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Self concept and lifestyle

Buyer Behavior - Self Concept and Lifestyle

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Self concept and lifestyle

  1. 1. Self-Concept by : Giovani & Lifestyle
  2. 2. What is a Self-concept ?
  3. 3. Self-concept: the totality of the individual’s thoughts and feelings having reference to him-or herself as an object
  4. 4. Dimensions of Self-Concept Actual Self Ideal Self Private Self How I see myself How I would like to see myself Public (Social) Self How others see me How I would like others to see me
  5. 5. Interdependent/Independent Self-Concepts Individuals with an interdependent self- concept tend to be • Obedient • Sociocentric • Holistic • Connected, and • Relation oriented Individuals with an independent self- concept tend to be • Individualistic • egocentric • Autonomous • Self-Reliant, and • Self-Contained
  6. 6. Ideal Self Actual Self Need Recognition What happens when there is a “gap” between our actual and idea self?
  7. 7. Extended Self Ideal Self Actual Self We are motivated to close the gap through our extended self which includes our possessions
  8. 8. Possessions and the Extended Self
  9. 9. Measuring Self-Concept •  To tap into a consumer’s actual and ideal self you can ask them to self-disclose how they view themselves (actual) and how they would like to be (ideal). –  Two caveats: 1.  It can be difficult to get full disclosure 2.  To get at the ideal self it helps to ask a respondent to think about the person they most admire and then answer the questions with that individual in mind
  10. 10. A I A I A I I AReporting of Actual Self Reporting of Ideal Self Measuring Self-Concept
  11. 11. Measuring Brand Image •  Gaps in reporting of actual and ideal self represent opportunities for need fulfillment •  Consumer will respond favorably to products or services that help to improve or maintain their self-concept •  Products that enhance one’s self-concept are particularly satisfying
  12. 12. The Relationship Between Self- Concept and Brand Image Influence Product Brand Image Consumer Self- concept Relationship Between self- concept and brand image Behavior Seek products and brands that improve/maintain self-concept Satisfaction Purchase contributes to desired self-concept Reinforces self-concept
  13. 13. The Nature of Lifestyle
  14. 14. Lifestyle is basically how a person lives. It is how one enacts his or her self-concept.
  15. 15. Lifestyle and the Consumer Process Lifestyle determinants •  Demographics •  Subculture •  Social class •  Motives •  Personality •  Emotions •  Values •  Household life cycle •  Culture •  Past experiences Lifestyle How we live l  Activities l  Interests l  Like/dislikes l  Attitudes l  Consumption l  Expectations l  Feelings Impact on behavior Purchases l  How l  When l  Where l  What l  With whom Consumption l  Where l  With whom l  How l  When l  What
  16. 16. Measurement of Lifestyle Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include: •  Attitudes •  Values •  Activities and Interests •  Demographics •  Media Patterns •  Usage Rates
  17. 17. Porsche Consumer Segments Top Guns (27%) Ambitious and driven, this group values power and control and expects to be noticed. Elitists (24%) These old-family-money “blue-bloods” don’t see a car as an extension of their personality. Cars are cars no matter what the price tag. Proud Patrons 23%) This group purchases a car to satisfy themselves, not to impress others. A car is a reward for their hard work. Bon Vivants (17%) These thrill seekers and “jet-setters” see cars as enhancing their already existing lives. Fantasists (9%) This group uses their car as an escape, not as a means to impress others. In fact, they feel a bit of guilt for owning a Porsche.
  18. 18. Three general lifestyle schemes: 1.  The VALSTM System 2. The PRIZM System 3.  Roper Starch Global Lifestyles
  19. 19. The VALSTM System VALS provides a systematic classification of U.S. adults into eight distinct consumer segments. VALS is based on enduring psychological characteristics that correlate with purchase patterns.
  20. 20. •  SRI Consulting Business Intelligence •  42 statements of agreement •  Classifies individuals using two dimensions – Self Orientation •  Principle oriented •  Status oriented •  Action oriented – Resources •  Individuals are placed in one of 8 general psychographic segments
  21. 21. VALSTM Framework
  22. 22. 1.  Ideals Motivation 2. Achievement Motivation 3.  Self-Expression Motivation Three Primary Consumer Motivations:
  23. 23. Underlying Differences Across VALSTM Motivational Types
  24. 24. Geo-Lifestyle Analysis (PRIZM) The underlying logic:1 •  People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another. •  They choose to live amongst their peers in neighborhoods offering …compatible lifestyles. •  They exhibit shared patterns of consumer behavior toward products, services, media and promotions.
  25. 25. PRIZM organizes its 66 individual segments into social and lifestage groups. Social groupings are based on “urbaniticity.” The four social groupings are: Urban Major cities with high population density Suburban Moderately dens “suburban” areas surrounding metropolitan area Second City Smaller, less densely populated cities or satellites to major cities Town & Country Low-density towns and rural communities PRIZM Social and Lifestage Groups
  26. 26. 12-26 International Lifestyles Global Lifestyle Segments Identified by Roper Starch Worldwide
  27. 27. THANK YOU