Consumer Behavior Final Ch 11

Top and bottom of pyramid

78% of the world's population is at the bottom of the pyramid

Gini index

a measure of statistical dispersion intended to represent the income distribution of a nation's residents, and is the most commonly used measure of inequality.

AIO variables

activities, interests, and opinions: marketers create profiles of customers who resemble each other in these terms

Social classes

generally to describe the overall rank of people in a society. complex set of variables including income, family background, and occupation

Psychographics

involves the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market and their reasons to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium

Social mobility

passage of individuals from one social class to another (horizontal, downward, upward)

Lifestyle marketing

recognizes that people sort themselves into groups the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income

VALS2

the best known lifestyle segmentation system (The Values and Lifestyles System), uses a battery of 39 items to divide U.S. adults into groups with distinctive characteristics