Behavioural and Psychographic Analysis Of Customer Targets

During my lecture in Week 4 of Consumer Behaviour, I learnt about Behavioural and Psychographic Analysis of Customer Targets.

Behavioural and Psychographic analysis of customers targets looks at many areas of the customer buying a product or service. This could be lifestyle, self-image, interests and hobbies, attitudes and opinions, social aspirations, value perceptions, purchasing motives, and buyer behaviour.

For example Topshop will look at their customers and look into why they buy their products using Behavioural and Psychographic analysis. They will be able to see that the people that buy their products are young stylish teenagers who keep up with the latest fashion trends and like to care about their self-image. I shop in Topshop and I would like to feel that I fit within that brand in that way.

Primark customers may be different to Topshop customers and this is because of the Behavioural and Psychographic analysis of their customers. Primark customers are just wanting to look for everyday clothing that's comfortable and is affordable. I tend to go for all the essentials like jackets and tops.

Behavioural Analysis of Target Customers covers Behavioural changes overtime (Including current trends and media coverage) and Behavioural Segentation (Including Benefits, Purchase occasion and behaviour, Usage, Buyer Readiness, Attitudes towards products, media usage and Preferences).

Psychographic Analysis of Target Customers covers Lifestyle Segmentation (which is when you build a picture of a product or service based on demographics alongside activities, interests and opinion variables) and Psychographic Segmentation (This could be people who are drawn to others who share their perspectives and individuals who are influenced by the important others who they associate with).

What do you think of this?