Psychographics

Psychographics

1. It can help us to analyze people's motivation and to plan our speches accordingly.

   • It employs two dimensions
     • Based on education, income, health, desire to buy, intelligence, self confidence
     • Derived from seld-orientations in relationships.
       • Status-oriented shoppers select items based on the choices and views of other people.
         • ACHIEVERS AND STRIVERS: Achievers are more affluent and job-oriented than strivers.
       • Principle-oriented customers buy based on how they think the world should be or is.
         • FULLFILLEDS: They are better educated and interested in their home. BELIEVERS: They are less wealthy, and their conservative nature makes them predictable. They attend to church and believe in their country.
       • Action-oriented custumers let their desires for activities, variety, and risk guide their decisions.
         • EXPERIENCERS: Are young, full of energy and get involved in social events. MAKERS: They rely on themselves, often making the things they yse. They are not the least impressed by those who have many possessions.
           • Poorest consumers: strugglers, who are brand loyal. Actualizers: They indulge their wishes and are very self-reliant. They believe that they buy out of taste, not to impress.