92 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR
keters pay close attention to changing life circumstances—divorce, widowhood,
remarriage—and their effect on consumption behavior.Occupation and Economic Circumstances
Occupation also influences a person’s consumption pattern. A blue-collar worker will
buy work clothes and lunchboxes, while a company president will buy expensive suits
and a country club membership. For this reason, marketers should identify the occupa-
tional groups that are more interested in their products and services, and consider spe-
cializing their products for certain occupations. Software manufacturers, for example,
have developed special programs for lawyers, physicians, and other occupational groups.
In addition, product choice is greatly affected by a consumer’s economic circum-
stances: spendable income (level, stability, and time pattern), savings and assets (includ-
ing the percentage that is liquid), debts, borrowing power, and attitude toward spending
versus saving. Thus, marketers of income-sensitive goods must track trends in personal
income, savings, and interest rates. If a recession is likely, marketers can redesign, repo-
sition, and reprice their products to offer more value to target customers.Lifestyle
People from the same subculture, social class, and occupation may actually lead quite
different lifestyles. A lifestyleis the person’s pattern of living in the world as expressed
in activities, interests, and opinions. Lifestyle portrays the “whole person” interacting
with his or her environment.
Successful marketers search for relationships between their products and
lifestyle groups. For example, a computer manufacturer might find that most com-
puter buyers are achievement-oriented. The marketer may then aim its brand more
clearly at the achiever lifestyle.
Psychographicsis the science of measuring and categorizing consumer lifestyles.
One of the most popular classifications based on psychographic measurements is SRI
International’s Values and Lifestyles (VALS) framework. The VALS 2 system classifies
all U.S. adults into eight groups based on psychological attributes drawn from survey
responses to demographic, attitudinal, and behavioral questions, including questions
about Internet usage.^11 The major tendencies of these groups are:➤ Actualizers:Successful, sophisticated, active, “take-charge” people whose purchases
often reflect cultivated tastes for relatively upscale, niche-oriented products.
➤ Fulfilleds:Mature, satisfied, comfortable, and reflective people who favor durability,
functionality, and value in products.
➤ Achievers:Successful, career- and work-oriented consumers who favor established,
prestige products that demonstrate success.
➤ Experiencers:Young, vital, enthusiastic, impulsive, and rebellious people who spend
much of their income on clothing, fast food, music, movies, and video.
➤ Believers:Conservative, conventional, and traditional people who favor familiar
products and established brands.
➤ Strivers:Uncertain, insecure, approval-seeking, resource constrained consumers who
favor stylish products that emulate the purchases of wealthier people.
➤ Makers:Practical, self-sufficient, traditional, and family-oriented people who favor
products with a practical or functional purpose, such as tools and fishing
equipment.
➤ Strugglers: Elderly, resigned, passive, concerned, and resource-constrained
consumers who are cautious and loyal to favorite brands.