Buyer Behavior - Self Concept and Lifestyle

1. Self-Concept
by : Giovani
&
Lifestyle

2. What is a Self-concept
?

3. Self-concept: the totality of
the individual’s thoughts
and feelings having
reference to him-or herself
as an object

4. Dimensions of Self-Concept
Actual Self Ideal Self
Private
Self
How I see myself How I would like to
see myself
Public (Social)
Self
How others see me How I would like
others to see me

5. Interdependent/Independent
Self-Concepts
Individuals with an
interdependent self-
concept tend to be
• Obedient
• Sociocentric
• Holistic
• Connected, and
• Relation oriented
Individuals with an
independent self-
concept tend to be
• Individualistic
• egocentric
• Autonomous
• Self-Reliant, and
• Self-Contained

6. Ideal
Self
Actual
Self
Need Recognition
What happens when there is a “gap”
between our actual and idea self?

7. Extended
Self
Ideal
Self
Actual
Self
We are motivated to close the gap through our
extended self which includes our possessions

8. Possessions and the
Extended Self

9. Measuring Self-Concept
• To tap into a consumer’s actual and ideal
self you can ask them to self-disclose how
they view themselves (actual) and how
they would like to be (ideal).
– Two caveats:
1. It can be difficult to get full disclosure
2. To get at the ideal self it helps to ask a respondent to
think about the person they most admire and then
answer the questions with that individual in mind

10. A I
A I
A I
I AReporting
of Actual
Self
Reporting
of Ideal
Self
Measuring Self-Concept

11. Measuring Brand Image
• Gaps in reporting of actual and ideal self
represent opportunities for need fulfillment
• Consumer will respond favorably to
products or services that help to improve
or maintain their self-concept
• Products that enhance one’s self-concept
are particularly satisfying

12. The Relationship Between Self-
Concept and Brand Image Influence
Product
Brand
Image
Consumer
Self-
concept
Relationship
Between self-
concept and
brand image
Behavior
Seek products
and brands that
improve/maintain
self-concept
Satisfaction
Purchase
contributes to
desired self-concept
Reinforces self-concept

13. The Nature of Lifestyle

14. Lifestyle is basically how a
person lives. It is how one enacts
his or her self-concept.

15. Lifestyle and the Consumer Process
Lifestyle determinants
• Demographics
• Subculture
• Social class
• Motives
• Personality
• Emotions
• Values
• Household life
cycle
• Culture
• Past experiences
Lifestyle
How we live
l Activities
l Interests
l Like/dislikes
l Attitudes
l Consumption
l Expectations
l Feelings
Impact on behavior
Purchases
l How
l When
l Where
l What
l With whom
Consumption
l Where
l With whom
l How
l When
l What

16. Measurement of Lifestyle
Attempts to develop quantitative measures of lifestyle were initially
referred to as psychographics. Measures include:
• Attitudes
• Values
• Activities and Interests
• Demographics
• Media Patterns
• Usage Rates

17. Porsche Consumer Segments
Top Guns (27%)
Ambitious and driven, this group values
power and control and expects to be
noticed.
Elitists (24%)
These old-family-money “blue-bloods”
don’t see a car as an extension of their
personality. Cars are cars no matter what
the price tag.
Proud Patrons 23%)
This group purchases a car to satisfy
themselves, not to impress others. A car is
a reward for their hard work.
Bon Vivants (17%)
These thrill seekers and “jet-setters” see
cars as enhancing their already existing
lives.
Fantasists (9%)
This group uses their car as an escape, not
as a means to impress others. In fact, they
feel a bit of guilt for owning a Porsche.

18. Three general lifestyle schemes:
1. The VALSTM System
2. The PRIZM System
3. Roper Starch Global Lifestyles

19. The VALSTM System
VALS provides a systematic classification of
U.S. adults into eight distinct consumer
segments.
VALS is based on enduring psychological
characteristics that correlate with purchase
patterns.

20. • SRI Consulting Business Intelligence
• 42 statements of agreement
• Classifies individuals using two
dimensions
– Self Orientation
• Principle oriented
• Status oriented
• Action oriented
– Resources
• Individuals are placed in one of 8 general
psychographic segments

21. VALSTM Framework

22. 1. Ideals Motivation
2. Achievement Motivation
3. Self-Expression Motivation
Three Primary Consumer
Motivations:

23. Underlying Differences Across
VALSTM Motivational Types

24. Geo-Lifestyle Analysis (PRIZM)
The underlying logic:1
• People with similar cultural backgrounds,
means and perspectives naturally gravitate
toward one another.
• They choose to live amongst their peers in
neighborhoods offering …compatible
lifestyles.
• They exhibit shared patterns of consumer
behavior toward products, services, media
and promotions.

25. PRIZM organizes its 66 individual segments into social and
lifestage groups.
Social groupings are based on “urbaniticity.”
The four social groupings are:
Urban Major cities with high population density
Suburban Moderately dens “suburban” areas surrounding
metropolitan area
Second City Smaller, less densely populated cities or satellites to
major cities
Town &
Country
Low-density towns and rural communities
PRIZM Social and Lifestage Groups

26. 12-26
International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide

27. THANK YOU