Demographics, Psychographics, and Personality Nicole Howatt Chapter 7

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Demographics, Psychographics, and
PersonalityNicole HowattChapter 7
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Demographics

• What is demographics
• Size, structure distribution of a population
• Strong determinant of CB
• One of many variables

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Key demographic variables?

• Age
• Income
• Gender
• Race
• Education

• Occupation
• Family size
• Religion
• Social class

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Uses of demographics

• Proxy for primary data
• Used as segment descriptors
• Trend analysis
• Predict changes in demand

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Changes in the US Market

• Population growth
• Longevity
• Immigration

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Changes in the US Market

• Age
• Children
• Teens on the rise-video PBS
• Young adults (18-24 25-34)
• Baby boomers
• Geographically

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Individual Influences

• Personality consistent responses to
  environmental stimuli
• Psychoanalytical Theory founded by
• Argued that human personality is driven by both
  conscious and unconscious motives (desires)
• ID avoid pain, obtain pleasure, represents
  unconscious drives urges
• Ego
• Super-Ego moral side of the psyche, reflects
  societal ideals

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Individual Influences

• Socio-Psychological Theory
• Society influence is most important
• Trait-Factor Theory
• Person is viewed as a composite of enduring
  personality traits
• Compulsive, variety seeking, tolerance for
  ambiguity
• Can be used to segment markets, relatively
  stable, inherent in certain behaviors

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Individual Influences

• Values define normal behavior
• Enduring beliefs that specific modes of conduct
  or end-states of existence are preferable to
  other ones
• Interaction of personal needs, requisites of
  social interactions and group needs
• Goals that motivate people appropriate ways to
  attain those goals

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Individual Influences

• Lifestyle a constellation of individual
  characteristics that reflect certain behaviors
  such as

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Individual Influences

• Lifestyle patterns in which people live and
  spend time / money
• More contemporary and links lifestyle to
  consumption
• Change more than values
• Psychographics
• Measures lifestyles
• Answers why consumers buy