PERSONAL II: LIFESTYLE & VALUES

Beschreibung

consumer behaviour lifestyle and values
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PERSONAL II: LIFESTYLE & VALUES
  1. People from same sub-culture, social class & occupation leads different lifestyle
    1. Influences all aspect of one's consumption behaviour
      1. Determined by person's: -Past Experience,Innate Characteristics & Current Situation
        1. LIFESTYLE
          1. Means more than an individual social class or personality. Profiles one's pattern of acting and interacting in the world
            1. Portrays "whole person" interacting with their environment
              1. Marketers search for relationship between their products and lifestyle group
                1. (AIO Dimension) A person's pattern of living, expressed in activities, interests and opinions
                  1. AIO Dimension- Activities, Interests, Opinions
                  2. CB APPLICATION
                    1. Eg. If manufacturer finds that most buyers are achievement oriented, brand will aim clearly for achiever lifestyle
                    2. FACTORS THAT SHAPES LIFESTYLE
                      1. MONEY CONSTRAINED
                        1. Lower cost products , local brands, E.g IKEA
                        2. TIME- CONSTRAINED
                          1. Multitasking, pay others to do task, eat 'quick' foods- buns, sandwiches
                          2. VALS
                            1. Ideals
                              1. based on beliefs, principles than feelings or social approval
                                1. Buy functionality & reliability
                              2. Achievement
                                1. Strive clear social position
                                  1. Strongly motivated by actions, approval, opinions of others
                                    1. Buy status symbol
                                2. Self-expression
                                  1. Action- oriented
                                    1. Their choices express indivisuality
                                      1. Buy experience
                            2. VALUES
                              1. Core values
                                1. Belief system that underlie consumer attitudes and behaviours - deeper than behaviour / attitude
                                  1. Determine basic level of people's choice in long term
                                    1. Marketers need to appeal to :
                                      1. Inner Selves
                                        1. To appeal to outer sleves
                                    2. A person's pattern of living as expressed by his or her psychographics
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