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Psychographics

Psychographics divides the market into groups based on opinions, beliefs, values and interests. It assumes that purchases reflect personal characteristics and lifestyle patterns. There are 7 categories: Resigned seek survival and prefer practical magazines; Strugglers seek escape and celebrity gossip; Mainstreamers follow trends and seek security; Aspirers value brands and status; Succeeders seek control and prestige; Explorers seek discovery and difference; Reformers seek enlightenment and growth. Demographics classify the audience by attributes like age, gender, education level, income class, region, and religion. Basic groupings include these attributes as well as family status, ethnicity, and political views. Social grading further divides classes from upper middle (A)

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136 views2 pages

Psychographics

Psychographics divides the market into groups based on opinions, beliefs, values and interests. It assumes that purchases reflect personal characteristics and lifestyle patterns. There are 7 categories: Resigned seek survival and prefer practical magazines; Strugglers seek escape and celebrity gossip; Mainstreamers follow trends and seek security; Aspirers value brands and status; Succeeders seek control and prestige; Explorers seek discovery and difference; Reformers seek enlightenment and growth. Demographics classify the audience by attributes like age, gender, education level, income class, region, and religion. Basic groupings include these attributes as well as family status, ethnicity, and political views. Social grading further divides classes from upper middle (A)

Uploaded by

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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Psychographics

What it is?
Psychographics divides the market into groups based on opinions, beliefs, values and interests. It is based on
the assumptions that the types of products and brands an individual purchases will reflect that persons
characteristics and patterns of living.

Categories:
Resigned – Rigid, strict and authoritarian. Orientated to the past and resigned roles. Tends to be
older people. Seek survival. A magazine the resigned profile would like is a practical
magazine or newspaper.

Struggler – Alienated struggler. Disorganised – with mainly mechanical and physical skills.
Tend to be heavy consumers of alcohol, junk food etc. Seeks escape. A magazine the
struggler profile would like is a celebrity gossip magazine to allow them to escape.

Mainstreamer – Domestic, conformist, conventional, habitual and part of the mass. Follow
the latest trends. Seeks security.

Aspirer - Materialistic, acquisitive, affiliation and place importance on brands and identity.
Usually young people. Seeks status

Succeeder - Strong goal orientation, confidence, good work ethic, high


aims, Brand choice based on self reward and prestige. Seeks control.

Explorer - Experience, challenge, brand choice highlights difference and


adventure. Typically young people. Seeks discovery.

Reformer - Socially aware and free from restrictions and make independent decisions. Anti -
materialistic, inquisitive and support growth of new products. Seek enlightenment.
Demographics
What is it?
Demographic data information is used in media marketing to classify an audience by age, gender, race and other
categories. In media demographics are used to pinpoint potential audience growth and to spot under
performance.

Basic demographic grouping?



• Gender • Class • Education • Region
• Age • Nation • Religion • Urban/ Rural 

• Family • Ethnicity • Political allegiance

Social Grading:

A Upper middle class Higher managerial, Lawyer and barrister.


administrative or professional
job employment.

B Middle class Intermediate managerial, policeman


administrative or professional
job employment.

C1 Lower middle class Supervisory or clerical and nurse


junior managerial
administrative or professional
job employment.

C2 Skilled working class Skilled manual workers builder


D Working class Unskilled manual workers fast-food worker
E Casual / lowest grade workers pensioners and others who pensioner
depend on the welfare state for
their income.

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