Page 112 - DMGT408DMGT203_Marketing Management

Unit 5: Designing a Customer-driven Strategy .......

mask the lack of enough rewards from their work and family, and to conceal this, they Notes
attempt to appear stylish. They try to emulate those with higher incomes and possessions,
generally beyond their reach. Strivers are active consumers, shopping to them is both a
social activity and an opportunity to show their peers their ability to buy. They read less
but prefer to watch television.
6. Survivors (formerly strugglers): They have narrow interests; their aspirations and actions
are constrained by low level of resources. Strivers are comfortable with the familiar and
are basically concerned with safety and security. They are ill-educated, with strong social
bonds, low-skilled, and are poor. They feel powerless and unable to have any impact or
influence on events and feel the world is changing too quickly. As consumers they show
the strongest brand loyalties, especially if they can purchase them at a discount. They are
cautious consumers and represent only a modest market. They watch a lot of television,
read women’s magazines and tabloids.

7. Experiencers: They are young, full of vitality, enthusiastic, impulsive and rebellious and
motivated by self-expression. They are avid consumers and spend, high proportion of
their income on fashion, entertainment and socialising. Their desire is to feel good and
having “cool” stuff. They are college-educated and much of their income is disposable.
They have an abstract disregard for conformity and authority. Experiencers seek excitement
and variety in their lives and like to take risks. Their patterns of values and behaviour are
in the process of being formulated. They are fond of outdoor recreation, sports and social
activities. They spend heavily on clothing, music and fast food.
8. Makers: Their motivation is self-expression. They like to be self-sufficient, have sufficient
income and skills to accomplish their desired goals. Makers are energetic, like to experience
the world, build a house, have families, raise children, and have sufficient skills backed
with income to accomplish their projects. They are practical people and have constructive
skills and energy to carry out their projects successfully. Their outlook is conservative,
they are suspicious of new ideas, respect government and authority, but resent any intrusion
on their rights. They are not impressed with others’ wealth and possessions.

For several reasons, psychographic segmentation variables are used on a limited scale.
To accurately measure psychographic variables is rather difficult compared to other types of
segmentation bases. The relationships between psychographic variables and consumer needs
are often difficult to document. Also, certain psychographic segments may not be reachable. For
example, it may be difficult to reach introverted people at reasonable cost.

5.2.4 Behaviouristic Segmentation

Dividing the market on the basis of such variables as use occasion, benefits sought, user status,
usage rate, loyalty status, buyer readiness stage and attitude is termed as behaviouristic
segmentation.

Buyers can be identified according to the use occasion when they develop a need and purchase
or use a product.

Example: Archies greeting cards are used on many different occasions.
User status, such as non-users, potential users, or first time users can be used to segment the
market. Markets can also be segmented into light, medium or heavy users of a product. Brand
loyalty of varying degrees can be present among different groups of consumers and may become
the basis to segment the market. There are consumers who are very loyal to cigarette brands,
beer and even toothpaste. Markets may also be divided by considering level of product awareness

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