CB U3 IP
IP 3: Psychographic Qualities of the Consumer
- 500-600+ words detailing your psychographic profile of the target market of a brand or firm of interest. Most importantly, explain and justify the 4-5 psychographic, or psychological, qualities, of the consumer. Explain the targeted consumer, “as though I have met the person before.” If relevant, list key demographic qualities. However, give emphasis to the psychological profile and qualities of the consumer. In it, either use this chat or explain why the chat does not apply.
- Give the profile a name.
- Explain why your profile is important in developing marketing strategy. How would you attract such a consumer with marketing strategy? Please list at least two or three specific marketing strategies and explain why it reflects such a profile.
Brief Consumer Overview
Three Ways to Understand Consumers:
Demographics. External qualities of consumers (income, age, occupation, education, etc.) Usually too general to predict or explain well.
Benefits Desired. External qualities of products/stores. Price, convenience, quality, selection, “modern image,” nutritious. Provides “hook” to get attention but usually does not help understand consumer deeply.
Psychographic. Internal qualities of consumers. Creativity, innovativeness, relevance of others, confidence, nostalgia, traditional values, lifestyle activeness, self worth, concern for others, desire for respect from others. Best assists to explain consumers on deep level.