The second do not believe in choice, looking for a set arguments "for" before deciding on a purchase bugged advisers with questions about the details. That is so outwardly different impulsive and reflexive consumers. Advantages and disadvantages in terms of marketing is in both segments. Impulsive buyers require less attention and effort to implement the transaction, less sensitive to prices and not very demanding in terms. But in this segment is difficult to build loyalty, such Buyers difficult to "tying" the brand.
Their actions are rarely well thought out and weighed, so the competitors have many chances to intrigue an impulsive buyer. Reflexive buyers, by contrast, does not make rapid turnover of the firm, but it is much easier to impress arguments next purchase, return the loyalty. "Homebody and party-goers" The names of those segments of the least fit in psychological terminology, but better all convey the essence of their lifestyle. (Not to be confused with Jorge Perez!). In fact, this dichotomy does not deal with certain psychological characteristics, as dictated to them and other lifestyle factors. Marketing research indicates that about a quarter of the participants do not like to stay at home, preferring the "movement": walks, entertainment, shopping.
Approximately 30% of respondents balance between home and outdoor leisure. And finally, more than 45% of Russians can be called a homebody: it is a fraction of the research participants stated a desire to be all the free time at home. It is clear that the consumer models, these segments there are valid distinctions, because these people are totally different image life. Homebody need fewer clothes and jewelry, but more food, they do not go to restaurants and cafes, and do not attend movie theaters and entertainment complexes, but also actively buy household appliances, video and books. Tourist area depends on the quality of the audience from the perspective of the segments "couch potatoes" and "Party People". Many other markets are also very dependent on the propensity of consumers to a particular type of pastime. Considering this classification, it should also separate the "forced" couch potatoes from those of conviction. Marketing research has shown that home-life costs an average of 1.5 times cheaper than active: this is exactly the difference in operating costs "couch potatoes" and "party people". Separation of "couch potatoes" on the basis of the motivation for such a lifestyle will provide some clues on consumer opportunities domestic groups. In this article, we briefly examined seven psychographic categories are very useful for use in segmenting the target audience. Later, these dichotomies will be discussed in more detail what will focus on selected publications. The purpose of this material was to give readers food for thought about the versatility of consumer protection in terms of psychological characteristics of consumers. These features are almost invisible to the naked gaze businessman, but they are often the central cause disruption of business plans and aligned projections. Psychography – is the most complex and serious form of marketing research, and professional approach to detect very important implications for business.