Deck 14: Psychographics: Values, Personality, and Lifestyles

Question 1

How are retailers using in-store clinics in their marketing to consumers on the basis of lifestyle?

Answer 1

Retailers are offering walk-in clinic to their shoppers in the following ways:
• The consumers who wait in the line can shop till the clinic signals them through vibrating pager to walk-in.
• The low cost of walk-in clinic is the major reason for its popularity. Consumers pay relatively less amount to offer walk-in clinic's services.
• It works for people with busy lifestyle.
• It saves the waiting time as well as allows the consumer to shop.
• Walk-in clinic offers convenient services as patients could avail the services at any time they want.

Question 2

Explain the differences among global values, terminal values, instrumental values, and domain-specific values.

Answer 2

Value:
The belief that individuals have in deciding as good or bad is termed as "value". The set of total value according to its importance is termed as "value system".
Differences:
• Global value is an individual's core value system. This holds in many situations. For example security, pleasure, achievement etc.
• Global value is again divided into two broad categories: Terminal and Instrumental.
• The end state that is desired by an individual is termed as terminal value and the needed values to achieve these terminal values are termed as instrumental values.
• For example, to achieve social recognition ( terminal value ), an individual needs to be ambitious and capable ( instrumental value ).
• The values that are related to specific areas of activity are termed as domain-specific value. For example, religion and culture are domain specific values.

Question 3

What consumer values are represented by the growth in demand for in-store medical clinics during recent years?

Answer 3

Health Value:
There is a growing concern for health issues in recent times. The delivered services by retail clinics are based on convenience. Consumers make such choices due to the relatively low availability of physicians during weekends.
• This is one of the most important characteristic of western culture where consumer places a high value on health due to self-esteem.
• Health expenditure is a part of consumer behavior in western countries.

Question 4

What are the four main value dimensions along which national cultures can vary?

Question 5

Develop a means-end chain for an in-store medical clinic. What attributes are associated with the values you have identified?

Question 6

How do marketers use means-end chain analysis, the Rokeach Value Survey, and the List of Values?

Question 7

How might personality characteristics such as dogmatism and frugality apply to consumers' interest in and use of in-store medical clinics?

Question 8

What are three personality traits which affect consumer behavior?

Question 9

How does the locus of control affect personality?

Question 10

What are the three components of a consumer's lifestyle?

Question 11

Define psychographics , and discuss its use and potential limitations.