Psychographicsin ContemporarySMB MarketingDoes your business understand psychographicalparadigms of modern-day marketing? If not, it’s time. You need to adapt this contemporary marketing trend and psychographic-allyconnect with your target market.

What Psychographics Do?Psychographics provide a deeper understanding of your target market, which helps in identifying

the variables that drive their buying behavior.

How to Study Consumer Psychographics?The psychographics of consumers are studied through ethnographic research, which involves:

Developing and structuring of questionnaire

Communicating one-on-one with the sample population

Conducting focus groups

LifestyleIt is based on understanding the living patterns of individuals:

• Values • Beliefs• Opinions • Interest

Cross Cultural Consumer Characterization ModelThis is one of the famous models for studying lifestyle patterns, which is based on how an individual

behaves according to his/her character

Resigned a. Strict in rulesb. Rigid to flexible patternsc. Loves to play safed. Follows traditional patterns

Strugglera. Limited resource holdersb. Flexible in ideasc. Distorted thinking patternsd. Appreciate things that make an impact

Mainstreamera. Brand consciousb. Conformistc. Loves to follow trendsd. Passive to intellectual bigots.

Aspirera. Persona mattersb. Intrinsic in their valuesc. Affiliates welld. Actively follow fashion

Succeedora. Stable peopleb. Opt for reliable brandsc. Calculated in their decisionsd. Strong and confident

Explorera. Energeticb. Cherishes autonomyc. Love challenges d. Enjoys trying new products.

Reformera. Socially awareb. Knowledge loversc. Intolerant to bad taste.d. Appreciate powerful messages

KnowledgeDo they know about your

products?

LikingDo they actually consume

your product? Or how much do they like it?

AwarenessAre they familiar with your company or brand

name?

PreferenceDo they prioritize

the purchasing of yourproduct over others?

ConvictionDo they value your brand

enough to stick to it?

PurchaseDoes your product offer rates that your target market could afford?

Applying Psychographics

The data collected through interviews and focus groups helps you in developing insights and translating it into brand strategies.

Application of psychographics inmarketing is a big challenge for SMBs. It depends on the level of creativity in your organization.

Once you know the characteristics of your consumers, you become aware of all the weak points and strengths of your target market.

Now all you need to do is, prepareeffective marketing campaigns based on your consumer analyses. The reason behind the Coke and Nestle’s successful marketing campaigns is their hands-on psychographics.

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http://hotmama.at/Images/psychographicsegmentation.pdf

Understanding Consumer CharacteristicsConsumer characteristics are studied through dividing your research tool into 3 categories listed below:

Social class is associated with the social grade or rank of an individual. Also, it involves characterizing which income bracket he/she belongs to. For e.g.

SOCIAL CLASS

Unemployed Bank Clerk

ServiceProvider

CompanyDirector

MiddleManager

Skilled Worker

Labourer

PersonalityPersonality is studied by understanding behavioral patterns of a target market

References