Segmentation allows for dividing the market in order to separate groups of consumers sharing similar characteristics. Due to diverse expectations, needs, and requirements, each customer segment constitutes a separate market. Appropriate segmentation enables to tailor the offer to consumer preferences and send customised messages. How to increase sales by means of psychographic segmentation and push notifications?
What is psychographic segmentation?
Psychographic segmentation refers to consumers’ activity, interests, lifestyles, or opinions on brands. Marketing research allows to determine psychological profile of the recipient of a given product. The use of knowledge on consumers’ personality (e.g. in accordance with the Big Five concept) will allow to precisely determine how the brand image is perceived by consumers. Psychographic segmentation is associated with the concept of “brand positioning” – it should create in recipients a specific, desired image that will let the brand be distinguished among competitors. In other words, the strategy gives an opportunity to create and adapt the brand personality to recipient’s psychological profile.
The five-factor personality model (Big Five) comprises five personality traits, i.e. neuroticism, extraversion, openness to experience, agreeableness, and conscientiousness. Personality traits determine shopping behaviour and choices. This is one of the most popular personality concepts. Whereas psychographic segmentation (VALS) consists of eight modules, classified on the basis of personal questionnaire. VALS segmentation is based on consumers’ psychological profiles. Owing to this it is possible to determine the manner of communication with users by choosing appropriate advertising messages.
VALS segmentation – models
Innovators – representatives of this group are confident, they like to experiment and look for new experiences. They are marked by openness to new ideas, technologies and products, especially niche, exclusive, and hard to reach. They have high self-esteem and diverse interests. They can be quite sceptical about the brand and advertising messages. A brand offering products and services should be transparent, while the advertising message should be factual and specific. They are happy to read subject-matter articles that add value to their lives, which is why one of the best forms of communication with Innovators is e.g. articles, infographics, reports distributed via push notifications.
Thinkers – they value peace and order. They are mature and aware of their own needs. Thinkers are usually reflective, satisfied with life and open to new things. They value functional, durable, and high-quality products. They adopt a practical approach to shopping, actively seeking information. The advertising message should show product features and functionality. Thinkers should be provided with information on products or services through tutorial content.
Achievers – are hardworking, goal-oriented, as well as engaged in their career and private life. They appreciate new technologies that make their lives easier. Achievers are active, hence they willingly use devices that help them save time. They are not eager to risk, prefer to maintain the status quo and often choose higher-end products. It is worth communicating with Achievers via mobile devices, because they often shop using them.
Experiencers – unlike Achievers, they like trying new things and are keep on looking for strong sensations. They are young, often impulsive, enthusiastic about the world. They like diversity and all kinds of activities. They search for products that will allow them to express themselves. Experiencers are willing to spend large sums of money on entertainment and fashion. This consumer model likes everything new, so in order to gain their loyalty, it is worth informing them about new products in an online store or current trends (e.g. a new collection of clothing).
Believers – are traditionalists guided by moral code and ideals. They appreciate repetition, routine, and family bonds. Believers choose products of well-known brands that show convergent values. They have a loyal attitude towards the brand and are reluctant to change their habits. Believers should be rewarded for loyalty by being offered extra benefits.
Strivers – these are consumers who like fun and new trends. They need a sense of acceptance from other people and eagerly seek their opinions. Money seems to determine a social position, which is why they prefer high-end products and services, but often financial constraints allow only for purchasing products imitating prestigious ones. Strivers are impulsive consumers. They are happy to take advantage of reductions and discounts on products that interest them. The advertising message should be short, encouraging, and emphasising prestige.
Makers – are sceptical about new ideas. They focus on everyday life and engage in family life. They often have useful, specific skills – they are marked by self-sufficiency. They like functional and practical products and do not live beyond their means. Makers don’t like to overpay and don’t care about buying prestigious goods. They buy only those necessary for life. It is worth communicating with Makers by showing them product functionality and practical aspects.
Survivors – don’t like changes, are careful, and passive. They choose products that are familiar with and have tested. They are very loyal to their favourite brands. They don’t like new products, that is why they usually opt for basic goods. They eagerly use discounts and all kinds of promotions. Advertising messages in the form of push notifications offering promotions and discounts will be appropriate.
Similar to the five-factor personality model (Big Five), the VALS segmentation illustrates consumer motivations and beliefs, giving great opportunities to shape and tailor advertising messages. When knowing preferences and determining consumers’ needs, it is possible to properly position the brand, e.g. according to price, functionality, or unique feature. VALS psychographic segmentation helps to better understand consumers and even more precisely target advertising. With the right approach and providing a consumer with real benefits, attitudes towards the brand can be changed for the better.