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 c c Porsche Cars North America is an example of a company that uses


psychographics to divide up its consumers. Porsche sells cars costing between $40
and $82 thousand to a demographically homogenous group, consisting of 40-
something male college graduates earning over $200,000 per year. Even with this
information, Porsche¶s sales were slipping. They hired a team of anthropologists to
figure out the psychographic composition of their consumers. What they found
surprised them. They had been marketing to the wrong people in the wrong ways.

After gathering psychographic information on their consumers and


implementing marketing plans tailored to these specific segments, they ended a
seven-year slump and sales rose 48% (Taylor, 1995). The automotive industry, in
general, attempted to divide its consumers into four psychographic segments:
participants, functionalists, ego show-offs, and do-it-yourselfers (Mitchell, 1994).
Porsche consumers were divided into five segments according to their
psychographic characteristics (Taylor, 1995). These groups included:

c Top Guns: Driven, ambitious. Power and control matter. Want to be


noticed.
c Elitists: Old money. A car is just a car, no matter how expensive.
c Proud: Ownership an end in itself earned by hard work, no need to be
noticed.
c on Vivants: Worldly jet setters and thrill seekers. Car heightens the
excitement in their already passionate lives.
c Dantasists: Their car is an escape, uninterested in impressing others, may
feel a little guilty about owning a Porsche (Taylor, 1995).
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³The refinement of raw


automotive power ± The new
911 Turbo.´

Which group was this ad designed to appeal to? Why?


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Which group was this ad designed to appeal to? Why?

The first Porsche advertisement might appeal to the ³bon vivants´ psychographic
group. The Porsche is being sold because of the fact that it is fast and exciting.
This would most appeal to thrill seeking, passionate, people. It would also appeal
to the ³ego show-offs´ or ³Top Guns´ who want to be noticed and admired.

The second Porsche advertisement positions the Porsche and the Porsche owner as
being stylish, sporty, and hip. This advertisement would most appeal to the driven
and ambitious, or the ³Top Guns.´ They want to be noticed, as the bright yellow
car would indicate, but also have other interests. This advertisement might also
appeal to the ³bon vivants´ psychographic segment or ³participants´ because of the
excitement and love for life the ad depicts.

http://frontpage.wiu.edu/~mfjtd/psychographics.htm

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