Psychographics and Lifestyle

Psychographics and Lifestyle Psychographics Defined and three variables that neatly categorize and Discussed summarize the dimensions of consumer lifestyle that are most relevant to marketers. Just as the term demographics refers Second, we turn to some social and to certain physical and social characteristics psychological factors that help predict and of people, the term “psychographics” refers explain consumer lifestyle choices, and in to people’s lifestyle characteristics. particular how those lifestyle choice affect Psychographics gained popularity among their marketplace behaviors. marketers beginning in the late 1960s and became a staple of marketing by the mid Lifestyle Variables: Activities, 1970s. Marketers realized that the Interests, and Opinions emotional and psychological connections people make with particular brands often What is lifestyle? arise from how well the brands fit into the lives of consumers. As such, market Lifestyle is one of those terms that researchers were presented with the we understand intuitively but may find challenge of measuring consumer lifestyles, difficultly coming up with our own and the term psychographics was born. definition. One definition states that Psychographics was never intended lifestyle is “the patterns in which people live to replace demographics as a means of and spend time and money.” This definition predicting and explaining consumer is useful to marketers because it casts marketplace behavior. Instead, lifestyle in terms of consumption patterns. psychographics supplement demographics In other words, the definition is largely by adding the richness of the social and behavioral. Behind the behaviors that behavioral sciences to standard demographic encompass lifestyle, however, lie a myriad descriptions of people. This way marketers of complex influences, particularly from could not only describe the types of people consumers’ personalities and values. that buy their products, they could also In most people, the relationships consider more systematically the reasons between personality, values, and lifestyle why those people buy them. behaviors are relatively stable, which In the following sections, we discuss suggests that the relationships are also two main aspects of psychographics. First, predictable to some degree. Thus, by we consider what comprises consumer establishing reliable connections between lifestyles. Certainly, such an endeavor could the social, psychological, and the behavioral, quickly become too complex and many marketers have come to rely heavily cumbersome for straightforward discussion. on lifestyle information as an important However, early in the history of component to predicting and building brand psychographic study, marketers zeroed in on loyalty. Psychographics and Lifestyle – page 2 The Lifestyle Variables activities. This is because not only does a given activity reflect consumer lifestyle, but To make lifestyle useful to so too do the means by which consumers marketing strategy, marketers have over learn about, acquire and pay for the products time focused on a three dimensional they use. conceptualization of lifestyle. The three sets For example, consider two golf of variables that operationalize lifestyle are enthusiasts who use identical brands of activities, interests, and opinions. In other clubs. Here the activity (golf) and the words, to marketers, lifestyle is comprised equipment necessary to play (clubs) are the of what consumers do, what consumers like, same. Suppose one golfer made his club and what consumers think. Among brand selection after consulting with a golf marketing professionals, activities interests, professional who custom fitted the clubs’ and opinions are frequently referred to as the handles and grips. The other may have seen “AIO variables.” advertisements in a golfing magazine and Activities . Activities represent the then bought the clubs off-the-shelf from a behavioral portion of lifestyle. Because the sporting goods store at a considerably lower range of human activities seems virtually price. Though the two hypothetical golfers limitless, the variable may seem too broad to play the same sport with the same brand of be of real value to marketers. However, to clubs, lifestyle differences affect their the extent that engaging in many human acquisition of brand information and actual activities requires some kind of purchased purchase of the golf clubs. good or service, then studying activities The lesson for marketers in this represents a valuable means of example is to consider consumer activities understanding consumers. not only in terms of requisite products, but Think about virtually any activity in to consider all marketing mix components as which you participate. From taking a walk, part of a total market offering that meets to cooking a meal, to studying for an exam, consumer needs. to relaxing after a hard day, even the most Interests . Consumer psychologists mundane and ordinary activities may require define interests as the degree of excitement purchased products. Walking requires and arousal that comes from anticipated or shoes; meals require food; study requires continuing participation in some endeavor. course materials, and so on. Therefore, one Given this definition, one could correctly fairly obvious way marketers can use assume that interests are generally good lifestyles to help identify customer needs is predictors of activities. Market research can through studying activities. use interests to gauge potential participation Regarding any particular activity, in certain activities by measuring interest in marketers should view consumer the activity, especially among consumers participation in that activity from the who have not yet participated in it. perspective of a “total market offering.” Depending on the circumstances, Too often marketers view fulfilling marketers may wish to examine consumer consumer needs strictly in terms of products interests by varying degrees of specificity. and give little attention to other components As you might expect, general consumer of the marketing mix. However, depending interests may predict a participation in a on the activity in question, modifications to very broad range of activities, while specific any of the marketing mix components may interests predict a narrower range of help consumers to engage in desired Psychographics and Lifestyle – page 3 activities. Marketers may find examining about which they hold negative opinions. both to be useful. The positive or negative responses translate For example, consider how a into interests and ultimately activities. manufacturer of kayaks and whitewater Importantly, not all opinions produce rafting equipment might estimate growth activities but all activities were preceded by potential. On one hand, they could survey opinions. consumers specifically about interest in Given its foundational role in these activities. While this approach might shaping consumer behaviors, you will study seem the most obvious and accurate means opinions in much greater detail when we of gauging demand, it may overlook many consider the formation of attitudes in the otherwise potentially interested but consumer decision making process. How uninformed consumers. Many of these opinions are formed and the strength with consumers might believe that rafting or which they are held may have very large kayaking is too dangerous for them and as implications for how products are marketed. such, would express little interest in the That they represent a combination of factual activity. On the other hand, these beliefs and evaluations of importance consumers could be surveyed for their suggests that marketers can do much to general interest in outdoor activities and either inform consumers of the factual truth their general interest in exciting vigorous about market offerings or suggest the physical activities. A high interest in both importance with which those facts should be these activities might indicate a potential regarded. interest in kayaking or rafting, which, with education and information through Predictors of Consumer Activities, advertising or other marketing Interests and Opinions communication, might be cultivated into future sales. As noted earlier, different social and Opinions . To consumer personal characteristics influence consumer psychologists, opinions and attitudes mean lifestyles. The characteristics of greatest largely the same thing. Opinions are formed interest to marketers and their relationships when people evaluate the importance of to lifestyle are shown in Exhibit 1. Two of things they believe to factually correct. We these characteristics, reference groups and all hold views of what is true and not true social class are shown as being the result of about a particular subject, and whether or consumer demographics, which are not that subject is important to our lives. discussed in separate Web Notes. The intersection of factual beliefs and Personality is shown exerting an importance evaluations comprise opinions or independent influence on lifestyle. These attitudes about a particular subject. three predictors of lifestyle are explored Opinions constitute one of the below. lifestyle variables because they form the basis of our interests and our activities. In Reference Groups other words, before an activity can be pursued, an individual must develop a Consumers take many of their cues favorable enough opinion to at least try it. about what to buy from a variety of groups Obviously, people respond

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