PROJECT GUIDELINES

PSYCHOGRAPHIC SEGMENTATION – Data Description/Objectives

Background

Using a quantitative research survey among consumers (mostly students of B-Schools / other
professional courses), a certain number of psychographic statements were administered. The
consumers were also asked about ownership and usage behaviour of certain products.

The primary objective of the survey was to segment the target respondents by psychographics
and then understand each segment by their usage of products. This research would give an
understanding of the psychographics of users of some brands / product categories studied in
this research. It could also give ideas for developing communication cues for other products and
brands, for specific segments, in future.

Description of the data

Sample Size = 664

Resp No. (Col A) – Each consumer has been given a unique id

Psychographic statements as variables (Col B to Col P) – 15 psychographic statements, each

asked to be rated on a 11-point-scale – 0 being “Strongly Disagree” and 10 being “Strongly
Agree”. The statements were as follows:

1. I generally plan my expenses and never spend more than my budget

2. I always try to use new brands rather than sticking to the old, established ones
3. I prefer spending my weekends at home with family rather than partying out with
friends
4. When I go out for shopping, I end up buying more items just by impulse
5. I prefer watching videos/shows online rather than watching them in the television
6. I prefer reading or listening to music rather than exercising or playing a sport
7. I usually watch movies in multiplexes in the first few days of its release
8. While eating out with friends or acquaintances, I usually order for everybody
9. I make it a point to do some physical exercises (like swimming, walking, yoga) almost
everyday
10. I like light, sober colours to bright, exciting colours when it comes to dresses
11. I prefer discussing my problems with others rather than trying to solve them on my own
 12. I like performing on a stage in front of a huge crowd
13. At parties, I like mingling with new people rather than sticking to my close circle of
acquaintances
14. My favourite subjects in school were Mathematics & Science rather than Literature
15. When I see a new, interesting advertisement of a brand, I most often end up buying the
brand

Mobile phone ownership (Col Q)

Flavour of cold beverage / soft drink liked most (Col R)

Newspaper preferred to read (Col S)

Frequency of usage of these products – Shower Gel, Hand Sanitizer, Face Wash, Hair
Conditioner (Col T, U, V, W): The scale used to record the usage frequency was

Everyday 4
At least once a week 3
Less often 2
Never 1

Which of the two beverages is preferred more – Tea or Coffee (Col X)

Tea 1
Coffee 2

Gender (Col Y)

Male 1
Female 2

Occupation (Col Z)

Student 1
Working Exec 2
Others 3
OBJECTIVES TO BE ATTAINED IN THE ASSIGNMENT
1. Segment the consumers into 4 groups using the psychographic
statements. The segments created should be as distinct and
discriminatory as possible. They should also be sizable (having a
minimum size of x%) to make them actionable. [YOUR ANALYSIS AND
OUTPUTS SHOULD CLEARLY SHOW a) NO. OF SEGMENTS SELECTED b) SIZE
OF EACH SEGMENT c) PSYCHOGRAPHIC CHARACTERISTIC OF EACH
SEGMENT… AND FINALLY YOU SHOULD BE ABLE GIVE A NAME TO EACH
SEGMENT, BASED ON PSYCHOGRAPHICS]
2. Study the demographics for each segment (Col Y to Col Z) and
product / brand usership (Col Q to Col X) for each segment. For
which products, brands do you notice significant differences in
usership by segments? And which is/are the segment/segments that
are strongly discriminated?
Finally…
3. Looking at all the data for the 2 objectives stated above, name each
of the 4 segments that you have formed and comment on them.
4. Take any two brands (may be new or established brands in the
market) not studied in this research, and explain, which segment (or
segments) you will primarily target with your communications for
these two brands.
5. Which one segment will you target for
a) A new health drink
b) iPhone 8
c) A new “value for money” smartphone priced at Rs 8500
d) A new Business Magazine
e) To-be-launched Savlon Hand Sanitizers from ITC