Psychographic types of consumers. Psychographic studies of consumer behavior
INTRODUCTION………………………………………………………………………..2
1. Theoretical foundations of marketing research of the psychographic profile of consumers…………….…………………………………….………..4
1.1 Psychography as a consumer research method in
Marketing ………………………………………………………………….….….4
1.2 Methods for studying the lifestyle of consumers and
market segmentation based on psychographic types…………...….6
1.3 Features of determining the psychographic types of Russian consumers………………………………………………………………….....24
2. Marketing research psychographic portrait of the buyers of products of the Vester Group of Companies…………….…………………………………………...37
2.1 general characteristics Groups of companies "Vester"………….……………………………………………………...……37
2.2 Description of the problem of marketing research and search for ways to solve it. Drawing up a marketing research plan…………......41
2.3 Carrying out a marketing research of the psychographic profile of the consumers of soft drinks GC "Vester" .................................................................. ................................................. ...................43
CONCLUSION……………………………………………………………………..55
List of references…………………………………...…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
APPENDIX 1………………………………………………………………….58
INTRODUCTION
All activities of the company are aimed at interaction with consumers. The consumer, the client is a key figure around which the company's activities are built. Without them, any efforts of the company are meaningless - there is no point in developing a development strategy, inventing new products, improving the sales system, if all these efforts are directed "to nowhere".
Customer relationships are becoming more and more complex. He is no longer just a buyer, ready to buy something new or, on the contrary, useful, but an expert in the consumer market. With the increasing level of competition in most consumer markets, the marketing, advertising and sales department is increasingly challenged to retain and attract new customers.
Most companies operating in the Russian market, promoting their products, brands, services, rely on the results of market and consumer segmentation. There are several basic methods for a clear and justified definition of target groups (segments). As a rule, segmentation by demographic characteristics is most often used. However, marketing practices recent years and, above all, the experience of our foreign colleagues shows that a simple segmentation of consumers of a product or service according to demographic and regional characteristics, according to income level, as a rule, is not enough. A product or service is used not just by people of a certain age and place of residence, but by consumers of a certain brand, choosing it in accordance with their taste and lifestyle.
V modern conditions With the rise of the market and ever-increasing competition, psychographic portrait studies are becoming increasingly relevant, as they give a broad picture of buyers, a real picture of what is hidden behind faceless socio-demographic data, and help to understand the real behavior of consumers. Companies need to know "by sight" of their consumers, to feel their behavior, to predict their actions. The psychographic dimensions are far more extensive than the demographic, behavioral, and socioeconomic dimensions. Psychographics is the most effective and most important feature of consumer segmentation because it takes into account relatively intangible phenomena - motivation, perception, interests, personality, learning, learning, beliefs and attitudes.
Target term paper- to study the psychographic characteristics of consumers of soft drinks and methods of segmentation of consumers according to psychographic profiles.
In accordance with the goal set, the following tasks are solved in the work:
Explore theoretical basis marketing research of the psychographic profile of consumers;
To study methods of market segmentation based on psychographic types;
Conduct a cluster analysis of soft drink consumers based on psychographic data.
The object of the study is the consumers of soft drinks of the Vester Group of Companies (Vester supermarket).
1. Theoretical foundations of marketing research of the psychographic profile of consumers.
1.1 Psychography as a method of consumer research in marketing.
Psychographic marketing research is based on a science called psychography.
Psychography is psychological research groups or individuals in relation to characteristics, values, perceptions, preferences, and behaviors.
Life style – one of the basic concepts used in the study of consumer behavior.
The concept of lifestyle is more modern than the concept of personality and more comprehensive than value theory. Using the concept of lifestyle, marketers try to connect the product with the daily, everyday life of the target market through advertising.
Lifestyle is a general concept that defines both the lifestyle of a person as a whole and how he spends time and money. With the help of this concept, people interpret the events taking place around them, comprehend and predict them, and coordinate their values with the events.
Psychography is one of the most common methods of measuring lifestyle. It can be used to get quantitative data, it can be applied to large samples that need to be broken down into market segments. "Soft", qualitative methods (focus groups and "in-depth" interviews), although they do not give quantitative results, still allow a deeper look at the construction of a strategy, give interesting ideas. The general psychographic approach is based on taking into account the personal characteristics of each consumer in the group under study, the motives of his behavior as a consumer, his life values, behavioral attitudes and even beliefs.
Demographic and psychographic dimensions complement each other, so they should be used simultaneously. Demographics represents objective quantitative indicators such as age, gender, education, marital status. Psychography, on the other hand, takes into account relatively imperceptible phenomena - motives, interests, social status and values of people. This information complements demographic data and characterizes the consumer even more broadly.
The psychographic dimensions are far more extensive than the demographic, behavioral, and socioeconomic dimensions.
Psychographic analysis allows salespeople to understand the lifestyles of their product buyers, and this in turn enables them to communicate more effectively with representatives of different segments. At the same time, you can figure out how to position a new or existing product, how best to “bring” it to consumers who adhere to a certain lifestyle. The main idea of the method is to look beyond the standard variables, present the product in accordance with actions, hopes, fears and dreams. target audience.
The goal of psychographic market segmentation is to develop a marketing program that has all of its elements relevant to the majority of the target market. Advertising here relies mainly on lifestyle elements rather than product features. It can use models and celebrities associated with specific lifestyles.
Psychographic research is most often carried out with four main goals: 1) to identify target markets; 2) to get better explanations of consumer behavior; 3) to improve the company's strategic marketing; 4) to minimize risks when introducing new products and new businesses.
1.2 Methods for studying the lifestyle of consumers and market segmentation based on psychographic types.
This topic is poorly understood by Russian specialists, so the basic concepts and methods outlined are based on foreign studies, mainly by American authors. Along with the recognized research methods VALS1 and VALS2, we will consider a system of psychographic types of Internet users (iVALS), which is still little known in Russia, as well as some of the alternative models.
One of the most common approaches to lifestyle marketing is the VALS (Values and Lifestyle) method, developed in 1978 by the Californian Stanford Research Institute. It is based heavily on Maslow's hierarchy of needs theory. At the base of the pyramid human needs there are physiological needs, without the satisfaction of which physical existence itself is impossible, followed by security, love, respect. The highest level in the hierarchy is self-realization, in which the set of needs of the individual is determined by him.
The VALS system divided American consumers into 4 main groups: need driven (11%), externally directed (67%) and internally directed (22%), as well as "integrated", which are small (table 1.1) .
Table 1.1
The main consumer groups according to the VALS system
| Consumer group |
Characteristic |
| Consumers driven by needs |
They spend money in connection with their needs, not preferences. These are the poorest segments of the population, without education. |
| Consumers driven by external factors |
When shopping, these people care what others think about it. |
| Consumers driven by internal factors |
For them, first of all, their own needs and desires are important. |
| "Integrated" |
These consumers constitute the smallest group. They represent individuals who combine the qualities of the two previous groups. Although their number is small, this group can play an important role as trendsetters. |
Each group is characterized by its own values and lifestyle, demographics and purchasing patterns. The listed groups are divided into 4 segments shown in Figure 1.
High level of resources
Focused on:
Principles Status Action
Rice. 2. Segmentation of consumers by lifestyle based on the VALS 2 method
Consumer groups are formed depending on the orientation of a person to a principle, status or action:
Principle-oriented consumers base their choice of certain products on personal beliefs rather than on the opinions of others.
Status-oriented consumers value the approval of others.
Action-oriented consumers are driven by a desire for social and physical activity, variety, and a sense of risk.
In addition to orientation, consumers also differ in the availability (level) of resources. Resources are psychological, physical, socio-economic factors that influence the choice and purchase decision of each consumer.
Each of the types of consumers in the VALS-2 model has its own characteristics.
1st type. "Actualizers" (actualizers) - successful, modern, active, with high self-esteem and excess resources. Interested in growth and striving to develop, realize and express themselves in various ways - sometimes driven by principles, desires for positive emotions or change. Image is significant for them not as evidence of status or power, but as an expression of their taste, regardless of character. These people are among the established and emerging leaders in business and public administration, nevertheless continue to look for difficult tasks for themselves. They have a wide range of interests, are not indifferent to social problems and open to change. Their possessions and entertainment reflect a cultivated taste for the best and the finest in life.
Principle-oriented consumers - "self-actualized" (2) and "believers" (3) - strive to align their behavior with their views of how the world should be.
2nd type. "Self-realized" (fulfilleds) - mature, life-satisfied, comfortable, thoughtful people who value order, knowledge and responsibility. A high level of resources is combined with a principled orientation. Most are well educated and occupy professional positions. Well informed about world and national events and do not miss the opportunity to expand their knowledge. Leisure is built around the home. Moderately respectful of social self-portraits and institutions, but open to new ideas and social change. Calm, self-confident, conservative, practical - they are looking for functionality, value, durability in purchases.
3rd type. "Believers" (believers) - conservative, ordinary people with specific beliefs based on traditional values - family, church, local community, nation. Low level of resources and focus on principles. Bearers of moral principles, deeply rooted and interpreted literally. These consumers follow the established rules of everyday life, relating primarily to the home, family, their social and religious organizations. These are conservative and predictable consumers who prefer domestic products and established brands.
Status-oriented consumers – 'achievers' (4) and 'aspirants' (5) – have or seek a secure and other place in the social order they value. The consumer choice of these groups is aimed at improving their position or ensuring their movement towards another, more desirable group.
4th type. Achievers are successful people who are career or work oriented and are in control of their own lives. A high level of resources is combined with a focus on taste. They value agreement, predictability, and stability more than risk, intimacy, and self-disclosure. Deeply committed to work and family. Work provides them with the realization of a sense of duty, material reward or prestige. Social life is built around family, church, career. "Achievers" are politically conservative and respect authority. Image is important to them - so they prefer established and well-known, prestigious products or services that demonstrate success to others.
5th type. Strivers seek motivation, self-determination, and approval from the outside world. Strive to find a safe place in life. They are unsure of themselves and have a low level of economic, social and psychological resources. Concerned about the opinions and approval of others. Money determines success for aspirants, but it is lacking and life seems impoverished to them. Aspirants are easily bored and impulsive. Many strive to be stylish, to imitate those who have more impressive things. However, what they want to have is usually not available to them.
Action-oriented consumers - "experimenters" (6) and "makers" (7) - want to influence their environment in an explicit way. Makers do it predominantly at home and constructively. Experimenters seek adventure and living experience in the wider world.
6th type. "Experimenters" or "testers" (experiencers) - young, energetic, enthusiastic, impulsive and rebellious. They are looking for diversity and vivid impressions, striving for something new, unusual, risky. They are still in the process of formulating life values and behaviors, are enthusiastic about new opportunities, but quickly cool down. Politically neutral, uninformed and ambivalent in their beliefs. An abstract contempt for comfort is combined with an outsider's awe of wealth and power. Energy finds an outlet in sports, outdoor activities and social activities. Greedy consumers spend the bulk of their income on clothing, fast food, music, movies, and videos.
7th type. "Makers" (maikers) are practical people with constructive skills who value independence. They live in the traditional context of family, practical work, physical entertainment, little interest in what lies outside this context. They express themselves and experience the world - building a house, raising children, repairing a car, or conserving - and have enough skill and energy to carry out these projects successfully.
They are suspicious of new ideas and big opportunities such as big business. They are respectful in government authority, but opposed to government intrusion into privacy. They are not infatuated with material possessions except when purchased for a practical or functional purpose. Because they prefer luxury value, they buy basic products.
8th type. Strugglers are chronically poor, poorly educated, with few skills, no strong social connections, elderly and health-conscious, resigned and passive. Limited in their need to satisfy basic current needs, do not strive for self-realization. The main concern is safety and security, they are careful consumers. A modest market for most products and services, but a loyal one for favorite brands. twenty].
The researchers note that this model has disadvantages and limitations of use. The limitations of VALS-2 include the closed nature of the toolkit for public use, which was imposed by the Stanford Institute as a developer; the individual nature of the meter (most consumer decisions are made by the household, not the individual), non-absolute relevance to products and situations of use - consumers often belong to more than one lifestyle.
An alternative to VALS is the LOV (List of Values) model developed in 1983 at the University of Michigan. Contains 9 values that respondents rank by importance:
1. self-realization
2. excitement
3. sense of movement
4. self respect
5. sense of belonging
6. be respected
7. safety
8. fun and pleasure
9. warm relations with others
Marketers use meaningful value to assign consumers to segments. As experts note, supplemented with demographic information, the LOV method is quite effective and allows you to identify market segments instead of using a priori specified segments.
The method is used to differentiate consumers along three dimensions:
Internal focus (values 1, 2, 3, 4);
Interpersonal focus (values 8 and 9);
External focus (values 5, 6, 7).
Intrinsically value-driven consumers seek to control their lives by making independent decisions. Outward-oriented people are more likely to align their buying behavior with the majority in society.
Considering the essence of life style, it is also necessary to present the methods and models of its description.
The quantitative description, analysis and modeling of the lifestyle of consumers in the interests of marketing is often associated with psychographics (psychographics). Psychographics is a quantitative study of the lifestyle and personality characteristics of consumers. The original psychographic tool was the AIO model (activities - activities, interests - interests, opinions - opinions).
The AIO model describes the life style of the consumer in terms of parameters combined into three groups: activities, interests and opinions (table 1.2).
Table 1.2 considers a fragment of the model that can be used to describe the lifestyle of the consumer. To identify the values of the parameters, a set of questions and statements is used, with respect to which the respondent must express agreement / disagreement. For example, to evaluate performance, questions can be used: “How many books did you read in a year?”, “How often do you visit large shopping centers?”. An example of assessing interests is the questions: “Which of the following are you more interested in - sports, church or work?”, “How important is it for you to move forward in life?”. Opinions can be elicited by agreeing/disagreeing with statements, for example: "We must be prepared for nuclear war."
The goals of consumer lifestyle analysis determine the content of AIO questions. To define the profile, or overall lifestyle, of a consumer segment, the questions are more general. Based on the identified profile of the consumer segment, advertisers develop ideas for advertising topics and options for the form, place and time of its placement.
To gather information about the product and the relevance of the product to the consumer, AIO questions or statements may be more specific. Such information is used to develop or modify the product, to formulate a unique selling proposition. This sentence is a short but impressive phrase that captures the main characteristic of the product. For example: "Breakfast of the Champion", "President's Choice". This offer is generated based on customer descriptions of a specific product using AIO forms.
Psychographic analysis allows salespeople to understand the lifestyles of their product buyers, and this in turn enables them to communicate more effectively with representatives of different segments. At the same time, you can figure out how to position a new or existing product, how best to “bring” it to consumers who adhere to a certain lifestyle. The main idea of the method is to look beyond the standard variables, presenting the product in accordance with the actions, hopes, fears and dreams of the target buyers.
Relatively recently (in 1997) another direction of studying the lifestyles of consumers appeared, this time Internet users - iVALS (Internet VALS). This methodology was also developed by SRI International. SRI developed iVALS to improve the efficiency and quality of the online environment for users and to help providers.
Let us briefly characterize the psychographic types of Internet users identified using this technique (Figure 3).
 |
Rice. 3. Segmentation of psychographic types according to the iVALS method
· Gurus (Wizard) are the most active and professional Internet users. Computers are the key point of their lifestyle and knowledge of technology makes them outstanding personalities. More than 80% Gurus use the Internet for over three years. Although the Gurus have met many on the Internet over the years, it is likely that these acquaintances remain only virtual. Gurus are not looking for friends (people) on purpose, in the traditional sense.
About half of them take part in MUD (Multi-Users Dungeon / Dimension - multi-user role-playing games) or MOO (Multiple User Dungeon - Object Oriented) is a kind of MUD with great features). Many have their own web pages and all have many games or multimedia programs, especially for adults. Almost all Gurus are men, and relatively young, they are less than 30 years old. Despite their age, many work as middle managers, consultants, analysts, and therefore their income is not very high. Wizard is a target group for specialized technical information, beta testing software products, conferences on computers and software and other professional topics. They like programs with a lot of features.
· Pioneers (Pioneers) - users of this type make up approximately 10% of those surveyed. Pioneers - in general, a positively minded and active segment of users. They spend a lot of time on the Internet, often attending conferences such as Usenet. So far, most of the "pioneers" feel confident in the technical aspect of the Internet. In general, they feel superior to other Internet users. Like Surfers (Wanderers), they are moderately passionate about the Internet. Considering this group, it can be noted that most of them are men of different ages and with low incomes. Pioneers (Pioneers) include technical staff, students.
· Surfers are a fast learner, but not very technically savvy segment, they feel confident on the Internet. Moreover, the Internet for them is entertainment and a place of leisure. Although they are positive about the Global Web, willing to spend more money for Internet services than any other type of user ("Wanderers" have more than two e-mail boxes), they are somewhat negative about chats and conferences. This type is made up of the oldest age group, and with an above-average household income. "Wanderers" are mainly middle managers, scientists, specialists, consultants. These are active users of mail catalogs and online stores. They have watched less TV since they started using the Internet. This type of Internet user spends a lot of time traveling, surfing the Internet. They seek to learn as much as possible about the "Network". They are passionate about not only information, but also communication with people, or work.
· Main mass (Mainstreamers). Such users turn to the Internet for work or personal matters, but no more. Most often they use the Internet from their place of work and are focused only on obtaining useful information for themselves. Much of their time they just roam the Global Web. At the same time, they feel quite confident on the Internet, so they do not have the desire to make great efforts to master certain professional skills in this area. Users of this type have an income above average, higher education, these are computer specialists, scientists, senior managers, students. This is one of the most intelligent segments in iVALS. It should be noted that their professional interests do not include computer software and therefore their activity on the Internet is due to more personal interests than official ones. Therefore, they are the target group for the "consumer" Internet.
· Experienced users (Upstreamers). They make up about 14% of those surveyed in the study. The closest psychographic type to them is Mainstreamers. For them, as for the majority of Internet users, it is an opportunity to satisfy both personal needs and solve issues related to work or professional activities. Although Upstreamers differ from Mainstreamers in that they approach the Internet more creatively (experiment more, try more). They also spend more time online than the "mainstream", have more email addresses and subscribe to more news. They are confident with the computer, although they do not have a technical education. Users of this type are men. scientists, consultants, marketers and sales managers. For Upstreamers, the Internet is a kind of bridge for obtaining the knowledge they lack in any area.
· Workhorses (Workers) are people who use the Internet solely for utilitarian purposes. Most of them have more than two email addresses and participate in and attend conferences such as Usenet several times a week. Workers carefully plan their visits to the Internet, they clearly limit the time they spend on the Internet to solve work issues and search for information. They may not feel comfortable on the Web, but they are intolerant of frivolities allowed there. The interests of the "Workhorses" are concentrated around special, specific information and the search for solutions to certain issues. They can, however, take part in some conferences, communicate with people if this will bring them some benefit or solve their problems. Workers are overwhelmingly men with average and above average income. Consultants, students, technical staff, teachers. This target segment is for information (for example, delivered via e-mail).
Social (Sociables) - for this type of Internet users the most important social aspects Internet. Compared to the closest type in terms of their characteristics - Socialites, Sociables gravitate towards less structured meetings in cyberspace - such as, for example, chat rooms, conferences. On-line, this type meets, and gets acquainted with a large number of people, and they communicate with men and women in different ways. One of the most pleasant sounds in the morning for them is the email signal that they have received letters from friends. The Sociables rate the Internet more favorably than other types, especially in terms of entertainment and value for children. Entertainment is a key aspect of self-interest online. The Sociables love movies and cable TV, they have a lot of games and multimedia programs. When technical problems arise, they rely primarily on friends or an Internet bulletin board. The socio-demographic characteristics of this type of user basically reflect the picture as a whole for the "Network". 70% of them are men, mostly young people with different incomes. These are teachers, lawyers, managers, students and employees. Sociables is primarily a target group for personal selling, entertainment or gossip related news, homepages and specific news that connects people with the same interests and similar lifestyles.
· Socially active, "public" (Socialites) - these are users who are strictly focused on the social aspects of the Internet, they can often be found at conferences where they discuss social issues, actual problems, for example, the possibility of introducing time-based payment for telephone conversations, listening, reading all messages on the Internet by intelligence services, etc. They have many mailing addresses and often receive and send mail at conferences. Happy to participate in various discussions. For them, the Internet is primarily a game, entertainment, so they have a lot of games and multimedia programs. This type of user is the youngest - less than 30 years old with a low to medium income. These are mainly students and technical (computer personnel). Since they have a low income, this is not a promising segment for traditional online sales. However, they are excellent candidates for entertainment like MUD and MOO, as they combine many aspects - creative and social.
· Searchers (Seekers) - this is a group focused on obtaining information of a working nature. They use computers mainly in order to work more efficiently and quickly, to solve problems. Therefore, for them, the Internet is also primarily a tool for obtaining very specific and professional information. However, after they finish their work, they can "climb" the Internet in search of entertainment, for relaxation. Since they are primarily interested in business topics, business information, they are promising consumers of this kind of information, they are ready to pay for it. This is the oldest segment. They have a higher level of education than the Internet average and an income above the average. These are teachers, top and middle managers, sales managers, marketers.
· Immigrants - they are relatively new to the Internet, so they are familiar with only a limited number of areas of the Web. These users will not pay their money for the Internet unless they have free access at work or school. They usually have one email address. They believe that they have more important things to do than learning cyberspace by trial and error, they do not want to become experts in this field. They spend little time on Internet entertainment, communicate in chat rooms, conferences or correspond with people by e-mail. They are skeptical of the Internet, but at the same time they understand the usefulness of this tool for their work and problem solving, they are clearly aware of the progressive merits of using it. "Immigrants" are men and women of different ages: from 12-year-olds to students.
There are also alternative methods such as "Scan" and PRIZM, presented in Table 1.3.
Table 1.3
Alternative Lifestyle Research Methods
| Methodology |
Description |
| Developed by the French University RISC (International Research Institute of Social Change). This is a kind of lifestyle typology, in order to get a “scan”, a “cloud of points” corresponding to the answers of the respondents, divided into 10 parts of 10% each: based on survival, guardians, careerists, etc. |
|
| PRIZM (Potential Rating Index by Zip Markets) |
The model divides the inhabitants of more than 500 thousand areas of the United States into sixty-two groups, called the PRIZM cluster. The accumulations take into account 39 factors, grouped according to five main criteria: education and wealth, family life cycle, urbanization, racial and ethical affiliation, and mobility. The model includes 40 types of lifestyle, divided into 12 clusters according to the type of area of residence. the name of the clusters reflects the nature of the segment: "Blue Blood Estate", "American Dream", "Cashmere and a country club for the elite", etc. |
Thus, to date, several general psychographic systems have been developed abroad. They differ in their theoretical basis, the socio-cultural characteristics of the country in which they were developed, and in the number of categories included in them. However, none of them is based on Russian empirical material.
It should also be noted that psychographic techniques common abroad have not been tested in Russia, therefore they contain a set of statements and descriptive characteristics exclusively for the population of those countries where they were developed. Therefore, we can use psychographic systems like VALS only as a model, which requires serious improvements.
1.3 Features of determining the psychographic types of Russian consumers.
R-TGI - (Russian Target Group Index) - certified study of target groups of consumers of goods, services and means mass media, which fully corresponds to international requirements TGI technologies.
R-TGI is an analogue of the British study TGI - Target Group Index (Target Group Index) adapted to Russian conditions, which has more than 30 years of history of lifestyle and consumption monitoring. Currently TGI is one of the main sources of information in the marketing practice of the world's largest companies. By 2002 TGI is the quality standard for advertisers and advertising agencies in 41 countries worldwide.
Scope of R-TGI studies:
R-TGI is focused on information requests of manufacturers of goods and services, as well as wholesalers and retail on the different stages their marketing decisions. Producers receive information about the state of the market, knowledge, loyalty and level of brand consumption, regional and socio-demographic differences in consumption.
R-TGI is focused on the information needs of advertising agencies, media planning services and advertising in the media at the stages of development, planning and placement of advertising. Advertising agencies are able to plan effectively advertising campaigns, while significantly reducing costs and achieving maximum coverage of the target group.
R-TGI is focused on information requests of media editors at different stages of their decision-making based on an analysis of the characteristics and interests of their audience and the audience of competing media. R-TGI users get the opportunity to prove to the advertiser their effectiveness as an advertising medium.
The annual R-TGI sample size is over 16,000 households (36,000 respondents), evenly distributed over 4 survey waves each year.
R-TGI study in progress in 60 cities Russian Federation with a population of more than 100 thousand people
The total population is 60 million people.
The sample is stratified by 12 economic regions and by 3 levels of urban population (>1m, 0.5-1m, 0.5m – 0.1m).
Stage 1: Taking into account the geographical location, 8 economic and geographical regions of the European part of Russia and 4 regions of the Asian part were identified. Stratification of cities based on population (>1 million, 1 million - 0.5 million, 0.5 million - 0.1 million).
Stage 2: In each city, the distribution of the sample is proportional to the population in the administrative districts.
Stage 3: Random selection of households from the address database. Full list addresses - 1/6 households of the general population.
A significant sample size, its representativeness, quarterly measurements, wide geography and the same composition of cities participating in each wave of measurements are the undeniable advantages of R-TGI, which ensure high data reliability.
The following technology is used to collect data:
1. Face-to-face interview on family consumption, composition and other family parameters with a housewife / householder (family member most often making decisions regarding purchases of goods for the whole family).
2. Self-completion by all family members aged 10 years and over of questionnaires on individual consumption, attitudes towards the media and lifestyle.
The R-TGI database combines data on consumption of goods and services, use of the media, conditions and lifestyle, socio-demographic characteristics of the family as a whole and its members (aged 10 years and older):
consumption data
Segmentation of the market according to the following features:
Share of consumers of the product/service, frequency of consumption;
Socio-demographic characteristics of consumers (buyers) of the product/service;
Knowledge, preferences in the consumption of brands;
Brand loyalty and brand consumption repertoire;
Socio-demographic characteristics and lifestyle of consumers of various brands;
Regional features of consumption.
Press:
Average Readability per Issue (Average Issue Readership)
Reading frequency more than 30 daily, 110 weekly, 170 monthly publications, more than 2000 local publications;
Attitude to topics of publications in newspapers and magazines;
Method for obtaining periodicals.
· The television:
Possibility of reception and dynamics of TV viewing on 16 central and more than 200 main local TV channels;
Daily dynamics of TV viewing in weekdays and weekends;
Viewing activity of more than 400 regular broadcasts of central and more than 2000 regular broadcasts of local channels;
Frequency of listening to all-Russian, inter-regional and main local radio stations;
Dynamics and duration of radio listening on weekdays and weekends;
listening range;
Listening location;
Attitude to the genres of radio broadcasts and musical genres.
Socio-demographic information:
Gender, age, education, field of activity and form of ownership of the enterprise or type educational institution, the social status of the main occupation, family composition, the size and structure of family income, housing conditions, settlement and more.
· Life style:
More than 200 situational statements characterizing the habits, interests and opinions of respondents, primarily as consumers of goods, services and mass media;
Sports hobbies;
Visiting cinemas, theaters, concerts, video libraries, discos, art exhibitions, libraries, clubs;
Information about trips through Russia and the CIS, trips abroad.
R-TGI allows:
1. Conduct an analysis of the segmentation of the market for goods (services);
2. Identify and describe the target groups of consumers of various goods (products), services and mass media: size, proportions of groups among the population, gender, age, education, income level, field of activity, official status, etc.
3. Define a marketing strategy for promoting a product (service);
4. Optimize the complex of marketing communications;
5. Position trademark(brand);
In 1998, the international advertising agency Leo Burnet conducted a study of changing life values, psychological and behavioral stereotypes in Russia, Ukraine, Estonia, the Czech Republic, Slovakia, Poland, Romania, Hungary, and Germany. In Russia, 2,000 people aged 16 to 70 were interviewed in 12 largest million-plus cities.
In accordance with the results obtained, for Russia, as well as for other countries of the socialist camp that have gone through the transition from the socialist model to market economy, was characterized by the presence of three groups of consumers: mobilizers, optimists and disappointed. Certainly, this research has provided very valuable empirical material for advertising agencies. However, the geography of the sample and the scale, of course, did not allow for a detailed analysis to identify the typology of consumers. The data obtained are of a very general nature.
However, research in Russia continued on the basis of the analysis of the data set of the Russian Target Group Index for 1999-2001. (more than 100 thousand respondents), a typology was created, called RULS (Russian Life Style - an analogue of the American model VALS-2).
The procedure for constructing a typology of consumers and their preferences was carried out in stages. First, it was carried out factor analysis 230 situational statements and factors influencing purchasing behavior are identified. These factors are:
Orientation to the price (expensive-cheap);
Focus on quality (buy less, but best quality, or buy in reserve, more);
Brand orientation (buying a product as a category or choosing a competitive brand);
Spontaneity / prudence (purchases, including food, are carefully planned or made impulsively);
Innovation/traditionality (willingness to try, experiment, buy for the sake of curiosity or conservatism, attachment to proven products);
Focus on imported or domestic products.
A more in-depth analysis of the factors of all identified three main ones: focus on price, quality, fame. When projected onto each of the three axes, each respondent receives the corresponding coordinates in the three-dimensional space of factors that influence purchasing behavior.
The end result of the study was the formation of psychographic types, which consisted in the creation of 9 possible combinations from the obtained groups of variables (similar to VALS-2). On the basis of a sample survey (33,942 people aged 10 to 70), eight non-overlapping psychographic groups were identified, which differ significantly from each other in the main categories. The names of these types were chosen taking into account their compliance with international psychographic typologies:
1st type. "Survivors" (Survivors) - 17%. The main thing for this group when choosing goods is the price. Chronically poor, resigned and passive. They barely make ends meet, they hardly satisfy their daily needs. Spending on food, clothing, footwear and durables (consumer activity) is below average. The main thing for them when choosing goods is the price. They are looking for cheaper goods, they spend almost all the money on food. There are practically no sophisticated household appliances in the household. The range of furniture and other durable items is limited to older models. Active TV viewers and radio listeners (more than 3 hours a day). They are irritated with advertising, prefer traditional products, do a lot of housework. Women are characterized by sewing, knitting, caring for indoor flowers. The main consumers of cheap products, groceries, second-hand. Often buy groceries in reserve. They usually go to shops located near the house. Leisure is limited to reading newspapers and television series. In the press, they prefer to read, along with local news, publications on medicine, horticulture, and correspondence with readers. Books are rarely bought, mostly detective stories and textbooks. Worried about rising prices and work utilities. Often sad and worried. prone to moralizing. Religious, try to observe the norms and rituals. Religious holidays are regularly celebrated. Education is predominantly secondary and incomplete secondary.
2nd type. "Traditionalists" (Traditionalists) - 9%. When choosing goods, they are mainly guided by the price, but they tend to buy familiar goods, the quality of which they have seen from their own experience. Prefer domestic products and goods, consumers of local non-branded products. Buy products cheaper, like sales. They are preoccupied with material and family problems, on the solution of which they spend most of their time. Mostly homebodies. Take care of your garden plot, which significantly fills the need for food. The most active summer residents. Adherents of conservative moral values are prone to moralizing. They strive to express their opinion, despite the objections of others. Advertising is treated with irritation. They strive to buy goods, the quality of which they have seen from their own experience. Purchases are planned in advance, every ruble is calculated. Save money for big purchases. They give their preference to drama and opera performances. However, leisure is not organized, they rarely even go to the cinema. Along with detectives, they prefer books on housekeeping and recipes. From publications in the press, local city and regional news, topics about health, medicine, cooking, and TV program announcements are specially chosen for reading. The focus is on the consequences of the collapse Soviet Union, the position of Russian speakers in the near abroad, interethnic and religious conflicts. We would like everything to be accurate and predictable.
3rd type. "Aspiring" (Strivers) - 13%. When choosing goods, they are mainly guided by price and brand awareness. They are trying to adapt to market relations. The material level allows you to meet the current needs for food and clothing, but you have to save money for the purchase of quality goods. Gradually update household appliances, clothes and shoes. They are well versed in the brands of products and goods. Strive to find best ratio prices and quality. Make decisions in the family about the purchase of food and household goods, medicines, confectionery, jewelry and budget. They try not to buy unfamiliar brands of goods and products. They are sympathetic to advertising. Impressive and influenced from outside. Before serious purchases, they try to find out the opinion of others. Spontaneous and fickle in actions and assessments. They represent a reserve of innovators. They declare love for classical music, jazz, however, more often they confine themselves to reading literature than going to a concert. Medicine, health, child care - these are their main topics in the press, in addition to traditional city chronicles, crosswords and horoscopes. They show particular interest in publications about new products and services. Distinguished by the purchase of children's literature, poetry, detective stories and romance novels. Concerned about health problems, gender relations, ethnic conflicts. A garden plot or cottage is the main vacation spot.
4th type. Mainstreamers - 18%. Passive buying behavior without explicit attitudes. They declare detachment from solving everyday problems. Independent purchases are made situationally, more often - a list compiled by a housewife. They usually go to shops located near the house. They are practical and self-sufficient, focusing rather on the functional purpose of the goods. They live mainly for today, not always caring about tomorrow. They try not to borrow money, spend it carefully. Buy only the essentials. They trust those brands, the quality of which they have seen for themselves. Plan ahead for important purchases. Leisure is poorly organized. In the summer, they spend time in the country, in the garden, which not only significantly help to meet the need for vegetables and fruits, but also provide additional income from the sale of what is grown. They rarely read, mostly professional literature, science fiction, detective stories. The press pays attention to local news, crime chronicles, TV program announcements. Among the urgent socio-political problems are military conflicts, the situation in the army.
5th type. "Careless" (Careless) - 6%. Passive buying behavior without explicit attitudes. They do not take part in housework, they are reluctant to go shopping. They are fond of modern music, fashionable sports. Interests - computers, computer games, the Internet. In brands of goods they are well oriented, although advertising is treated with some distrust. Somewhat self-confident. Consider themselves experts in audio and video technology, computers and cars. Few read periodicals. Active TV viewers and radio listeners (more than 3 hours a day). They do not like to stand out, they live in "their own world." They are more often in the library than at a concert, but they do not deprive themselves of the pleasure of “hang out” at a disco or in a club of interest. They prefer fantastic literature, buy dictionaries and reference books. They collect and play musical instruments. They love jokes, "jokes", crossword puzzles, horoscopes. The focus is on education, environmental issues, family relationships.
6th type. "Innovators" (Innovators) - 14%. When choosing products, they are mainly guided by the popularity of the brand. Energetic and full of enthusiasm. Active imitators, mods. Seeking diversity, prone to risk and the unusual. They may declare contempt for comfort, but strive for prestige and success in life. They buy foreign literature, textbooks, reference books and science fiction. They actively use computers and the Internet. In the press, first of all, they pay attention to publications related to leisure, computer technology, and travel. They love jokes and crosswords, secular news, horoscopes. Active consumers of imported brands. Independent in the choice of non-alcoholic and alcoholic beverages, household appliances, cosmetics and toilet items. A significant part of the expenses are shopping for fashionable clothes, visiting fast foods, and entertainment. Focused on the purchase of well-known brands, mostly imported. They can overpay, but buy the goods well-known company. They love cinema, rock and pop music concerts, satirical performances. Happy to spend money, make spontaneous purchases. Gambling, actively take part in lotteries and draws. Strive to keep fit. Ad eaters. Earnings and exchange rates, sex, study are the most pressing problems for them.
7th type. "Prosperous" (Successful) - 10%. When choosing goods, they are mainly guided by the quality of the goods. Mature, satisfied with their material level. They love comfort, appreciate order and responsibility. Take care of the family. Well oriented in the range. They try to pick up convenient and comfortable things. "Quality hunters" are prone to a demonstrative, "Veblenian" style of consumption. If they have chosen a brand, they try to buy it. Active buyers of fiction of various genres, professional literature. They have versatile hobbies: from playing music and training pets to drawing and woodcarving. Willing to pay for high quality, as they understand it. Moderately conservative, loyal buyers of branded products, including domestic ones. To a lesser extent, they influence decision-making on food purchases in the family, they are independent in choosing brands of cosmetics, men's and women's perfumes, car accessories, computer equipment, building and finishing materials. They tend to give others old but good things. Active TV viewers and radio listeners (more than 3 hours a day). Dacha is a good place to take a break from city life, but they tend to spend their holidays in new places, incl. Abroad. Advertising is tolerated. They prefer museums, exhibitions, classical art. Demonstrate concern for general social problems: the state of science, culture and education, are concerned about the situation regarding the independence of the media, environmental issues, the fight against AIDS. Active readers of the periodical press, "devourers" of information. Energetic and purposeful.
8th type. "Achievers" (Achievers) - 13%. When choosing goods, they are mainly guided by the quality and popularity of the brand. In the bulk - well-to-do and prosperous. "Hunters" for prestige. Ready to pay any money to match the image successful person. Visitors to expensive shops, antique shops, boutiques. They lead an active lifestyle. Adaptable and purposeful. Demonstrate high loyalty to selected brands. They prefer to overpay, but buy goods from a well-known company. If you like something, we are ready to immediately make a purchase. Old things tend to be thrown away or given to those in need. They independently make decisions about the purchase of complex household appliances, audio and video equipment, cars and accessories for them. They actively use computers and the Internet. The impact on purchases of household goods, medicines, kitchen utensils is insignificant. They love pop music concerts, often go to the cinema and theatres. They prefer encyclopedias, dictionaries, professional and classical literature of various genres. Focused on work. The focus is on general economic problems, exchange rates, relationships at work and in the family, personal security. The press is interested in analytical materials on economic topics, modern technologies, cars, tourism. They love videos, prefer comedies, action movies and light erotica. Dacha is a good place to take a break from city life, but they tend to spend their holidays in new places, incl. Abroad. They value their freedom, are sociable. Focused on life success, career. They believe that money is the best indicator of success. They admire those who earn a lot and want to look the same in the eyes of others.
This typology of lifestyle is the first study of its kind. The results obtained are confirmed by relevant statistical indicators, in particular, the presence and nature of the relationship of the identified psychographic types with the consumption of a wide range of goods and services were confirmed. They can give sociologists and marketers a universal tool that allows them to meaningfully supplement traditional types of socio-demographic analysis of consumers and social groups. It is obvious that research in this direction should be continued and deepened.
It is important to implement Russian business modern marketing technologies - primarily in order to increase the competitiveness and efficiency of the company. And, one of the most important goals here is to study your customers, because when you know who your customer is and what he wants, it will be much easier to create what he wants to buy. Lifestyle is a very important psychographic criterion, which to a greater extent allows you to reveal the motivation of the consumer's behavior, which means that it helps to understand what is guided by potential consumer when choosing a product. Based on this data, you can easily improve the product and create an effective advertising campaign.
Based on the experience of foreign companies, it can be said with confidence that studying the lifestyle of their consumers is not only relevant, but also quite profitable. In itself, knowing your consumers from this side in many ways helps to understand their psychology and build an advertising company or improve a product with greater efficiency.
2. Marketing research of the psychographic portrait of the buyers of products of the Vester Group of Companies.
2.1 General characteristics of the Vester Group of Companies.
Vester Group has been successfully operating in the retail sector for almost 20 years. Today, the Vester Group is one of the leading Russian retail operators whose priority is the development of the hypermarket format.
The Vester Group combines several main business lines that allow the most efficient implementation of the strategy of regional expansion and contribute to the achievement of the main strategic goal - to become one of the top five Russian retailers.
In 2007, the Group's turnover amounted to about $750 million. Investments in the development of the company in 2007 amounted to $150 million. The number of employees reached 10,000 people.
The main activities of the Vester Group are:
1. Development of the Federal network "Vester".
2. Development of development projects by the forces of the company "WestRusDevelopment".
1990 - Year of formation of the company "Vester". The company began its activity with deliveries of office equipment to the Kaliningrad region. The goal of the company is to achieve in 1995 a leading position in the retail market of the Kaliningrad region in the field of electronics trade, household appliances, computers.
1993 - A network of household appliances and electronics stores was created. The group of companies "Vester" has begun the development of new areas, including trade in food products and industrial goods. The company's goal for the period 1993-1998 is the development of 17 successful business areas (creation of a multi-format network retail stores).
2005 - "Vester" - the leader of the Kaliningrad region in terms of the number shopping centers and self-service shops. The company is forming a new strategic goal: creation of the Federal network and access to the Russian retail market with hypermarket and supermarket formats.
2006 - The federal chain "Vester" was created, the first hypermarkets and supermarkets successfully operate in five regions of Russia. The new strategic goal is to become one of the top five Russian retailers by 2010.
2007 - The federal network "Vester" unites more than 50 objects. sq. m The Company has the right to engage in the following activities aimed at achieving its main goal:
· implementation of wholesale and retail trade in goods, raw materials, including in own stores;
· implementation of foreign economic, commodity-purchasing activities, authorized export-import, barter and leasing operations;
creation of warehouses, responsible storage of goods, warehouse services;
· creation own production, including the production of food products and their sale;
organization of a network of cafes, bars, restaurants;
· transport services for freight and passenger transportation, including air, rail, sea, road and horse-drawn transport both in Russia and abroad;
construction, landscaping, repair and construction and restoration work, industrial and civil construction;
transactions with securities;
Execution of transactions related to real estate;
organization of exhibitions, fairs and auctions;
activities in the field of marketing, intermediary operations on commodity, stock and financial markets;
· expert-information and reference-information activity;
organization of production of an intellectual product, on the principles of a full cycle of its creation (development - implementation - production - implementation) or participation in any stage of this cycle;
provision of household services.
Suppliers of GC "Vester" are enterprises:
Enterprises of Kaliningrad and the region - LLC "Moloko", LLC "Gusev-Moloko", LLC "First Bakery Plant", LLC "Myasnaya Lavka", LLC "Vichunai Rus", etc.
Foreign enterprises- "Atlanta", "Inter", etc.
The main competitors of the enterprise in the market of the Kaliningrad region are the retail chains X5, LLC Victoria Baltiya, Seventh Continent, Kopeyka.
The main factors of the competitiveness of Vester Group of Companies are:
Ability to work with a perishable assortment of products, which forms 40-45% of the Group's turnover;
Various store formats to meet needs various categories consumers;
Successful functioning in various regional markets;
An effective marketing strategy focused on a group of consumers specific to each format;
Emphasis on the development of the Bomba convenience store and Vester supermarket formats.
The marketing strategy of Trade House "Vester" varies depending on the format of the store:
· For supermarkets "Vester" is a differentiation, a unique complex of goods and services; as well as a balanced range of goods and services at affordable prices;
· For hypermarket "Bomba" is a focused differentiation.
And also for the entire network "Vester" are the same:
regular monitoring of customer preferences;
active use of marketing activities;
· Orientation to consumers with different models of consumer behavior.
2.2 Description of the problem of marketing research and search for ways to solve it. Marketing research plan.
With the approach of the summer season, the management of Vester Group considers it expedient to expand the range of non-alcoholic soft drinks. To launch new assortment lines of soft drinks, it is necessary to conduct a marketing study of the psychographic profile of consumers of an existing range of drinks (Pepsi cola, Lipton Ice tea, Cido, Mirinda, 7up).
The object of the study is the visitors of the Vester supermarket.
The subject of the study is the profile of the buyers of the Vester supermarket, which contains psychographic and demographic variables.
The purpose of the study is to compile a complex profile of the buyers of soft drinks in the Vester supermarket in order to address the issue of introducing a new range of soft drinks.
Research objectives:
1. Conduct a survey of consumers of the Victoria supermarket.
2. Measure psychographic profile variables of energy drink consumers.
4. Carry out cluster analysis.
Research methodology – R-TGI was chosen as the methodology used to conduct the research, because it most accurately reflects the features Russian market consumers.
The data collection method is a personal survey, by asking respondents questions, the answers to which are recorded by the interviewer himself. This is the most appropriate method of data collection for this study, as it allows you to interview a large number of people at a relatively low cost with a fairly high quality of the information received.
The place of the study is the city of Sovetsk, st. Iskra, d. 1, supermarket "Vester". This supermarket is a place of uniform concentration of respondents from different market segments in accordance with the sample profile.
Time of the study: May, 2010
Time division: the survey is conducted in the morning (9.00 - 12.00), afternoon (13.00 - 16.00) and evening (16.30 - 21.00) time, as consumers often have different preferences at different times of the day.
Sample Size – A sample size of 500 people will be used in this study.
2.3 Carrying out a marketing research of the psychographic profile of consumers of energy drinks in the Victoria supermarket.
To conduct the study by means of a personal survey, a data collection form (questionnaire) was developed. A sample questionnaire is shown in Figure 4.
This questionnaire contains a block of psychographic questions to determine the behavioral types of buyers: innovators, early adopters, late adopters and conservatives. The questions used in the questionnaire are a set of affirmative statements. The respondent should indicate the degree of their agreement with this statement on a Likert scale (“strongly agree”, “rather agree”, “rather disagree”, “strongly disagree”).
For each of the 4 answer options, the respondent can get 3, 2, 1 or 0 points (the highest score was for a vivid manifestation of innovation). Evaluation of respondents' answers to psychographic questions is presented in Table 2.1.
Table 2.1
Evaluation of different responses of respondents
| question number |
Question wording |
Choice Score (ki) |
|||
| I completely agree |
rather agree |
rather disagree |
totally disagree |
||
| I do not like to take risks and try other brands of drinks, because I am afraid of being disappointed in them |
|||||
Further, all statements were ranked in order of importance to determine the respondent's purchasing behavior (rank 1 was assigned to the statement that most clearly characterizes the type of purchasing behavior, rank 10 is the least clear). In accordance with these ranks, each statement is assigned an additional significance factor. (Ranking and evaluation of questions in terms of importance are presented in Table 2.2).
Table 2.2
Ranking and evaluation of questions in terms of importance
| Question wording |
Question Rank |
Question Significance Coefficient (wi) |
|
| I drink the same taste of the drink all the time |
|||
| I would like a drink new brand if one of my friends recommended it to me |
|||
| I would try a new brand of drink if the store clerk recommended it. |
|||
| I would try a new brand of drink if I saw an advertisement for this drink in the media |
|||
| I am able to buy a new, unknown brand of drink just by seeing it on sale |
|||
| I will continue to drink my favorite brand of drink, even if others have a negative attitude towards it |
|||
| If there is no drink of the brand I need on sale, I will buy a drink of another brand |
|||
| I do not like to take risks by trying other brands of drinks, because I am afraid of being disappointed in them |
|||
| I tend to try different brands and flavors of drinks to find the best one for me. |
|||
| In a restaurant / cafe I constantly order the same dish, because I know for sure that I like it |
The final score of the respondent's answers to all 10 psychographic questions was calculated using the formula:
I = ∑ ki * wi
where i is the question number, ki is the respondent's answer score in i-th question, and wi is the coefficient of significance of the i-th question.
According to final assessment responses I respondent fell into one of four intervals: from 3 to 2.5 points (innovator), from 2.4 to 1.4 (early majority), from 1.4 to 0.4 (late majority) or from 0, 3 to 0 (conservatives). The intervals for determining the type of purchasing behavior of the respondents are discussed in Table 2.3.
Table 2.3
Intervals for assessing the type of purchasing behavior of respondents
As a result of the study, the R-TGI method determined the types of consumer behavior for each of the brands of soft drinks selected for analysis (Pepsi Cola, Lipton Ice tea, Cido, Mirinda, 7up). The data are summarized in Table 2.4.
Table 2.4
Distribution of types of purchasing behavior among consumers of energy drinks of various brands
1. Let's bring Table 2.4 to a form convenient for calculations, replacing the brands of drinks with the letters X1, X2, etc., and the types of consumer behavior with numbers from 1 to 4 in the same way.
Let's calculate:
average for each brand (Xi) according to the formula:
where n is the number of types of purchasing behavior.
Standard deviation (σi) according to the formula:
σi = ∑(Xi – Х)/n
Consider the resulting table with calculations in Figure 2.5.
Table 2.5
Initial data for analysis
The data in the resulting table is normalized, i.e., measured on the same scale, so there is no need to normalize the data.
2. Carry out segmentation using a hierarchical conglomerate cluster analysis. Let's summarize the results obtained earlier in the matrix of initial data (Table 2.5).
Table 2.5
Matrix with initial data
5. From the transposed matrix, calculate the matrix of Euclidean distances (matrix of similarity measures) between objects (D) using the formula:
Dij = ∑ (Zij – Zik)²
Let's enter the obtained results into the matrix of Euclidean distances (Table 2.7).
Table 2.7
Euclidean distance matrix
Using the resulting matrix, we find a pair of objects closest to each other: the closest objects are N4 and N2. Let's combine them into a cluster S4 (N4;N2).
Let's recalculate the distances between the objects and the S4 cluster using the "far neighbor" method and form a new matrix of Euclidean distances (Table 2.8).
Table 2.8
Euclidean distance matrix
According to Table 2.9, the closest objects are N5 and cluster S4, since the distance between them is minimal and equals 107.2. Let's attach the object N5 to the cluster S4 and recalculate the Euclidean distances between the objects and the cluster S4 (Table 2.10).
Table 2.10
Euclidean distance matrix
According to Table 2.10, the closest objects are N3 and cluster S4, since the distance between them is minimal and equal to 108.1.
The table shows that as a result of clustering we have one cluster
S4 (n1, n2, n3, n5).
The clustering results are presented graphically in the form of a dendrogram in Figure 5.
Rice. 5. Dendrogram of object clustering
The dendrogram clearly illustrates the step-by-step process of clustering, displaying objects on the horizontal axis, and on the horizontal axis - the distances at which the objects were combined into clusters.
Based on the clustering results, it can be seen that the S4 cluster is completely homogeneous and consists of consumers belonging to the type of consumer behavior - the early majority. The early majority are those consumers who are fully considering the decision to purchase a new product, but adopt the novelty earlier than the main part of the target population. Status - average and above average; waiting for the reaction of fast accepters before making a decision themselves; a large gap between the trial purchase phase and the adoption of the product. Most are media oriented as well, but they also look to salespeople and their group and are heavily influenced by opinion leaders.
Based on the information obtained in the course of the analysis, we conclude that the management of the Vester Group of Companies should make a decision to expand the range of soft drinks by the summer season, since consumers of this product belong to the type of consumer behavior - the early majority, which says that these people have a positive attitude towards innovation. In other words, demand for the new range of beverages will be positive.
CONCLUSION
Having considered the theoretical foundations of marketing research of the psychographic profile of consumers and having studied the methods of market segmentation based on psychographic types, we can conclude that psychographic analysis is the most relevant today, because it gives the most complete description of consumers who, when choosing a product (service) ) are guided precisely by psychographic criteria (life style, motives, emotions).
In connection with the changing lifestyle of consumers, researchers have to constantly worry about updating and improving scientific methods and marketing strategies. Some of the most successful advertisers owe their success to the fact that their marketers track the lifestyle trends of their target consumers and reflect them in their messages.
Psychographics is one of the most common lifestyle measurement techniques. It can be used to obtain quantitative observations, moreover, on the space of an entire segment by applying the AIO model.
Life style is a constituent criterion of psychographic analysis, which, in turn, is the main and most effective sign market segmentation.
There are many life style classification methods, and they are developed mainly on a regional basis, since the lifestyle of regions, such as the USA, Europe, Russia, differ in general and have many individual characteristics.
The ancestor of the methods was the VALS model, which served as a platform for creating improved models, such as VALS-2, including special models for the Russian market - RULS, R-TGI.
Regarding Russian companies, the method of studying styles is not a priority for them. For work, only demographic statistics are used, which are often collected by non-professionals and are not effective. Marketing in general is a new direction for Russia, therefore, there is certainly a trend towards development. Lifestyle classification models have been in active use for a little over a decade. Their modification, distribution and reduction to simplicity will allow the development of a promising direction in the study of consumer behavior styles.
Western companies have long been using the study of the psychographic characteristics of their consumers, which helps them not only to understand what kind of consumer they really are, what they need at this stage of life from the manufacturer, but also to consider behavioral trends, which helps them successfully and timely change the product in the future.
Of course, the methodology and typology require further development, both in general and in each country.
List of used literature
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5. Lambin Jacques-Jacques. Market oriented management. - St. Petersburg: Peter, 2004.
6. Marketing research and reports - a lifestyle of the middle class. - http://www.middleclass.ru.
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15. VALS/Types/Thinkers. - http://www.sric-bi.com/VALS/thinkers.shtml
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In order for the product promotion to be successful, it is necessary to have a clear idea of the nuclear target audience of its consumers, product features and unique brand advantages. Marketing practice uses consumer segmentation based on socio-demographic parameters such as gender, age, education, income, etc.
However, as practice shows, this approach does not take into account the individual psychological characteristics of consumers.
Indeed, among buyers of the same generation and with approximately equal incomes, there are a variety of people who have different approaches to the process of choosing a product and take into account its different characteristics. For a finer segmentation of consumers, a special classification was developed based on priority life values for each individual person.
This classification includes 6 main psychographic personality types:
hedonists
This psychotype appreciates in life, first of all, pleasure in all its manifestations: from food, work, children, family, rest, etc.
This category belongs to the most sensual type of consumers. That is why such words as “love”, “passion”, “taste” are often found in the lexicon of this psychotype.
At the same time, hedonists value money and freedom of choice, as this allows them to get the most out of life. They are prone to spontaneous purchases and feel uncomfortable with financial constraints.
In the life of hedonists, food plays a very significant role.
Hedonists enjoy the process of eating and preparing food. In addition, from its novelty and diversity, from the process of choosing products, as well as from the attributes associated with food.
In addition, hedonists love not only to eat deliciously, but also to cook. Some of them describe themselves as gourmets.
If, due to being busy, hedonists cannot cook, they visit cafes and restaurants with pleasure. Some respondents belonging to this psychotype stated that they have or dream of opening their own restaurant.
Based on the foregoing, it is not difficult to decide on the marketing strategies that are most suitable for hedonists. Considering that this category of consumers strives to arrange a “holiday every day”, loves the process of choosing products, etc., it is very advisable to use all kinds of promotions with gifts for a purchase.
Also, hedonists "peck" at everything bright, spectacularly designed, and therefore advertising media prefer the appropriate ones. They will not pay attention to nondescript "sticky advertising" in the subway and electric trains, while huge billboards in the subway and billboards with large images of food products will certainly attract them.
The same applies to bright massive packaging and colorful labels, for example, on packs of juice or bottles of wine. Videos for hedonists are more suitable with humorous content, from which they can get maximum joy.
And it is most effective to place advertising media near or inside bars and restaurants so adored by hedonists.
Independent
For this consumer category, freedom, self-realization, creativity are the most significant. Representatives of this psychotype strive for independence from circumstances, independence in decision-making. At the same time, independents have extremely strong cognitive activity. They hardly obey and are not capable of routine work. Representatives of this type have the least loyalty to the places of purchase, while they are prone to economical strategies when purchasing food.
In the lives of independent consumers, nutrition plays a very minor role. In general, they are quite unpretentious in nutrition. They perceive the process of eating food as satisfaction of a physiological need. Often eaten once a day in the evenings or at night.
Of the products, they prefer those that do not require a long cooking process. Most of them do not like to cook, and if they do, they try to speed up the process as much as possible, or only when there is a desire.
Independents are inherently innovators, so they often try new things. However, from ready meals always choose fairly simple and traditional.
It is unlikely that this category of consumers will be attracted by advertising of elite cognacs. Their food, for the most part, is ready-made meals, convenience foods, pizza, which they prefer to order to the office. Therefore, it is advisable for them to distribute flyers and booklets of some firms for the production and delivery of ready-made meals.
In the same sense, online advertising is suitable for independents. And, given the tendency of this psychotype to try some new products, it is desirable to create products with original names and catchy packaging.
Philistines
For this psychotype, the house is very important as a symbol of stability, the well-being of the family. The inhabitants are working to provide it. All their goals and desires are objectified and have a monetary equivalent.
In this sense, for this type of consumer, money turns from a means into a value in itself. The thinking of such people is objective and concrete. As a rule, they are focused on an economical shopping strategy.
The townsfolk demonstrate a fairly rational attitude to food, leaving emotions in the background. They perceive food as a kind of daily ritual, as well as the main source of performance.
In the families of the inhabitants, household duties are distributed according to gender, respectively, the wife is usually responsible for buying food and cooking.
Considering that the inhabitants are practically “omnivores”, numerous advertising technologies and media are suitable for them. Since ordinary people spend a lot of time watching TV with their families, commercials will have the most effective impact on them. Preferably, "peaceful", emotional content, but by no means shocking.
Product placement is also very effective.
Since the townsfolk spend a lot of time communicating with relatives, acquaintances and neighbors, the buzz-marketing technology is also very effective for them, that is, advertising based on the word of mouth principle.
intellectuals, traditionalists
For this psychotype, spiritual values prevail over material ones. Representatives of this type of consumers are constantly striving for harmony through self-improvement.
For intellectuals, family relations, mutual understanding with children and spouses, and their education are of particular importance. They are not prone to thoughtless spending of money and spontaneous going beyond the family budget.
Intellectuals do not make a cult out of the process of eating. Rather, it is part of a healthy lifestyle. Obviously, cooking is neither a hobby, nor a recreation, nor a pleasure for them.
It is rather a kind of household duty that does not cause rejection, but does not bring much pleasure either.
Representatives of this psychotype receive satisfaction rather than from the process of cooking, but from the fact that they were able to please the taste preferences of all family members.
Traditionalists often visit cultural institutions, so it is best for them to place advertising media near and inside these institutions. For example, posters on the walls in the lobby of cinemas, or billboards, stretch marks on the square in front of them. As well as for ordinary people, product placement is effective for intellectuals.
Content advertisements should be instructive and decent. It should appeal to emotions, moral principles and patriotic feelings.
Technologies of provocative, and even more so, black PR are unlikely to work here. But promotions in stores or near points of sale can be very effective when it comes to advertising products for children.
Careerists
Representatives of this psychotype are more than others aimed at achieving a certain social status through career growth. The measure of success for pragmatists is power. They are focused on achieving their goal by any means and are not inclined to waste time on things that do not fit into their life plans. This includes going to grocery stores. This function is performed by other family members. Rational careerists perceive food as a natural human need, or as a way to demonstrate their status. And breakfasts, lunches and dinners are treated as a waste of time, or as an occasion for a business meeting. Careerists work very hard and, in order not to waste time and energy on cooking, dine in a restaurant or order food to the office. This circumstance dictates Marketing communications for this psychotype. Orientation should be, first of all, on products of the premium segment (all sorts of delicacies, expensive alcohol), the advertising media of which are best placed in the "congestion places" of careerists. Or near these places. These are banks, restaurants, airports, which are often used by people of high social status. It is also noted that this psychotype trusts aggressive, assertive, like its representatives themselves, advertising. It could be viral marketing, shock PR, frivolous videos or clips based on black humor. In addition, relative to other psychotypes, rational pragmatists have the largest number of customers for customized products.
Imitators or imitators
This is the weakest and most immature personality type, the selection factors of which depend on the influence of external circumstances and people around.
The purpose of the life of imitators is money and the achievement of confidence at the expense of others. Representatives of this psychotype extremely value the communication and support of both friends and family. They are completely dependent on the opinion of stronger personalities. Accordingly, an independent choice of a store and products is not their path. Imitators perceive food as an occasion for communication and, in this regard, are regulars in cafes and restaurants. They tend to follow fashion trends in nutrition and often follow celebrity diets. Marketing techniques that use all kinds of celebrities as “customer bait” are the most effective method promoting products for imitators. Since representatives of this psychotype are conformists by nature and easily believe everything that stronger personalities tell them, buzz-marketing technologies are also very effective.
association game
There are products that are initially aimed at a particular target audience due to their specific features or methods of application. The study of the images of various products that have developed in the minds of typical consumers makes it possible to identify the dominant values of these products. the following value vectors:
prestige, status, success, achievement
comfort, pleasure, refinement of taste
art, history, traditions. Based on this, such a product is most suitable for careerists, hedonists and intellectuals. But vodka, perceived as a traditional Russian drink, is popular with all psychotypes. But they can be associated with a specific vodka brand. The fact is that consumer situations here are already moving into the category of rituals, which indicates a rich symbolic subtext surrounding the image of the forty-degree drink in question. The main communication means here are the name and packaging. The name for vodka may be based on words, concepts and images that should be associated with the values behind the image of the product, the masculine nature of the drink, as well as the motives and situations of its consumption. If we turn to the names of popular brands of vodka, we can distinguish brands that to different psychotypes. "Absolute", "Russian Standard" - prestigious, solid, suitable for a gift, attract primarily careerists and imitators. The main emotional dominant of the image of the Waltz Boston brand is nostalgia and sincerity. In this sense, the target audience of the brand define it as “nostalgic intelligentsia”. The main vector of perception of the Matrix brand is ultra-modernity and technogenicity, some aggressiveness. In this regard, the target audience is, first of all, independents. The analysis of respondents' associations regarding the Gzhelka brand clearly demonstrated that the dominant image of this brand is the reflection of the national character in it. Accordingly, the core of the target audience of the brand is patriotic consumers, who are most among the townsfolk. For hedonists, emotionally colored names and beautiful original packaging (Frost and Sun, Tchaikovsky, Dolgoruky) are attractive. Thus, brand promotion in the grocery market should be based on a clear vision of its consumer, product values and typical situations its consumption. And also - the individuality of the brand image, built with the help of coordinated marketing techniques.
Behavior consumers (8)
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Cheat Sheet >> Marketing... . psychographic segmentation segmentation on psychographic featured signs segmentation Characteristics of segmentation Lifestyle Traditionalists; life-lovers; aesthetes A type ...
Study of the motives for purchasing the company's products and development of recommendations on working with
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Innovative marketing in the promotion of cosmetics
Coursework >> MarketingProduct lines differentiated on types hair, skin, for... based on thorough studying perception consumer innovations. Primary ... target segments Consider segmentation consumers on psychographic sign(Table 4). Lifestyle...
According to statistics, 65% of decisions a person makes under the influence of reasons that are rather indirectly related to logic. Making an impulsive purchase is a process of obvious dominance of desire over reason, an instant decision to buy without comprehending strong and weaknesses goods. Most impulse buying happens:
Under the influence of an instant desire to use (felt the smell of fresh bread - I really wanted to try it);
Under the influence of associations caused by the product itself (I saw beer - I remembered the feeling of slight relaxation - I bought it in order to test it);
The main zone of impulsive shopping is supermarkets and shops for personal daily consumption products (for example, household goods). In order to be included in the range of impulsive goods, a product must have one or more of the following qualities:
1. Be related to pleasure.
2. Be attractive in appearance.
3. Have a small size or imply "divisibility" (possibility of small packaging or small packaging "as a sample").
4. Have maximum demonstration opportunities.
In marketing, the central element of consumption is the purchase; the forces of marketers, economists, managers are thrown to increase the number of purchases in various ways. Traditionally, marketers believe that organizing a purchase is the business of the company, and post-purchase processes are the personal business of the consumer, closed to outsiders. In terms of consumer psychology, this is a controversial thesis. Psychologists also study in detail the use as a behavior that is an external expression of personal qualities.
Consumer types
By scale of consumption There are two types of consumers: consumer-individual and consumer-organization. Consumers-individuals are people who buy or use a product for their own benefit. Consumer-organizations are firms that use the product to carry out their activities (for example, the Department of Psychology is a corporate consumer of textbooks, paper and stationery). It is clear that their behavior patterns will be completely different.
By place in the distribution channel There are intermediary consumers (they are organizations that resell the goods) and final consumers (they are individuals or organizations that directly use the goods).
By type of consumption Consumers can be divided into the following types:
Buyers- individuals or organizations that choose a product and pay for it (type of consumption - purchase).
Users- individuals or organizations actively using the product (type of consumption - use).
Owners- individuals or organizations that have a product, but do not physically use it (type of consumption - possession). This type of consumer can be divided into subtypes. Landlords- persons or organizations that rent out their property. Guardians- persons or organizations that store the goods and do not actively use them. For example, the owners of paintings, luxury goods, as well as grandmothers who keep their inheritance “in a stocking” (the type of consumption is storage).
Recyclers- individuals or organizations utilizing the results of their use of the goods: garbage, obsolete, out of order goods (type of consumption - recycling).
Buyers traditionally divided into 2 types. Customer - a person who is in direct contact with a particular product / service. Customer (in relation to the company) - a person who orders and / or pays for a product / service.
There are many typologies of consumers, which are based on various type-forming features. Most often, socio-demographic characteristics act as type-forming features.
Consider universal typologies of consumers.
Typology has become a classic for American science according to consumption intensity. Depending on the frequency and / or volume of consumption, consumers are divided into three types: heavy (active), medium (moderate), light (inactive consumers).
Everett Rogers' typology of consumers ( E.Rogers, 1962) gained fame among both economists and marketers. It is based on the concept of "diffusion of innovations" - the process of acceptance (adaptation) of innovation by consumers and its distribution in the market. He proposed six stages through which the process of diffusion of innovations passes:
1. Attention.
2. Interest.
3. Evaluation.
4. Verification.
5. Adaptation.
6. Recognition.
It is believed that distribution in a group or society new information or a new product goes through several stages: knowledge about innovation, interest in innovation, evaluation, approbation, decision to recognize innovation.
According to the adaptation time of innovation, E. Rogers divided all consumers into 5 groups:
Innovators (2.5%) are risk-averse, highly educated, use a variety of information sources. They are mobile, have communication outside the local culture, and are able to recognize abstract ideas.
Early masters (early adapters) (13.5%). This is a respectable group, integrated into the local culture and representing leaders in it in opinion, in the social structure (norms, orders, tastes), the status is above average.
The early majority (34%) are hesitant. They embrace new ideas just before the average citizen does; have many informational contacts.
Late majority (34%). These are the skeptics who decide after the average citizen does. For him, the pressure of others is important.
Lag (late adapters) (16%) are traditionalists: they are the last to make a decision and are very suspicious of everything new. Such distribution is important for the promotion of new goods and services, since their introduction is possible only with the help of certain segments of the population, which are more disposed to everything new. Neighbors and friends are the main information sources.
The percentage of types is revealed conditionally and mathematically and has not been verified experimentally. But, nevertheless, this typology is actively used in marketing. The distribution of consumers is described by a normal distribution curve. Moreover, it reflects the shape of the curve of the classical life cycle goods!
The popular typology of Total Research Corporation brings together consumers about product attributes (significant properties):
Table 4
Typology of consumers by preferred product attributes
|
Consumer types |
Preferred Product Features |
|
|
intellectuals |
Goods are very High Quality, exclusive goods |
|
|
conformists |
Dominant product on the market |
|
|
Seeking Popularity |
Fashionable, modern goods |
|
|
pragmatists |
functional goods |
|
|
active |
Good service, "healthy" goods |
|
|
Vacation seekers |
Products that make life easier |
|
|
sentimental |
Simple out-of-fashion items |
McDonald D. psychometric methods identified 6 types of buyers:
Evaluators are interested in finding the best value for money;
Fashionistas - interested in the latest models, focused on their own image;
Loyal - constantly buy products of the same respectable firms, pay attention to both quality and image;
Lovers of variety are fickle, capricious and inconsistent;
Vacation shoppers value the pleasure associated with shopping;
Emotional - often confused, impulsive and unsystematic in their addictions.
Segmentation as a type of consumer typology
Segmentation is a special case of typologies (classifications) of consumers. Segmentation is the division of consumers into types (segments) that have common consumption characteristics according to the studied parameters. There are three levels of segmentation:
Universal (macro) segmentation- consumers are divided into groups that are common for the consumption of all goods;
Commodity (megasegmentation)- consumers are segmented in relation to the consumption of a given product (for example, bread);
Branded (micro-segmentation)- consumers are segmented in relation to the consumption of a given product bought in a particular store, or produced by a particular company (for example, bread from a Kaluga bakery). Thus, universal segmentation is, in its purest form, a more modern and popular synonym for “typology”. Product and brand segmentation are special cases of typology. For example, both a consumer type and a segment are a group of consumers that have the same consumption patterns.
The most commonly used types of segmentation are:
Socio-demographic, or descriptive (by gender, age, social status);
Integrated - according to social classes(higher, middle, working, lower);
By benefits (by levels of benefit from the acquisition of a particular product, reasons for the purchase);
Behavioral - division into segments according to purchase behavior (criteria: user status, level of use of the product, level of loyalty, sensitivity to marketing factors).
Of course, segmentations are good for tracking (monitoring) changing consumption, but they are completely unsuitable for predicting unrealized demand and future demand for innovation.
Each method gives its own results and is used to solve a certain range of problems, while each author has his own methodological preferences. With regard to Russia, an opinion is even expressed [ Krylov] on the self-sufficiency of the income criterion for segmenting the consumer market. However, there are also features that unite all the mentioned approaches. They consider the consumer as part of a market segment, subject to a set of consumption laws given from the outside. At the same time, they are considered as secondary individual characteristics and personal ones, which are fundamentally not reducible to socio-demographic norms, are not taken into account at all.
Psychography as a method of studying consumer groups
Method "psychography" (analogous to "photos") - quantitative, or with the addition of qualitative, research that allows you to identify groups of consumers of a product or group of products based on psychological characteristics (i.e. values, attitudes, attitudes, motives, needs) . This method is otherwise called "psychographic". In other words, psychography is the selection of consumer groups based on psychological characteristics and drawing up psychological portraits of these groups. Segmentations VALS, AIO, PRIZM, etc. are a kind of psychographic typologies.
In the psychography of the consumer, we describe each type based on three groups of characteristics:
a) psychological characteristics of consumer behavior or consumer relations (value, motivational, etc.);
b) social characteristics of the type - age, gender, financial, family characteristics common to representatives of the type;
c) psychological portrait of the type - general psychological characteristics of the type that are not related to consumption (often - based on the Cattell test and other personality tests).
It should be noted that the sociological typologies of consumers in marketing were relevant in the 1950s and 1960s, when marketing was just in its infancy, but now individual and personal consumer characteristics play a decisive role. Awareness of these features leads many researchers to attempt to psychologize marketing concepts. The psychological determinants of consumption include attention, perception, memory, knowledge, values and other phenomena. This is how “psychographic models” arose. The most common consumer typology methods include psychographic models AIO, VALS and VALS-2, LOV, PRIZM, Global Scan.
The AIO model divides consumers into segments according to the following groups of parameters: activities - activities, interests - interests, opinions - opinions. (Here it is necessary to make a clarification: very often the English term activity is translated by the concept of "activity". However, in our opinion, this is fundamentally wrong. The analogue of the concept of "activity" in English language and, accordingly, not in English-speaking psychology. Activity, depending on the context, can mean "activity", "occupation", "behavior", etc., but not "activity").
Model VALS(values & lifestyles - values and lifestyles) is based largely on the theory Maslow's needs. The model divides American consumers into 9 segments, grouped into 3 main groups: need driven (11%), externally driven (67%), and internally driven (22%).
In 1989, SRI introduced a new model - VALS-2. It is more psychological and focused on the activities and interests of people. The assignment of consumers to a particular type is based on their agreement or disagreement with 42 statements. The model divides American society into 8 segments on two grounds. First - behavior orientation(on the principle, on the status, on the action) Second - consumer resources: financial, material, informational, physical and psychological. 8 segments stand out : actualizer, self-actualized, believing, achieving, striving, surviving, experimenter, maker.
Model LOV ( list of values) contain 9 values, which respondents rank in importance: self-realization, excitement, a sense of achievement, self-respect, a sense of belonging, being respected, security, fun and pleasure, warm relationships with others.
Marketers use the most significant value to assign consumers to the appropriate segments. The technique is very effective in combination with demographic data. The method is used to differentiate consumers in three areas: internal focus (values 1, 2, 3, 4, correlation with internality) interpersonal focus (values 8 and 9), external focus (values 5, 6, 7, correlation with externality).
Analysis Model geostyle US residents - PRIZM. Geostyle is a geodemographic model of life style based on the combination of geographic and demographic criteria. The model includes 40 lifestyle types, divided into 12 clusters based on area type criteria, combined with consumer demographics. The names of the types also reflect the nature of their segment: “blue blood classes”, “brains and money”, “agribusiness” and others.
Model of global life styles - GlobalScan.(Developed by the British company BSBW based on 250 values and relationship components of 15,000 consumers in 14 countries.) 5 segments of the global lifestyle have been identified: three-minded, reaching, suppressed, adapters, traditionalists.
These typology methods are much more informative, useful, their use helps to increase sales, but they do not completely solve the problems facing marketing. Questionnaires of 9, 42, 53 items are convenient for interviewing a large number of respondents, but do not give a complete picture of the values, interests, and lifestyles they are aimed at studying. Their main feature is that they segment not consumers, a population, that is, they are indirect. It is implicitly assumed that a certain psychosocial type is characterized by strictly defined consumer behavior. The unambiguity of such a dependence raises reasonable doubts. Our research shows that any person is potentially capable of performing any behavioral act, including consumer behavior.
The logical conclusion of the chain of reasoning in such a situation is usually the thesis about the irrationality of human economic behavior, which states that real behavior, in contrast to the model that is included in the analytical constructions of economics and marketing, is irrational and does not obey patterns, even empirically identified.
In this regard, the most urgent need of consumer psychology today is to find and classify the deep psychological causes of consumer behavior in order to create effective methods of marketing segmentation that complement economic and sociological ones. But often marketers perform this procedure exactly the opposite. So, one of the leading researchers, J.-J. Lambin, offers "needs analysis through market segmentation".
Of the Russian typologies of consumers, it is worth noting the typology of I. Merenkova, one of the first to defend a dissertation on the psychology of consumption in Russia. Merenkova developed a typology of consumers, where 40 sociocultural trends (trends) were identified as the basis. For each trend, their own criteria were developed. Trends are identified: human potential, personality elasticity, blurring the line between the sexes, self-expression, appearance, status, economic security, well-being, development of vitality, taste for risk, need for achievement, strategic opportunism, uncertainty and complexity, cultural mobility, interaction, need in law and leaders, flexibility, polysensitivity, self-conditioning, epicureanism, emotional experience, pleasure, enjoyment of consumption, inclusion in various groups, intraception, collective goals, preference for small group membership, new roots, narrowness, participation in social life, need for social recognition, social justice, fear of violence, integrity, spirituality, everyday life, lack of goals, ecosystem, concern for environment, supernatural.
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