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MKT 120 - Principles of Marketing: Customer Psychographics

What is Psychographics?

Psychographics- are any attributes relating to personality, values, attitudes, interests, or lifestyles of people. 

  1. What type of media do they consume?
  2. What are their beliefs?  Is this how they see themselves?  How they want to be perceived? 
  3. Why do you believe they are the type to buy your product?  Can you prove it? 

Questions you should answer within your business plan:

  1. Who is your customer - provide a specific description (summarize the information above that describes your ideal customer)
  2. How many potential customers are there in your target area?
  3. How are these customers currently being served?
    • What is the unmet need and how will you meet it?
    • Think about how you will win the customers currently being served by others?

Political Preferences

The Pew Research Center  is a good source for some of this material. From their site: “We are best known for regular national surveys that measure public attentiveness to major news stories, and for our polling that charts trends in values and fundamental political and social attitudes.”

 

Find Psychographic Info in Library Research Databases

Library databases are available 24/7 for Alamance Community College students, staff and faculty with an Internet connection. 

Databases particularly helpful with psychographic research:

Possible Search Terms

Market segmentation
Marketing
Market*
Consumer behavior
Target markets
Consumer behavior
Purchasing power
Consumer spending

AND/OR

Age groups
Generation X
Generation Y
Generation Z
Generations

AND/OR

Social system*   
Psychographic*
Demographic*
Demographic Aspects
Lifestyle*
Culture

*include the "*" in your term; this denotes a wildcard (for example Market* will bring up searches with all of the following words in them: Market, Markets, Marketing--anything that begins with 'market')

Opinion Polling