Demographics, Psychographics, and Personality

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Why is it important for companies to understand
consumer motivation?
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Consumer Decision Model
MARKETING STRATEGY

• INDIVIDUAL
• DIFFERENCES
• Motivation
• Personality
• Information
• Processing
• Perception
• 4. Learning Process
• 5. Knowledge
• 6. Attitude

DECISION PROCESS Problem Identification Informa
tion Search Alternative Evaluation Purchasing
Satisfaction

• ENVIRONMENTAL
• FACTORS
• Culture
• Social-Economy
• Family
• Household
• Reference Group
• Situation

IMPLICATION
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Demographics, Psychographics, and Personality
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Karakteristik Demografi

• Usia
• Agama
• Suku Bangsa
• WNI Keturunan
• Pendapatan
• Jenis Kelamin
• Status Pernikahan
• Jenis Keluarga
• Pekerjaan
• Lokasi
• Jenis Rumah Tangga
• Kelas Sosial

Sumber Sumarwan, hal. 198
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Sample Geodemographic Clusters

• BLUE BLOOD ESTATES
• 0.8 of United States households
• Predominant employment Professional
• Elite super-rich families
• Key education level College grads
• Adult age range 35-44, 45-54, 55-64
• Characteristics Americas wealthiest suburbs are
  populated by established executives,
  professional, and heirs to old money. These
  people are accustomed to privilege and live in
  luxury, often surrounded by servants. A tenth of
  this group are multimillionaires. The next level
  of affluence is a sharp drop from this pinnacle.
  Blue blood estate people belong to a country
  club, own mutual funds (10,000), purchase a car
  phone, watch TV golf, and read business magazines.

6
continued

• MID-CITY MIX
• 1.3 of United States households
• Predominant employment Service, white-collar
• African American Singles and families
• Key educational level High school, some college
• Adult age range 35-54
• Characteristics These individuals and families
  are geographically centered in the Northeast and
  Great Lakes regions. They are above average
  ethnic diversity and a mix of white- and
  blue-collar employment. These rowhouse
  neighborhoods on the urban fringe are two-thirds
  black and have a high incidence of college
  enrollment. They go to pro basketball games,
  have veterans life insurance, eat canned hashes,
  listen to religious/gospel music, and read
  fashion/sports magazines.

7

continued

• GRAY COLLARS
• 2.1 of United States households
• Adult age range 55-64, 65
• Median household income 31,400
• Aging couples in inner suburbs
• Characteristics For nearly two decades, we read
  about the decline of the Great Lakes industrial
  Rust Belt, Decimated by foreign takeovers in
  the steel and automobile industries, the area
  lost a million jobs. Although most of the kids
  left, their highly skilled parents stayed and are
  now benefiting from a major U.S. industrial
  resurgence. They buy 1950s nostalgia, own CDs,
  eat canned cooked hams, listen to radio football,
  and read health/fitness magazines.

8
continued

• YOUNG INFLUENTIALS
• 1.1 of United States households
• Predominant employment Professional,
  white-collar
• Upwardly mobile singles and couples
• Key education level College grads
• Adult age range 24, 25-34
• Characteristics This cluster is dubbed the
  Young Urban Professional. Before getting
  married they were the educated, high-tech,
  metropolitan sophisticates, the swingers and
  childless live-in couples, whose double incomes
  bought the good life in Boomtown U.S.A. They are
  the last of the Yuppies. They go to college
  basketball games, have an American Express card,
  often drink imported beer, listen to progressive
  rock radio, and read style/fashion magazines.

9
continued

• SHOTGUNS AND PICKUPS
• 1.6 of United States households
• Predominant employment Blue-collar, farm
• Rural blue-collar workers and families
• Key education level High school grade school
• Adult age range 35-44, 45-54
• Characteristics The least affluent of the
  Country Families clusters, members of this
  group are found in the Northeast, the Southeast,
  in the Great Lakes and Piedmont industrial
  regions. They lead the Country Families group
  in blue-collar jobs the majority are married
  with school-age children. They are church-goers
  who also enjoy bowling, hunting, sewing, and
  attending auto races, smoke pipe tobacco, have
  medical loss of income insurance, drink Canadian
  whisky, listen to country radio, and read
  hunting/car truck magazines.

Source Courtesy of Claritas Inc. (PRIZM and 62
Cluster nicknames are registered trademarks of
Claritas Inc.). Reprinted by permission.
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Segmen Anak Indonesia
Sumber Sumarwan hal. 201
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Pendidikan Penduduk Berusia gt15 tahun Sensus 2000
- 141,2 juta Orang
Sumarwan hal. 202
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Jumlah Penduduk di Indonesia Sensus 2000
203,456 juta orang
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Personality
Defined Consistent responses to environmental
stimuli (Blackwel) Personality is the set of
unique psychological characteristics that
consistently influences the way a person responds
to situations in the environment (Solomon)
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The Nature of Personality

• Personality reflects individual differences
• Personality is consistent and enduring
• Personality can change

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Personalitys Influence on Behavior
P E R S O N A L I T Y
Behavioral Tendencies
Basic Motives
Personality is expected to moderate the effect
of motives on behavior
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Basic Personality Theories
Individual
Social Influence
Trait Factor
Psycho Analytical
Social Psychological
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Theories of Personality

• Freudian psychoanalytic theory
• Unconscious needs or drives are at the heart of
  human motivation
• Neo-Freudian socio-psychological theory
• Social relationships are fundamental to the
  formation and development of personality
• Trait theory
• Quantitative approach to personality as a set of
  psychological traits

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Freudian Psychoanalytic Theory
ID
Seeks Immediate Gratification
EGO
Controls the IDs impulses to direct behavior in
a socially accepted manner
Super- Ego
An internal representation of norms, rules and
regulations
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A Representation of the Interrelationships among
the Id, Ego, and Superego
ID System 1
EGO System 3
Gratification
SUPEREGO System 2
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Freudian Theory and Product Personality

• Consumer researchers using Freuds personality
  theory see consumer purchases as a reflection and
  extension of the consumers own personality

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Personality
Socio-Psychological Theory
Recognizes interdependence of the individual and
society-- individual strives to meet needs of
society and society helps individual attain
goals Social variables (rather than biological
instinct) are most important in shaping
personality
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Horneys Theory

• Using the context of child-parent relationships,
  individuals can be classified into
• Compliant individuals
• Aggressive individuals
• Detached individuals

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Compliant Personality
The compliant person is one who moves toward
others e.g., one who desires to be loved, wanted,
and appreciated by others.
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Aggressive Personality
The aggressive person is one who moves against
others (e.g., competes with others).
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Detached Personality
The detached person is one who moves away from
others (e.g., who desires independence,
self-sufficiency, and freedom from obligations).
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Trait Theory

• Orientation is primarily quantitative or
  empirical
• Trait theorists concerned with the construction
  of personality tests that enable them to pinpoint
  individual differences

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Individual Personality Theories
Trait - Factors
Enduring distinctions in ones personality are
called traits. Thus, differences between
individuals can be viewed simply as their
differences in traits. Emphasis is on
individual, internal characteristics or traits
and therefore presumes consistent differences
among individuals on those traits that can be
measured ---- The situation is ignored.
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ITA RINI
Gender Usia Pekerjaan Status Wanita 26 Manajer Menikah Wanita 28 Manajer Menikah
Majalah Kendaran Tabungan Credit card Kosmetik Sepatu Makan siang Musik Arloji Jeans Kartini Toyota Kijang Taplus BNI Tidak ada Sari Ayu Groupi McD, Wendys Yuni Shara, Chrisye Seiko Levis, Tira Femina Baleno BCA, Bank Niaga Citibank Visa, Master Christian Dior Etienne Aigner Kafe Elton John Movado Calvin Klein, Guess
Rhenal Kasali, hal. 224
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Lifestyle Concepts
Lifestyle patterns in which people live and
spend time and money Reflects their activities,
interests, and opinions Since lifestyles change
readily, marketers must keep research methods and
marketing strategies current Lifestyles can
affect which goods are sold and how positioned
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Lifestyle Concepts
Psychographics an operational technique to
measure lifestyles Can be used in qualitative
and quantitative research methods Demographics
focus more on who buys products psychographics
focus on why they buy AIO measures activities,
interests, and opinions
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AIO Categories of Lifestyle Studies
Interests
Opinions
Activities
Family Home Job Community Recreation Fashion Food
Media Achievements
Social Issues Politics Themselves Business Economi
cs Education Products Future Culture
Work Hobbies Social Events Vacation Entertainment
Community Shopping Sports Volunteering
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A Portion of an AIO Inventory Used to Identify
Techno-Road-Warriors
Instructions Please read each statement and
place an x in the box that best indicates how
strongly you agree or disagree with the
statement. I feel that my life is moving faster
and faster, sometimes just too fast. If I could
consider the pluses and minuses, technology
has been good for me. I find that I have to pull
myself away from e-mail. Given my lifestyle, I
have more of a shortage of time than money. I
like the benefits of the Internet, but I often
dont have the time to take advantage of
them. I am generally open to considering new
practices and new technology.
Agree Completely
Disagree Completely
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
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A Hypothetical Psychographic Profile of the
Techno-Road-Warrior

• Goes on the Internet 6-plus times a week
• Sends and/or receives 15 or more e-mail messages
  a week
• Regularly visits Web sites to gather information
  and/or to comparison shop
• Often buys personal items via 800 numbers and/or
  over the Internet
• May trade stocks and/or make travel reservations
  over the Internet
• Earns 100,000 or more a year
• Belongs to several rewards programs (for example,
  frequent flyer programs, hotel programs,
  rent-a-car programs)

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Selected Psychographic/Demographic
Characteristics of the PC Magazine Subscriber
DEMOGRAPHICS Percent
PSYCHOGRAPHICS Percent
SEX (BASE 990) Men 86 Women 13
USE A COMPUTER 100 At home 96 At work 89 On
vacation/traveling 46
AGE Under 25 5 25 - 34 18 35 - 44 29 45 -
54 31 55 - 64 12 65 or older 5 Mean age 44.1
SELECTED USE OF COMPUTER Word Processing 96 Connec
t to Internet 86 E-mail 84 For work 80 Accounting/
record keeping 75 Reference 68 Recreation/games 66
35
continued
DEMOGRAPHICS Percent
PSYCHOGRAPHICS Percent
EDUCATION Some college or less 27 Graduate
college 27 Education beyond college
graduate 46
PORTABLE DEVICES USES WHEN TRAVELING ON
BUSINESS Laptop/notebook computer 57 Cellular
phone 47 Beeper or pager 30 Personal Digital
Assistant/ electronic organizer 14
EMPLOYMENT STATUS Employed by someone
else 68 Self-employed 21 Other 11
36
continued
DEMOGRAPHICS Percent
PSYCHOGRAPHICS Percent
OCCUPATION/BUSINESS DEPT. Computer related-
professional 22 Senior or corporate
management 16 Engineering-related
professional 13 Administrative/ manufacturing,
accounting, finance, purchasing,
advertising, marketing, sales 26 Others 23
TRAVEL FOR BUSINESS/PLEASURE Business Travel 5 or
more days per month 31 5 or more nights away
from home per month 17 Pleasure/Vacation
Travel 15 or more days per year 37 Mean number of
days per year 15.5
MEMBER OF FREQUENT FLYER PROGRAMS 90
37
continued
DEMOGRAPHICS Percent
PSYCHOGRAPHICS Percent
INCOME Under 30,000 7 30,000 -
49,999 15 50,000 - 74,999 24 75,000 -
99,999 19 100,000 or more 24 Mean income 87,700
FINANCIAL SERVICES Currently own Mutual
funds 48 Stocks 44 Bonds 24 Life
insurance/annuities 44 Currently use Brokerage
services 36 On-line investment
services 16 Retirement/financial planning 41
PRIMARY RESIDENCE Own 74 Rent 18 Other 3 No
answer 5
38
continued
RESPONSE OF SELECTED CONSUMER PSYCHOGRAPHIC
STATEMENTS Percent
SELECTED SPORTS/ACTIVITES PLAYED/PARTICIPATED IN
PAST YEAR Percent
Research before choose brand of new product
to buy 41 Other people ask my opinion about
which computer products to buy 41 Usually buy
products based on quality, not
price 26 Prefer products that are latest in
new technology 26 Among group I am one of
first to try new product 19
Walking/running/jogging 63 Exercise/fitness/weight
training 44 Bicycling 7 Swimming 37 Golf 27 F
ishing 23 Boating/sailing 19 Skiing 19 Tennis 14
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Continued
HOBBIES/OTHER ACTIVITIES PARTICIPATED IN Percent
Listen to music 77 Reading 61 Going to
movies 60 Surfing the Internet 50 Games-videos on
computer 48 Gardening 32 Going to the
theater 32 Cooking 30 Photography 30 Collecting
stamps/coins 11 Sewing needlecraft 6
Source 1997 Lifestyles Study, PC Magazine
Subscriber Study, Ziff-Davis, Inc., June 1997.
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Values And Lifestyle System
VALS2 captures consumers attitudes and values
by measuring how strongly they agree or disagree
with various phrases Classifications of
self-orientations
Principle oriented make purchases based on their
principles not others Status oriented heavily
influenced by others beliefs, opinions, and
views Action oriented buy to affect environ-ment
and seek activity, variety, and risk
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ACTUALIZERS
High Resources
Action Oriented
Status Oriented
Principle Oriented
FULFILLEDS
ACHIEVERS
EXPERIENCERS
SRI Consultings Values and Lifestyle System
(VALSTM)
BELIEVERS
MAKERS
STRIVERS
STRUGGLERS
Low Resources
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VALSTM 2 Segments and Participation in Selected
Sports
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Size of Each VALSTM Segment as Percent of the
United States Population
VALSTM SEGMENT
PERCENT OF POPULATION
Actualizer
11.7
10.5
Fulfilled
Believer
17.0
Achiever
14.7
Striver
11.8
Experiencer
12.9
Maker
12.0
Struggler
9.5
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8 Segmen Gaya Hidup Masyarakat Perkotaan di
IndonesiaPT Surindo Utama, 1995
Pleasure Seeker High Profile Achievement
The Attention Seekers 17 The Socialites 11 The Anxious 6 The Affluent 15
Pleasure Seekers 20 The Pusher 6 The Loners 10 The Achievers 14
Low Profile
Kasali, hal, 242
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6 Kelompok Segmen Gaya Hidup Susianto, 1993

• Hura-hura
• Hedonis
• Rumahan
• Sportif
• Kebanyakan
• Orang untuk Orang Lain

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• Thank you