This video explains how a consumer's activities, interests, and opinions, as well as deep-seated core values influence many product decisions so marketers need to measure and track these carefully.
- A lifestyle describes how a person chooses…to spend his time and money.…These choices are crucial for marketers to understand.…Especially since just knowing your customers demographics…like gender, income and age, don't tell you the full story.…Two 40 year old women who both make $100,000 a year…don't necessarily overlap at all…when we look at how they spend their time and money.…
We get a clearer picture of how people use products…to define lifestyles when we see how they make choices…in a variety of product categories.…And we do that by looking at their patterns of behavior.…So an important part of lifestyle marketing…is to identify the set of products and services…that consumers associate with a specific lifestyle.…It's not any one choice that defines your customers,…but rather the set of products, activities and beliefs…they exhibit that allow you to paint a complete picture…of just who these people are.…
The meshing of objects from many different categories…to express a single lifestyle ideal is at the heart…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior