positive results. According to the theory of cognitive dissonance, we have a tendency to evaluate small or large discrepancies between what we actually received and what we expected to receive. Research into this phenomenon has shown that people tend to avoid this discrepancy. They seek information that supports their decisions, ignoring other information. Advertising can play a major role in reducing dissonance. For example, to anticipate dissonance and to promote supportive messages, IBM uses positive feedback from satisfied customers, and restaurants supplement print advertising with discount coupons.

When you watch TV, pay attention to how you see advertisements. What do you pay attention to? Why? When do you “re-tune”? Why? Do you simply disagree with the message or argue with it? Can you see how your own selection process influences your attention and response to advertising?

4 TRAINING

Perception leads to learning - this means that we cannot learn something until we have fully absorbed the information and made sense of it. Learning is often an unconscious activity; the consumer usually doesn't even know when this happens. If advertisers understand how learning occurs, they can create advertisements from which the consumer can easily learn the basic elements of an advertisement such as brand name, product features, and price. They can also use different relationships. Beliefs, preferences, values and standards influence learning and purchasing behavior.

Many theories have been developed to explain various aspects of learning. Typically, experts rely on two approaches to explain the learning process. The first views it as a cognitive, or thinking, process. The second is how to shape behavior. Proponents of the first approach attach particular importance to perception, the process of solving a problem; they view people as solving problems and going through a complex path of analyzing information. Advertisers who use a cognitive approach try to motivate the consumer by offering information that should guide the purchase decision process.

The second approach argues that people acquire skills in certain behaviors by associating certain stimuli with a subsequent response, that is, through classical or instrumental learning. Essentially, classical behavior conditioning combines one stimulus with another that has already caused the desired response, and is often associated with the experiments of Academician Pavlov. Reward serves as a tool in this behavior learning. Advertisers who adopt this view try to emphasize that their brand offers more value than other brands.

5 HABIT

When we repeat a process many times and are satisfied with the result, we achieve what is called a habit. Habit is a shortcut for decision making: we save time and effort because we do not seek information about alternatives. Additionally, habitual shopping reduces risk. New purchases of the same brand reduce the possibility of poor product selection and loss of money. Of course, advertisers would like consumers to develop a habit of using their products. Achieving this goal requires a strong appeal backed by a high quality product.

The role of advertising is to, once a habit has been formed, reinforce it through reminder messages, expressions of appreciation, and tangible rewards in the form of coupons, bonuses, and discounts. Breaking a buying habit is very difficult. Offering the consumer new information about the manufacturer and its efforts to create the product is one approach. Offering additional incentives in the form of trade-ins, coupons, and free samples have also shown to be effective. Of course, price-sensitive shoppers tend to buy the cheapest products. This habit is very difficult to break.

Advertisers use a variety of tools to enhance learning. To strengthen positive associations, messages of congratulations for various celebrations, testimonies of famous people, scenes with attractive people in attractive situations are used. Humor is also used to reward the audience for their attention.

6 MOTIVATION AND NEEDS

Motive is an internal force that motivates a person to behave in a certain way. This driving force is the result of a state of tension that arises as a result of unmet needs. People try to consciously and unconsciously reduce this tension by satisfying their needs and thereby alleviating perceived stress.

At every moment you are under the influence of many motives, some of them contradicting each other. Some motives are stronger than others, but this balance of forces changes from time to time. For example, your motivation to buy a new suit would be significantly higher if you had several job interviews scheduled in the next week.

What are your purchasing motives? Think about your purchases over the past week. Did you have a reason for buying these products that you could tell someone about? Was there some other hidden reason? Understanding purchase motivations is very important for advertisers because the advertising message and timing of advertising corresponds to the occurrence of your motivation.

Needs are the basic desires that create the motivation to do something. Each person has their own unique set of needs; some of them are congenital, others are acquired. Innate needs are physiological, including the need for food, water, air, shelter and sex. Since the satisfaction of such needs is necessary to maintain life, they are classified as primary needs.

Learned needs are those that we form based on our culture or environment. These may include needs for esteem, prestige, influence, power, and cognition. Since acquired needs are not necessary for our physiological survival, they are called secondary. Advertisers try to assess the most important needs of consumers at a given time. No one category of needs has constant priority over others.

7 RELATIONSHIPS

Attitude is a stable position; a feeling you have for an object, person, or idea that is formed based on your ideas and feelings and leads to a certain behavior. The attitude is usually quite persistent - it can last for months and years.

We form and develop relationships, we are not born with them. They change their direction and strength. Thus, attitudes can be positive or negative, reflecting likes or dislikes, or be neutral.

A weak positive attitude may not be enough to motivate you to take action. Changing attitudes is possible, but it is not easy.

Attitudes also reflect the values of consumers. They tell the world what we stand for and define the things and ideas we consider important. They also shape our positive and negative reactions to things and phenomena in the world. Opinion research is used to test how people feel about other people, products, brands, messages and current trends. One of the most important areas for research on advertising opinions is brand and product perception. It is important to know how a consumer evaluates a product before developing an advertising strategy.

8 INDIVIDUALITY

All of these personal and psychological qualities are involved in creating your unique personality. Individuality is the characteristics of character and mental makeup that distinguish one person from another. The way you look at the world, the way you perceive and interpret what happens around you, the way you react intellectually and emotionally, the way you form your opinions and attitudes, all characterize your personality. Your individuality is what makes you an individual.

Self-awareness is the perception of oneself. Our self-image reflects our vision of our individuality and our personal example of strength and weakness. What character traits best characterize you? What do they tell you about your self-image? Now imagine that you are a buyer. Explain how your characteristics influence your attitudes toward various products, advertising, and your behavior as a buyer. Do you see that understanding personality is important when crafting an appropriate message?

3. LIFESTYLE

Lifestyle factors are often considered fundamental in psychographic research. Typically, lifestyle studies look at how people spend their time, energy and money. Marketers study people's activities, interests, and opinions—in other words, what they usually do and how they behave, what interests or fascinates them, and what they believe or perceive in the world around them. One very popular research method that groups life style characteristics is VALS2.

SRI International is known for its VALS (Values and Lifestyles System) conceptual model, which categorizes people according to their values and then identifies consumer behavior associated with those values. VALS systems are used to show how consumer groups are changing and how these changes impact advertising strategy. Having determined that the relationship between social values and purchasing choices was less strong than previously, SRI developed a second system based on psychographic characteristics. Research has shown that these characteristics help predict purchasing behavior. Resources include income, education, self-confidence, health, desire to buy, and energy level. Obviously, knowledge of the psychographic orientation of consumers is valuable to the advertiser when deciding who to target with an advertisement.

4. CLASSIFICATION OF CONSUMERS ACCORDING TO THE VALS2 SYSTEM

marketing psychography consumer

Actualizers. They love high quality things. Receptive to new products, technologies (adherents of everything modern). Skeptical about advertising. They often read publications of all kinds. They watch little TV.

Qualified. Little interest in image or prestige. Consumption of household goods is above average. They love educational and social programs. They read a lot of books and of different kinds.

Conservative. They buy everything domestic. They find it difficult to change habits and look for bargains. More people watch TV than the average viewer. They read magazines on home economics, gardening and general matters.

Achievers. They are attracted by variety and premium products. Viewers are average, read about business, news and “self-help” publications.

Aspiring. They think about image. Have limited discretionary income, but buy on credit. They spend money on clothes and personal goods. They prefer TV to reading.

Experimenting. They follow fashion and whims. They spend most of their free money on communication. They buy on impulse. Pay attention to advertising. Listen to rock music.

Active. Buy for comfort, durability and value. Luxury does not impress them. They buy the necessary things, listen to the radio. They read magazines on topics: cars, do-it-yourself, fishing, recreation.

Wrestlers. Committed to the brand. They use coupons and are interested in sales. They trust advertising. They often watch TV. They read tabloid newspapers and women's magazines.

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Developed industrial production involves market segmentation, i.e., identifying consumer groups for whom the advertised product is intended. Segmentation can be carried out on various grounds: geographical, demographic, psychographic, etc.

In psychographic segmentation, buyers are divided into groups based on their social class membership with its inherent psychology, lifestyle, and psychological properties. The manufacturer tries to establish separate communication with each type of buyer by producing a specialized product (for this category of consumers). The latter is important because each age group can have completely different psychographic profiles. In this case, numerous interests, hobbies, attitudes towards innovations, ideas about values, etc. are explored. As a result, consumers who even have similar socio-economic and demographic characteristics can be presented as “fashionistas”, “pragmatists”, “aesthetes” , “maximalists”, “techies”...

In some cases, psychographic typologies are based on a certain psychological personality type and people’s idea of themselves. A person's personality type is a unique set of psychological characteristics that determine a person's persistent and repeated reactions to environmental factors. Personality type is usually described in terms such as self-confidence, dominance, sociability, independence, security, adaptability, aggressiveness, etc. In this regard, vivid examples of the production and positioning of products taking into account psychometric factors can be given. Example. Jeans manufacturers often create models for “active earners,” pleasure seekers, and successful “traditionalists.” Each of these groups requires jeans of the appropriate cut, at different prices. Therefore, advertising should be based in this case on various advertising ideas (plots) in order to be the most convincing for people with the appropriate psychology and appropriate expectations. Example. In some cases, manufacturers give their products characteristics that correspond to the typological characteristics of consumers. At the end of the 50s. Ford and Chevrolet cars were advertised as cars for people of different psychological types. It was generally accepted that Ford buyers were independent, impulsive, courageous, sensitive to change and self-confident people, while Chevrolet owners were conservative, economical people, more concerned about social prestige, less courageous and striving avoid extremes. Convertible car owners are psychologically different from hardtop car owners. The first, according to the researcher, people are more active, impulsive and sociable.

As a result of research by one of the leading US advertising agencies, it was announced the creation of a methodology for successful market segmentation based on the character traits of the audience in relation to such categories of goods and services as women's cosmetics, cigarettes, insurance and alcoholic beverages. It was possible to identify four personality types among beer consumers and help Anheuser-Busch develop a specific advertising campaign to reach each of these groups.

In turn, Professor O. A. Feofanov writes about this: “In American literature devoted to advertising, there are quite often attempts to determine the character of the buyer depending on the brand of the car purchased, taking into account the “image” of this car. Thus, the car characterizes its owner as follows: people who consider themselves conservative, serious and responsible tend to buy Plymouth, Dodge, four-door sedans in dark colors. People who want to appear sociable and modern usually buy Chevrolet, Pontiac, etc. Buick, Chrysler, two-door coupes in light colors. Those who want to emphasize their individuality and commitment to modernity buy Ford, Mercury, Oldsmobile, Lincoln (mainly the so-called hardtops). bright colors And finally, rich people who need to show the unusualness of their social status or emphasize their special needs buy Cadillacs, prefer cars with an open top and very bright colors - red, yellow, white. The same study showed that the Dodge type of car is preferred by older people. Chrysler Corporation had to urgently reconsider the “images” of its cars, modifying their appearance in order to attract younger buyers.”

Psychographic segmentation of the market seems to many specialists to be an extremely promising direction due to the fact that it allows advertising to be targeted at consumers with certain psychological characteristics and thereby organize a system of advertising communications more purposefully and cost-effectively.

As a result of a study conducted in 12 European countries, as well as in the USA, Canada and Japan, types of consumers were identified that react differently to advertising (Table 7). The classification was based on sociodemographic characteristics, sociocultural profile, activities (sports, recreation, culture), reactions to media reports, political inclinations and moods.

These studies have shown that among the diversity of lifestyles in Europe, the haves have more similarities than the have-nots. For this reason, advertising for luxury goods defines a broader international framework than advertising for other products.

In the process of research, it was found that classifications of people's lifestyles can be considered as types of consumer behavior, but these types can in no way be considered universal - they will be different for each country

Table 1 Psychological types of consumers that react differently to advertising (according to the RISC agency)

Consumer type
Traditionalists		They are under the direct influence of the cultural, social, and historical traditions of their country. This group of people is the least homogeneous of all European countries
Homeschoolers		They have strong family ties and attachments, are less concerned about economic security than traditionalists, seek friendly relations in society, and do not tolerate cruelty
Rationalists		They have special abilities to act successfully in unpredictable and difficult situations, are willing to take risks when starting a new business, and believe that science and new technologies will help humanity survive
Sybarites		Based on sensory experience and emotional experiences, belong to groups that are built on the basis of self-government
		They choose values that coincide with the dynamics of social changes, believe in independence, and want to independently realize their mental and physical potential
		They enjoy an unpredictable life, are bored by formal relationships, have no need to improve their abilities, are individualists, calmly react to rapidly changing circumstances in society

For example, in Russia there are five categories of Russian consumers: “merchants”, “Cossacks”, “students”, “executive directors”, “Russian souls”. Thus, a typical “Cossack” may drive a BMW, smoke Dunhill cigarettes and drink Remy Martin cognac, while “Russian souls” will drive a Lada, smoke Marlboro cigarettes and drink Smirnoff vodka.

Consumers of advertising, just like consumers of goods, are divided into several types. Thus, there is a well-known typology consisting of five types: super-innovators, innovators, moderate innovators, moderate conservatives and super-conservatives (Table 8). The former tend to purchase goods and services without waiting for their general acceptance. These are either leaders or people hiding their complexes by demonstrating independence. The second type includes people who quickly perceive new things. They often take risks, but make purchases quite deliberately. The third type are people who easily perceive new products, but do not specifically look for them. This is a favorable group, but quite passive for advertising. They do not like to change their habits and are independent in their judgments. The fifth type includes consumers who are not inclined to accept new things. Such people usually have a poorly developed imagination and a sharply reduced social orientation towards the assessments of others.

Table 2 Psychological types of advertising consumers

Consumer type	Behavior	Psychological characteristics
Super innovators	Tend to purchase goods and services without waiting for their general acceptance	Leaders or people who hide their inhibitions by demonstrating independence
Innovators	They often take risks, but purchases are made quite deliberately	People who quickly perceive new things
Moderate Innovators	They easily perceive new products, but do not specifically seek them out	They do not like to change their habits and are independent in their judgments
Moderate Conservatives	Difficulty accepting new products	They do not like to change their habits, but are guided by social assessment
Superconservatives	Are not inclined to accept new things	Poorly developed imagination and sharply reduced social orientation towards the assessments of others

In accordance with the diffusion theory of E. Rogers, the critical point for the spread of an idea becomes 5% of the population, but to convince them it is necessary that the ratio reaches 50% of the population. Once the 20% barrier is passed, the idea begins to take on a life of its own and no longer requires intensive communication support.

Socio-psychological ranking of personality types in relation to the recognition of a new idea or product (according to E. Rogers) made it possible to identify the following types of consumers:

a) innovators, whose number is 2.5%; characterized by mobility, openness to intercultural communication, recognition of abstract ideas;

b) early adapters, accounting for 13.5%; stand out for their respectability and greater openness to intracultural communication;

c) early minority, representing 34%; typologized at the level of those who hesitate;

d) late majority, forming 34%; unites skeptics who make decisions after the average communicator does;

e) late adapters, forming 16%; classified at the level of traditionalists who are the last to make decisions and are suspicious of the essence of the “new”.

Increasing the effectiveness of advertising communications requires an in-depth psychological analysis of consumer types and a detailed analysis of personal characteristics. After all, it is by moving along this path that you can create psychologically accurate and highly effective advertising, as well as develop goods and services that are most needed by people.

Behavior consumers (8)
Abstract >> Marketing
VALS 2 technologies at studying Russian consumers allowed us to obtain the following psychographic types consumers: Innovators (... By psychographic attribute– division of the market into consumer groups By personality characteristics lifestyle consumers ...
Lecture course By Marketing in innovation
Lecture >> Economics
Organizations involved studying and classification consumers). Sources... BY PSYCHOGRAPHIC PRINCIPLE. At psychographic customer segmentation is divided into groups By signs... to products type consumer goods...
Crib By Marketing (10)
Cheat sheet >> Marketing
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Coursework >> Marketing
Of particular importance for studying consumer has a group... attitude change consumers to a certain type products enterprise... in behavior consumers By separate signs, then the typology... were studied psychographic and behavioral characteristics...
Innovative marketing in the promotion of cosmetics
Coursework >> Marketing
Product lines differentiated By types hair, skin, for... based on thorough studying perception consumer innovations. Primary... target segments Consider segmentation consumers By psychographic attribute(Table 4). Lifestyle...

Psychographics refers to new, progressive forms of research of consumer groups. The task of a marketing researcher is to find ways to describe the target segment - one’s “niche” in the market, which would be based on studying the needs and predicting the behavior of consumers who make up a select group and distinguishes them from other groups. Psychographics have wide practical applications in marketing.

Psychographic Research are closely related to market segmentation. Let us recall: segmentation is the process of dividing the market into several homogeneous groups of consumers interested in the same goods and services, based on factors such as demographic, psychological, geographical, economic and other characteristics.

Segmentation of markets according to psychological characteristics is based on two types of classification: classification according to the personality profile of consumers and classification according to the profile of their lifestyles (psychographics). They usually complement geographic and demographic segmentation. The first psychographic studies were conducted in the 1930s, but psychographics found widespread use in the late 1960s.

Psychographics – a technique for quickly describing and assessing the psychological characteristics and lifestyle of a group of people who make up the target market segment.

Goals of psychographic research:

identification of target markets

obtaining better explanations of consumer behavior

improving the company's strategic marketing

minimizing risks when introducing new products.

The task of psychographics: find clear quantitative indicators characterizing the lifestyle of consumers.

Methods of psychographic research: Focus group surveys, interviews, etc.

To conduct segmentation based on psychographic research, one of the most common methods is VALS1 – the “Values and Lifestyle” program, developed by A. Mitchell (USA) in 1979, as well as its modification VALS2 (1989). The VALS1 method is based on a typology called the Nine Ways of American Life. Each person is assigned a place in 1 of 9 segments. These segments are defined based on the values and lifestyle of the people. When using the method VALS1 consumer groups are preliminarily divided into three segments. Within each segment, consumer groups are identified, of which there are 9 in total.

1) Oriented to the outside world:

Achieved success (20%)

Copycats (10%)

Belonging to a certain class (followers) (38%)

These groups make up the bulk of consumers. When purchasing goods, the determining factors for them are the opinions and assessments of other people.

2) Oriented towards the inner world:

Holistic (2%) – sometimes separated into a separate segment.

Socially minded (11%)

Empirics (5%)

Self-oriented (3%)

There are much fewer such consumers. When making decisions, they are guided primarily by their assessments, motives and values.

See pages where the term psychographic characteristic is mentioned. Psychographic features as a characteristic of the advertising audience Psychographic types of consumers

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1) Oriented to the outside world:

2) Oriented towards the inner world: