5588079
Descrição
Mapa Mental por nurdinadianah88, atualizado more than 1 year ago
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Criado por nurdinadianah88
mais de 8 anos atrás
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PERSONAL II: LIFESTYLE & VALUES
- People from same
sub-culture, social class &
occupation leads different
lifestyle
- Influences all
aspect of one's
consumption
behaviour
- Determined by
person's: -Past
Experience,Innate
Characteristics &
Current Situation
- LIFESTYLE
- Means more than an individual
social class or personality.
Profiles one's pattern of
acting and interacting in the
world
- Portrays "whole
person" interacting
with their
environment
- Marketers search for
relationship between their
products and lifestyle group
- (AIO Dimension) A
person's pattern of
living, expressed in
activities, interests
and opinions
- AIO Dimension-
Activities, Interests,
Opinions
- AIO Dimension-
Activities, Interests,
Opinions
- CB APPLICATION
- Eg. If manufacturer finds that most buyers are
achievement oriented, brand will aim clearly for
achiever lifestyle
- Eg. If manufacturer finds that most buyers are
achievement oriented, brand will aim clearly for
achiever lifestyle
- FACTORS THAT SHAPES LIFESTYLE
- MONEY CONSTRAINED
- Lower cost products ,
local brands, E.g IKEA
- Lower cost products ,
local brands, E.g IKEA
- TIME- CONSTRAINED
- Multitasking, pay
others to do task,
eat 'quick' foods-
buns, sandwiches
- Multitasking, pay
others to do task,
eat 'quick' foods-
buns, sandwiches
- VALS
- Ideals
- based on beliefs,
principles than feelings
or social approval
- Buy functionality & reliability
- Buy functionality & reliability
- based on beliefs,
principles than feelings
or social approval
- Achievement
- Strive clear social
position
- Strongly motivated by actions,
approval, opinions of others
- Buy status symbol
- Buy status symbol
- Strongly motivated by actions,
approval, opinions of others
- Strive clear social
position
- Self-expression
- Action- oriented
- Their choices
express indivisuality
- Buy experience
- Buy experience
- Their choices
express indivisuality
- Action- oriented
- Ideals
- MONEY CONSTRAINED
- Means more than an individual
social class or personality.
Profiles one's pattern of
acting and interacting in the
world
- VALUES
- Core values
- Belief system that underlie
consumer attitudes and
behaviours - deeper than
behaviour / attitude
- Determine basic level of
people's choice in long term
- Marketers need to appeal to
:
- Inner Selves
- To appeal to
outer sleves
- Inner Selves
- Belief system that underlie
consumer attitudes and
behaviours - deeper than
behaviour / attitude
- Core values
- A person's pattern of
living as expressed by his
or her psychographics
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