Cultural Psychological Segmentation

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Cross Cultural Psychological Segmentation
1. Cross-cultural advertising is a responsible effort to borrow those cultural ways seen as helpful for the better solution to a society’s particular problem.

2. It Cross-cultural advertising is a responsible effort to borrow those cultural ways seen as helpful for the better solution to a society’s particular problem.

3. The basic elements of culture that define the behavior of buyers are their lifestyles, attitudes, gender, perceptions, habits, behaviors, wants and needs.

4. The social factors responsible are – reference groups, family, social roles and statuses.

Primary groups can be classified as family, friends, neighbors and co-workers.

Secondary groups can be religious, professional, trade union.

In Cross cultural psychological segmentation, buyers are divided into different groups on the basis of psychological and personal traits, lifestyles, or values.

People within the same demographic group can exhibit very different psychological profiles.

Values and lifestyles significantly affect the product and brand choices of customers.

Religion has significant influence on values and lifestyles.

There are two types of knowledge,

Factual knowledge
Interpretative knowledge
within the context of the culture.

In cross cultural psychological segmentation, customers are divided into 2 major groups, they are higher resource groups and lower resource groups.

The major tendencies of the four groups with higher resource are:

Innovators
Thinkers
Achievers
Experiencers


The major tendencies of the four groups with lower resources are:

Believers
Strivers
Makers
Survivors
 
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