Consumer Psychographics

Unit 2

INTRODUCTION
Psychographics

are terms that describe the psychological characteristics of the segments of the population as defined by demographics.

Psychographics are primarily attitudes and values that define and influence lifestyles and purchasing patterns. Understanding the underlying motivations of how and

why particular people make their purchases helps to create customer profiles.

PSYCHOGRAPHICS vs DEMOGRAPHICS
Psychographics

is a research tool used to help marketers understand the motivational and cognitive or non conscious drives of a target audience. market research and social science research in general, psychographic variables are attributes relating to personality, values, attitudes, interests, or lifestyles.

In

Demographics are the average or typical characteristics of the

people who buy your products or services.

Demographics can also include the age of children, the status of

home ownership, one's home value, and whether one's home is located in an urban or a rural location.

GROUP DYNAMICS AND CONSUMER REFERENCE GROUP

Group dynamics is the study of groups, and also a general term for

group processes. Relevant to the fields of psychology, sociology, and communication studies, a group is two or more individuals who are connected to each other by social relationships.
The field of group dynamics is primarily concerned with small group

behavior. Groups may be classified as aggregate, primary, secondary and category groups.
In organizational development (OD), or group dynamics, the phrase

"group process" refers to the understanding of the behaviour of people in groups, such as task groups, that are trying to solve a problem or make a decision.

GROUP DYNAMICS AND CONSUMER REFERENCE GROUP

Group dynamics form a basis for group therapy, often

with therapeutic approaches that are formed of groups such as family therapy and the expressive therapies.
Humans are inherently social animals, and individuals

greatly influence each other.

The difference between the latter two categories involves

the individuals motivation for compliance.

Consumer Reference Group

Consumer reference group is that group to which the consumer

has close relationship and proximity and which the consumer uses for references and which effect the buying behavior of the consumer. We have generally two types of reference groups. Normative reference group: Normative reference group is that group in which the consumer had direct relation or face to face relation and influence on the consumer buying decision and behavior. Comparative reference group: Comparative reference group is that group in which the consumer has indirect relation and less face to face interaction, such type of groups attract the consumer and the consumer gradually start to adopt the life style of the personalities lying in the comparative reference group.

FAMILY AS CONSUMING UNIT

Family as a consuming and decision making unit is a

central phenomenon behavior.

in

marketing

and

consumer

While family as the fundamental unit of analysis remains

central to how many consumption decisions are made, it has received relatively insufficient attention from scholars in the areas of marketing and consumer behavior, and many nuances have been overlooked (Burns 1993).
Decisions and that many fertile research areas can be

identified.

FAMILY AS CONSUMING UNIT

Research so far has focused mainly on decision outcomes

(who makes the final decision) and to a much lesser degree on decision processes (how do they arrive at that). The need for such a template is perhaps more critical in the area of family consumer behavior than in other fields because of the vastness of its domain. A family refers to the current household and its lived experience, whereas the family refers to the institution and its role in society. Family Group: Members of the buyers family can exercise a strong influence on the buyers behavior. We can distinguish between two families in the buyers life

SOCIAL FACTORS
Social factors also have effect on consumer behavior.

Social factors include Life-Style, Reference Groups, Family, Roles, Status, Group norms, Conformity etc.
Reference Group:

A persons behavior is strongly influenced by many group .A persons reference group are those groups that have a direct (face to face) or indirect influence on the persons attitudes or behavior.

Social and Cultural Environment of Consumer

The social environment (context), also known as the

milieu, is the identical or similar social positions and social roles as a whole that influence the individuals of a group.
A persons social environment includes their living and

working conditions, income level, educational background and the communities they are part of. All these have a powerful effect on health.

Social and Cultural Environment of Consumer

It is a primary group and influences the consumption

and buying behavior of consumers.

The nature of population has also been changing in

many countries due to cross-border migration. In many countries because of migration, the population now consists of various races and classes.

ECONOMIC, DEMOGRAPHIC, CULTURAL SUB-CULTURAL AND CROSS CULTURAL INFLUENCE

Economic In earlier times, marketers could understand consumers well through the daily experience of selling to them. But as firms and markets have grown in size, many marketing decision makers have lost direct contact with their customers. PERSONAL CHRACTERISTICS AFFECTING CONSUMER BEHAVIOR Consumer purchases are strongly influenced by cultural, social, personal, and psychological characteristics.
Personal Factors: A buyers decisions are also influenced by personal characteristics such as the

buyers age and life-cycle stage, occupation, economic situation, life style, and personality and self-concept. Age and Life-Cycle State - people change the goods and services they buy over their lifetimes. Occupation - a persons occupation affects the goods and services bought. Economic Situation - a persons economic situation will greatly affect product choice. Life Style - people coming from the same subculture, social class, and even occupation may have quite different life styles. Personality and Self-Concept - each persons distinct personality will influence

ECONOMIC, DEMOGRAPHIC, CULTURAL SUB-CULTURAL AND CROSS CULTURAL INFLUENCE

Demographic Demographics or demographic data refers to selected population characteristics as used in government, marketing or opinion research, or the demographic profiles used in such research. Distributions of values within a demographic variable, and across households, are both of interest, as well as trends over time. Demographics are frequently used in economic and marketing research. Demographic trends describe the changes in demographics in a population over time. The term demographics as a noun is often used erroneously in place of demography, the study of human population, its structure and change. Demographic profiles in marketing Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate.

ECONOMIC, DEMOGRAPHIC, CULTURAL SUB-CULTURAL AND CROSS CULTURAL INFLUENCE

Culture and Subculture Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. Dealing with culture. Culture is a problematic issue for many marketers since it is inherently nebulous and often difficult to understand. Warning about stereotyping. When observing a culture, one must be careful not to over-generalize about traits that one sees. Cultural lessons. We considered several cultural lessons in class; the important thing here is the big picture. Language issues. Language is an important element of culture. It should be realized that regional differences may be subtle.

ECONOMIC, DEMOGRAPHIC, CULTURAL SUB-CULTURAL AND CROSS CULTURAL INFLUENCE

Culture has several important characteristics: 1) Culture is comprehensive. This means that all parts must fit together in some logical fashion.

ECONOMIC, DEMOGRAPHIC, CULTURAL SUB-CULTURAL AND CROSS CULTURAL INFLUENCE

Culture The beliefs, values, and objects shared by a group and passed on to succeeding generations Cultural Factors In a diversified country like India cultural factors exert the broadest and deepest influence on consumer behavior; we will look at the role played by the buyers culture, subculture, and social class. Subculture: A group of people who share beliefs, values, and customs different from those of the larger culture. Each culture contain smaller group of subculture that provide more specific identification and socialization for its members.

ECONOMIC, DEMOGRAPHIC, CULTURAL SUB-CULTURAL AND CROSS CULTURAL INFLUENCE

Social Class