Self-Concept and Lifestyle

Sanjeev Varshney

What is a Self-concept?
Self-concept: the totality of the
individuals thoughts and feelings
having reference to him-or herself as
an object
Self-concept can be divided into four
basic parts

Dimensions of a Consumers SelfConcept

Exercise
How does a tattoo
affect ones self-conce
pt and become part of
ones extended self?
Will one or multiple
visible tattoos become
the norm for younger c
onsumers over the nex
t 10 years?

Exercise

Can you describe the

personality of these
two girls

Extended Self
Self + Possessions

Think of products that explain your self.

Identify one single product in your
possession which you feel contribute to
yours self concept and has become part of
your extended self.

Interaction of Self-Concept
and Brand Image

Measurement of Self Concept

Rate your own actual self concept (A)
Rate your desired self concept (D)
Rate the Brand concept of Garnier Mens
products
Rate the person concept of John Abraham
Assess the consistency of these four
concepts

Life Style
How a Person Lives or how one enacts
his or her self concept
Determined by:

Past experiences
Innate experiences
Current situation

Lifestyle and the Consumption

Process

Measurement of Lifestyle
Lifestyle Studies

Can be used as a general

measure, but most
commonly used to measure
a specific product or activity.

Attitudes
Values
General lifestyles can be
Activities and Interests
used to discover new
Demographics
product opportunities.
Media Patterns
Specific lifestyle analysis
Usage Rates
may help reposition existing
brands.

Cosmetic Life Style Segments of

UK women

The Vals System

SRI Consulting Business Intelligence
42 statements of agreement
Classifies individuals using two dimensions
Self Orientation
Principle oriented
Status oriented
Action oriented
Resources
Individuals are placed in one of 8 general
psychographic segments

VALS
Lifestyle
System

Demographics of the VALS

Segments
Actualizer

Fulfilled Believer Achiever Striver

Experiencer

Maker

Struggler Total

VALS Segment Ownership and

Activities
Total Actualizer

Fulfilled

Believer Achiever

Striver

Experiencer

Maker

Struggler

Product Possession Analysis/Life

Style analysis
This will help you in identifying possible
market segments in absence of
psychological and behavioral data
Better than demographic profiling
Becomes a basis to run marketing
campaigns and launch schemes
Provides an input for better consumer
understanding and range selling at store
Level

Yankelovichs MONITOR MindBase

Considers the individuals position on a set of core
values with his or her life cycle stage
Values identified include:
Materialism
Technology orientation
Family values
Conservatism
Cynicism versus optimism
Social Interaction
Activity level
Grouped into 8 high-level segments

Consumption Differences across

MindBase Segments

Geo-Demographic Analysis
(PRIZM)
Based on the premise that lifestyle,
and thus consumption, is largely
driven by demographic factors
Analyzes geographic regions
Every neighborhood in the U.S. can
be profiled
Total of 62 lifestyle clusters

International Lifestyles: GLOBAL

SCAN

GLOBAL SCAN
Segment Sizes across Countries

Assignment
Each group should carry out Interview with
minimum of 5-10 young consumers (Age 14-25)
and identify Lifestyle patterns
Share these findings with the batch by 13th July
evening
Lets identify consumer segments based on
these findings. Each group should do this based
on information provided by all the groups
Each group should mail their findings to me 14 th
July
We will have discussion on this in next class

How to Carry out life style analysis

Profile the customer on Activities, Interests, Hobbies, media
habits, value system etc.
Once done clean data (drop respondents with insufficient data)
Code
Either use answer tree or identify the factor dividing consumers
into two large groups
Now look for second variable which can divide the consumers
into further groups
Continue this exercise till you reach a stage where further
division will not add value and the group becomes small
enough to be distinctly recognized.
Now define each group