Comportements des consommateurs Cours 3: L’approche psychographique

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1 Comportements des consommateurs Cours 3: L’approche psychographique
Jacques Nantel Ph.D. winter 1995

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7 Valeurs et psychographie: plusieurs systèmes
Vals (USA) PMB (Canada)

8 Un exemple d’approche psychographique

9 VALS: Values and lifestyles http://future.sri.com/vals/valsindex.html
action principles status

10 Self-Orientation People pursue and acquire products, services, amd experiences that provide satisfaction and give shape, substance, and character to their identities. They are motivated by one of three powerful self-orientations: principle, status, and action. Principle-oriented consumers are guided in their choices by abstract, idealized criteria, rather than by feelings, events, or desire for approval and opinions of others. Status-oriented consumers look for products and services that demonstrate the consumers' success to their peers. Action-oriented consumers are guided by a desire for social or physical activity, variety, and risk taking.

11 Resources Resources refer to the full range of psychological, physical, demographic, and material means and capacities people have to draw upon. It encompasses education, income, self-confidence, health, eagerness to buy things, intelligence, and energy level. It is a continuum from minimal to abundant. Resources generally increase from adolescence through middle age but decrease with extreme age, depression, financial reverse, and physical or psychological impairment.

12 PMB: Print Measurement Bureau http://www.pmb.ca/frame.html

13 L’approche psychographique de PMB

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16 Psychographie et bénéfices recherchés