Springfield RiverHawks

Psychographic Breakdown

 

Psychographic - market research or statistics classifying population groups according to psychological variables (as attitudes, values, or fears); also : variables or trends identified through research.

http://www.merriam-webster.com/dictionary/psychographics

 

Social Class:

The social class in which consumers are grouped will dictate, in general, the products and services they buy. Moreover, each social class has their own preference when purchasing, cars, boats, clothes, education, homes,etc… Below we broke down social classes into three categories and six total types of social classes.

 

Top-Upper Class:

This group represents the "social" elite. Their wealth is generally passed down through the generations and their family background is, in many cases, well known. In general, they buy the top notch jewelry, homes, vacations, status symbols.

 

Bottom-Upper Class:

This class usually begins life in the middle class and earns their wealth in professions or businesses. The products which they normally purchase are expensive homes, automobiles, education for their children, jewelry, swimming pools, and other merchandise that represents status.

 

Top-Middle Class:

This class is not considered highly wealthy nor possess an overwhelmingly high family status. They do, however, live extremely "comfortable" and enjoy fine homes, clothes, furniture, wines, appliances, etc. This class focuses much of their attention on careers as corporate managers, successful business owners, and other professional positions.

 

Bottom-Middle Class:

Bottom-Middles are usually "white collar" (office workers and small business owners) "gray collar" (mailmen, etc.), and certain "blue collar" workers (electricians, plumbers, foremen).

This class is said to conform to norms and standards set by society and rarely deviates from what is expected. Their conventional homes are of great importance to them and they feel the need to keep them neat and tidy. They buy standard household goods, furniture and clothing that is traditional and tidy.

 

Top-Lower Class:

This class represents all other "blue collar" workers including skilled and semi-skilled factory workers. They generally seek respect, protect their possessions, and search for security. The top-lower male usually drinks beer, likes watching sports, and enjoys the outdoors. The top-lower female usually holds part or full time positions to provide extra income for the family.

 

 

Bottom-Lower Class:

This class usually consists of poorly educated, unskilled workers. They are frequently unemployed and require some sort of public assistance. Their purchases are generally more spontaneous and brought on credit. Their housing is, for the most part, below standard.

 

Lifestyle:

A second Psychographic variable that you should be aware of is the end consumer's life style. A female undergarment manufacturer may sell two types of underwear; one designed for the "active lifestyle" and another designed for the "in-active". In this case, the manufacturer, upon conducting research, discovered that many active people require an undergarment to accommodate their lifestyle. The lifestyle of your end consumers will determine whether or not they buy your product or service.

 

Personality:

End consumer's personalities may affect the purchase of your product or service. Many companies try to develop a personality for their product that compares to the personality of a large segment of the market (IE their target market). Such product personalities are communicated to end consumers through promotional campaigns. Many brands of perfumes/colognes, cigarettes, alcoholic beverages, cars, and even computers have been given personalities similar to target markets in order to stimulate sales.

http://www.businessplanhut.com/what-are-psychographic-variables