清華mba系列課件：消費(fèi)行為學(xué)—lec2-文庫吧資料
2025-03-09 12:23本頁面
【正文】 cation, and Occupation ? Ine often bined with other variables for segmentation ? The three variables tend to be correlated Psychological Segmentation ? Motivations ? Personality ? Perceptions ? Learning ? Attitudes AIOs Psychographic (lifestyle) variables that focus on activities, interests, and opinions. Table Excerpts from AIO Inventory 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 . Given my lifestyle, I have more of a shortage of time than money. I like the benefits of the Inter, but I often don’t have the time to take advantage of them. [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] Agree Completely Disagree Completely Table A Hypothetical Psychographic Profile of the TechnoRoadWarrior ?Sends and/or receives 15 or more messages a week ?Regularly visits Web sites to gather information and/or to parison shop ?Often buys personal items via 800 numbers and/or over the Inter ?May trade stocks and/or make travel reservations over the Inter ?Earns $100,000 or more a year Sociocultural Segmentation ? Family Life Cycle ? Social Class ? Culture, Subculture, and CrossCulture Family Life Cycle ?
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