Why (and how) do personalities, self-concepts, and lifestyles influence consumer-related behavior choices? and How can marketers use this type of information?
When it comes to personalities, self-concepts, and lifestyles, there are many things that come into consideration that influence consumer-related behavioral choices. You have to think about the consumers personality, their own self-concepts, and their own lifestyles. Self-Concept is important in forming preferences, attitudes, and buying decisions in the context of consumer behavior. People buy identities, goals, and lifestyles that correspond with their self-concepts, not just items or services.
In my Consumer Behavior class, I utilized Clarita’s PRIZM; a collection of geo-demographic groups created for by the US Clarita’s INC. Clarita’s PRIZM is a general method to to indicate to marketers to use data outside of their consumer files to pinpoint products and services that their best customers are most likely to use, as well as locate their best customers on the ground. Clarita’s PRIZM helps marketers find prospects faster and sell smarter.
My Assessment Results
I wanted to dig a little deeper into Clarita’s PRIZM so I researched and segmented myself into the PRIZM website. After reviewing all the results, the category that most closely matches the lifestyle group segmenting myself was 31 Connected Bohemians. This lifestyle group represents the nation’s most liberal lifestyles. This segment has a mix of tech savvy, young singles, couples and families ranging from students to professionals.
How This Information Would Help Marketers
Reflecting upon what decisions or predictions marketers could make when knowing this type of information are how closely related they are to purchase intent. Knowing my segmentation, marketers can make my shopping experience, or their message/communication to me, targeted to the right audience. Let’s say a marketer is wanting to promote or sell their newest iPhone to me; they would look into these lifestyle segments and have an idea of which category to target. This helps the marketers locate their best customers and pinpoint their segment (me) that are most likely to use their products.