19. Psychographics: Psychological indicators of your customers - PDF & VIDEO
The Three Paradigms of Psychographics - Motivators, Fears, Benefits
This Course requires about two hours of your reading and writing into the downloaded materials... and one hour listening and taking notes in a one hour Video Class.
The second “market graphic” is called psychographics. These are the factors that identify the motivation or reasons why someone wants to buy your product or service. Psychographics define those clients who want what you sell. Psychographic data are less objective and often rely on self-reported information. Often, it has to do with what people like, dislike or personality traits. Examples of psychographic categories are: people who are “in transition”, people with lots of friends, people who are adventurous, like to travel, cook or fish or need money.
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Even though you may have determined your demographic group, as people within that group, you still have people with very different perceptions about the benefits or value of your product and how they will be motivated for different reasons.
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These differences are known as psychographics. To further target your efforts, you've got to determine not only who buys (or will buy) your product, but what makes them want to buy it. Include as much psychographic information as you can dig up, such as what their spending patterns are, whether they are brand conscious when it comes to your product type, what influences their buying behavior, and what promotional efforts they respond to most often, etc.
2017 Business Blueprint For Success CHAPTER 19 PSYCHOGRAPHICS 070717 PDF
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Shawn Jackson