Flashcards
Lifestyle
Cards in this deck (16)
- 1LifestyleA pattern of consumption reflecting a person’s choices of how they spend time and money.
- 2Lifestyle Marketing perspectiveRecognises that people sort themselves into groups on the basis of things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.
- 3Lifestyle as Group IdentitiesGroup identities gel around forms of expressive symbolism.
• Self-definitions of group members are derived from the common symbol system to which the group is dedicated. - 4Goal of lifestyle marketingTo allow consumers to pursue their chosen ways to enjoy life and express their social identities.
- 5Adopting lifestyle marketingImplies that we must look at patterns of behaviour to understand consumers.
- 6Co-branding strategiesStrategies that recognise that even unattractive products are more attractive when evaluated with other liked products.
Nike – Polaroid
• Roxy – Toyota. - 7Product complementaryOccurs when symbolic meanings of products are related to each other.
- 8Consumption constellationsSets of complementary products used to define, communicate and perform social roles.
- 9PsychographicsUse of psychological, sociological and anthropological factors for market segmentation.
- 10The roots of psychogrpahicsDeveloped in the 1960s and 1970s to address the shortcomings of motivational research and quantitative survey research.
- 11AIOsPsychographic research groups consumers according to Activities, Interests and Opinions.
- 1280/20 rule• Only 20 percent of a product’s users account for 80 percent of the volume of product sold.
• Researchers attempt to identify the heavy, moderate and light users of a product. - 13Proprietary Systemsinformation is developed and owned by the company and the company will not release the info to outsiders.
- 14The Values and Lifestyles System. Three Self-Orientations:• Principle orientation: guided by a belief system.
• Status orientation: guided by opinions of peers.
• Action orientation: desire to impact the world around them. - 15VALS Groups:• Innovators
• Experiencers • Strivers
• Survivors
Achievers Believers Makers Strugglers - 16Psychographic segmentation can be used:• To define the target market
• To create a new view of the market
• To position the product
• To better communicate product attributes
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- Flashcards on Lifestyle, created by Ash Andrew on 09/02/2015.
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- Ash Andrew
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