 |  Consumers Eric Arnould,
University of Nebraska
George Zinkhan,
University of Georgia
Linda Price,
University of Nebraska
Lifestyles: Component Consumption Sub-Cultures
Internet Exercises- Some particularly strong product-to-role relationships have led researchers
to speak of "brand tribes" for people who are devoted to
a particular brand, such as clothes by No Fear in the U.S. or by NafNaf or
Clark's in Europe. When the product-to-role relationships are especially strong,
the brands become a defining symbol of a commitment identity-hence the term
"brand tribe." Select three "brand tribes" on the WWW.
What is it about the product(s) and the site design that make it a "brand
tribe?"
- Psychographic techniques divide the total market into segments based on
activities, interests, values, opinions, personality characteristics and attitudes
using various statistical procedures. The term psychographic is often used
interchangeable with AIO measures or statements to describe the activities,
interests and opinions of consumers. To execute a psychological analysis,
prospective or actual members of a market segment are polled using standardized
survey research instruments. These surveys may take the form of warranty cards,
sweepstakes entries, or customer profiles. Locate one type of each survey
(AIO measures) of the three types described on a web site and print it. What
are the different types of information requested on each survey and for what
purpose do you think marketers will use this consumer information?
- Locate three "communities" on the WWW (e.g., iVillage.com). Explain
how each of these impacts consumer lifestyles and consumption sub-cultures
and their unique similarities/differences.
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2002 McGraw-Hill Higher Education