This document discusses psychographics, which refers to consumers' attitudes, values, motivations, and lifestyles as they relate to buying behavior. Psychographics can be used to segment consumers and develop profiles to better understand them. Various methods are described for obtaining psychographic information, including personal observation, surveys, focus groups, and online research. Both advantages and disadvantages of using psychographics in marketing and advertising are provided.

1. PGDM-21204
Unit-4

2. Introduction
Customer profiles
Psychographic variables
How to implement psychographic?
Psychographic in advertising
Advantages and disadvantages

3. Psychographics refers to information
about consumers’ attitudes, values,
motivations, and lifestyles as they
relate to buying behavior in a
particular product category.
It is a quantitative research intended to
differentiate and aggregate consumer
in terms of psychological dimensions.
Psychographics look at the mental
model of the consumer in the context
of a customer lifecycle.

4. •Amazon.com has long been a leader in this space,
through innovations like “recommended products” and
“users like me also bought.” Its algorithms have learned to
predict its users, and what they are interested in. And
now, there are a number of tools that any business can
use to leverage psychographics.
• Psychographic profile of a childcare provider:

5. CUSTOME
R
PROFILE
CUSTOMIZED
GENERAL-
PURPOSE
VAL’S
Segmentation
Yankelovich
Mindbase
Segmentatio
n

6. These studies are typically customized to the client’s specific
product category.
questionnaire items included are selected in view of the unique
characteristics of the product category.
PSYCHOGRAPHIC STUDY OF CONSUMERS’ BANKING
PRACTICES.

7. Independent psychographic profiles of people are generated for
any particular product or service.
 Yankelovich MindBase psychographic segmentation
scheme: -
 consists of eight general segments and 32 specific sub
segments.
 It summarizes the eight general MindBase segments and labels
these with descriptive terms such as “I am Expressive,” “I am
Rock Steady,” and “I am Sophisticated.”
 Direct marketers and other marketing communicators use
these profiles for designing creative advertising campaigns that
best match the attitudes, values, and lifestyles of their target

8. The TATA TEA “JAGOO RE” Campaign was meant to change
the lackadaisical attitude of people towards voting & elections and
awaken them to use consciously their right to vote.

9. Indian brand slogan ‘Sach kar denge sapne’, Connect
emotionally with customers of all demographics and
psychographics by associating with a iconic Brand Ambassador
Akshay Kumar and Create new benchmark with Dream Yuga –
Honda’s foray into mass motorcycle segment.
.

10. SRI Consulting Business Intelligence’s (SRIC-BI’s) VAL’s
system: -
The U.S. VALS segmentation scheme places American adult
consumers into one of eight segments based on psychological
characteristics that are related to purchase behavior and
several key demographic variables such as age and household
income.

11. Psychographic variables are also known as AIO variables
 Activities,
 Interests and
 Opinions.

12. There are 6 typical ways to learn about your customers:
-
• PERSONAL OBSERVATION
• TEAM OBSERVATION
• ORAL INTERVIEW
• WRITTEN SURVEYS
• FOCUS GROUPS
• ONLINE RESEARCH

13. To get really curious about
customers from their perspective.
your
To observe them and
understand their values,
personalities and lifestyles.
seek to
interests
,
 EXAMPLE : -
 A restaurant owner can easily come
to understand their customers more
deeply through observing them first
hand and seeing and hearing what
they are talking about.

14. Get your team involved. Challenge
them to become more keenly aware
of your customers. Delivery people,
customer service associates,
service technicians, coaches,
everyone in your business that has
contact with
customers can participate in
furthering this psychographic
understanding.
Have a monthly meeting where all
you do with your team is talk about
their observations of your
customers.

15. What do they like about your competitor's product?
What made them decide to buy your product?
Did they know which brand they were buying before they
purchased it?
What advertising messages had they seen prior to buying?
How much disposable or discretionary income is available
for this type of purchase?
What are their hobbies?
What emotional aspects impact their purchase?
What is their social class or status?
Who is the actual decision-maker for this type of purchase?
What values and attitudes play a part in this type of
purchase?
Who do they look to when making purchasing decisions?

16. With online tools .It’s simple and easy to create a survey and send it
to your customers.

17. market
The domain of
research firms,
a
small
business owner can model
the idea, gather a few
customers together, and ask
questions to get a group
conversation going which is
certain to elicit important
information.

18. There is a wealth of information
online, in journals, and in periodicals
that can help inform you of the
underlying attitudes, lifestyle, and
interests of these customers.
Search,
Facebook,
LinkedIn, raddit,
YouTube,
Twitter,
StumbleUpon, lay boutique
demand-side platforms (DSPs) and
other emergent channels’ targeting
(combined and mashed into multi-
channel retargeting layers) form
powerful grids of attributes to define
customers
.

19. In advertising, psychographic profiles can help identify ways to
present particular brands to consumers so those persons will link the
products with their lifestyles.
Media planners consider lifestyle profiles when selecting the
appropriate media for their ads.
Psychographics aren’t nearly as easy to deploy in targeting strategies
as demographics.
 psychographics aren’t easy to standardize on taxonomy –
brands won’t necessarily agree what qualifies someone as a
‘sneaker head’ the way they will ‘Age 18 – 24’.
 It’s also far more difficult to collect the information from people.
 In most cases, there isn’t a pure data-driven signal, but rather a
combination of data and context that works as the best proxy.

20. Travel channels ,Devotional channels, food channels and
lifestyle channels, which are more Psychographic oriented.

21. For each market segment
it is now possible to
develop specific
toothpaste brands and
associate
d
marketing
programs that effectively
serve each segment's
unique needs and
characteristics.
Segmenting the market
makes it possible to more
efficiently target the firm's
limited marketing
resources.

22. In this particular advertisement Nike is trying to
target the majority of their customers having interest
in sports and athletics.

23. This advt. by Max NY motivated parents to dream
Big for their children & protect them by MAX NY’
Children Plan Insurance.

24. The TATA Nano known as “Lakhtakia” car was designed
and made for those middle class people who use two
wheelers for the conveyance. Ratan Tata dreamt to give
those people opportunity to be the car owner in minimum
possible budget.

25. ADVANTAGES
Combination of psychographic
information
variables,
demographics,
with other
such
a
s
firm graphics,
etc., can provide other
powerful data points.
It gives you the knowledge to
craft content that will resonate
with your customers.
Allows to connect with practical
as well as emotional aspect of
customers.
DISADVANTAGES
No one-stop solution for
acquiring data.
It will add cost to the product.
Not always easy to categories
into numbers like
demographics.