Consumer Analysis

Lifestyles and Psychographics

How Do Values Relate to Consumer Analysis?


The Rokeach Value Survey

Means-Ends Chains


Laddering


What is a consumer lifestyle?


Lifestyle impacts on Consumer Analysis


VALS, VALS II, SRI


VALS Segments:  resources vs. what is important to you

Psychographics - AIOs


Psychographics adds info to demographics


Let’s Look at the Levi’s Case: Psychographic Inventory


Strongly agree - agree - neither - disagree -strongly disagree
 

How about word association?


How would you answer these?

Strongly agree - agree - neither - disagree -strongly disagree
 

Materialism - what things are important?


How are these ideas used?


Relationships

Relationships with Firms