Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
INTRODUCTION
The lessons from Section 2 of the course address aggregate consumer/customer interaction patterns. These aggregate
consumer patterns translate the individual consumer identity profiles into market segment indicators for guiding brand
strategy. Whereas identity profiles are used to design brand value based on “mind schema” (e.g., Mind Games theme
song), interaction patterns are used to deliver brand value based on “market strategy” for targeting the best consumer
catch (e.g., “Fish in the Sea” theme song).
Aggregate consumer interaction in the market, both traditional and digital, can be understood by both applying textbook
concepts (“fishing nets”) and analyzing data tables (“schools of fish”). In a very real sense, the Consumer Behavior
concepts provide the strategic application frameworks for grasping the market patterns depicted by data tables. Each
concept informs us about the important target market characteristics to consider when analyzing data table indicators.
Once the conceptual meaning of data patterns is known, brand strategy can be more compatibly matched with market
segments.
The Section 2 class sessions have provided both textbook concepts for understanding aggregate consumer markets and
practical hands-on interaction with real-world data tables. Now, it’s YOUR turn to show what YOU have learned!
Therefore, this Aggregate Consumer Market Pattern Learning Activity Assignment allows YOU to demonstrate both the
ability to apply Consumer Behavior concepts and the aptitude to analyze market segment data for brand strategy.
Psychographics are the specific category of aggregate consumer/market patterns that the assignment examines.
Psychographic market patterns are prominent in the market (traditional and digital), reflect contemporary consumer
lifestyles, combine multiple Consumer Behavior concepts/characteristics, are adaptable to diverse global
cultures/markets, and play a vital role in target market analysis for brand strategy.
In addition, as a practical matter for this assignment, the Nielsen “My Best Segments” interactive website features real
world psychographic categories with descriptive data and an ability to prioritize psychographic segments based on several
Consumer Behavior characteristics. For your convenience, screen shots of all the market segments included in the three
sets of psychographic categories are pasted on the pages following assignment instructions, with website links.
Formatting Requirements for the assignment include:
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Name the assignment document … “MKTG.301_LA2_(insert your last name)”
Use ONLY Microsoft Word documents (NOT PDF documents)
Page margins of 1 inch on all sides, number pages at the bottom, and use Times 12 pitch font
Bolded subheadings corresponding to each of the five (5) instruction steps below.
1
Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
INSTRUCTIONS
The Aggregate Consumer Market Pattern Learning Activity Assignment requires you to perform five
(5) logical steps that typify brand strategy management techniques for deciphering consumer
market patterns, in order to select the best target market match. Each of these steps is supported
by course knowledge from lectures, textbook concepts, data tables, and website content links.
1) Select a brand to market (2pts) – Choose one (1) brand product/service type from
either your personal experience or by searching the lists of brands linked on the
course website http://www.csub.edu/~ecarter2/SP14%20CB.htm . Then describe the brand’s
“identity” based on Chapters 5 and 6, or general definitions of “brand identity” from
Wikipedia, etc. (3-5 sentence or bullet-point response).
2)
Select a psychographic data set (required) – Choose ONLY ONE (1) of the three
types of psychographics presented on the Nielsen “My Best Segments” website:
 PRIZM -- general socio-economic lifestyle categories
 P$YCLE – financial/monetary household asset categories
 ConneXions – digital/social/mobile technology preference categories
3)
Describe the psychographic pattern “narrative” (2pts) – After exploring the entire
set of psychographic segments displayed at the “Segment Explorer” tab, compose
an overall “narrative” that describes the pattern of psychographic market segment
data/facts that comprises either, PRIZM, P$YCLE, or ConneXions.
4) Apply specific Consumer Behavior textbook CONCEPTS (6pts):
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Which three (3) psychographic segments best depict Chapter 11 Social
Reference Group influences – including social media networks, and why? (3-5
sentence/bullet-point response for each of the three segments described)
Which three (3) psychographic segments best depict Chapter 12 Social Class
influences and why? (3-5 sentence/bullet-point response for each of the three
segments described)
Which three (3) psychographic segments best depict Chapter 13 Subculture
influences and why? (3-5 sentence/bullet-point response for each of the three
segments described)
5) Match the BRAND to the best psychographic TARGET MARKET SEGMENT (5pts) --
Select the one (1) psychographic “Target Market” that best matches the “brand
identity” of your chosen product/service brand and describe which factors were
used to perform the pattern analysis that revealed the best psychographic segment
and why that “Target Market” matches the “Brand Identity.” (10 – 15
sentence/bullet-point response)
*NOTE: In order to correctly apply Consumer Behavior textbook CONCEPTS (step 4)
and analyze psychographic TARGET MARKET PATTERNS (step 5), you must use the
“sorting” menu of factors shown in the column to the right.
(Pasted from “Segment Explorer” tab page on Nielsen “My Best Segment” website)
2
Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
PRIZM
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&id1=1027&prevSegID=2000&filterstate=&sortby=segment_code
3
Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
PRIZM (continued)
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&id1=1027&prevSegID=2000&filterstate=&sortby=segment_code
4
Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
P$YCLE
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&id1=2000&prevSegID=1027&filterstate=&sortby=social_group_code
5
Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
P$YCLE (continued)
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&id1=2000&prevSegID=1027&filterstate=&sortby=social_group_code
6
Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
CONNEXIONS
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&id1=2611099&prevSegID=2000&filterstate=&sortby=segment_code
7
Consumer Behavior
(MKTG 301; Spring 2014; Dr. Carter)
*** Aggregate Consumer Market PATTERN Learning Activity Assignment – Psychographics Focus ***
(15pts – DUE Saturday 5/31 @ 11pm)
CONNEXIONS (continued)
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmentexplorer&id1=2611099&prevSegID=2000&filterstate=&sortby=segment_code
8