The latter are unsure, look for a lot of arguments 'for' before deciding on a purchase, besieged by questions about the consultant details. It is so outwardly different impulsive and reflexive consumers. Advantages and disadvantages in terms of marketing there is in both segments. Impulsive buyers require less attention and effort to transaction that is less sensitive to prices and not very demanding of conditions. But in this segment is difficult to build loyalty, these customers is difficult to 'bind' to the brand. Their actions are rarely good deliberation and weighed, competitors have so many chances to intrigue an impulsive buyer. Reflexive buyers, however, does not make rapid turnover of the company, but it is much easier to explain to the arguments of the next purchase, return loyalty.
'Homebody and Tusovschiki'b> The titles of these segments, the least fit in psychological terminology, but it is best to convey the essence of their lifestyle. In fact, this dichotomy does not deal with some psychological characteristics, and with them dictated by other factors of life style. Marketing research indicates that about a quarter of participants did not like being at home, preferring to 'move': walks, entertainment, shopping. Approximately 30% of respondents balance between home and 'outdoor' leisure time. And finally, more than 45% of Russians can be called homebodies: it is a fraction of study participants stated a desire to be all free time at home.
It is clear that the consumer models, these segments are significant differences, because these people are totally different lifestyle. Homebody need fewer clothes and jewelry, but more food they do not go to restaurants and cafes, not visit cinemas and entertainment complexes, but actively buying home appliances, video and books. Tourist area depends on the quality of the audience from the perspective of segments of 'couch potatoes' and 'Party People'. Many other markets are also very dependent on the propensity of consumers to a particular type of spending. Considering this classification, it should also separate the 'displaced' from the couch potatoes those of conviction. Marketing research showed that home life costs an average of 1.5 times cheaper than active: this is exactly the difference in running costs 'couch potatoes' and 'party people'. Separation of 'couch potatoes' by the basis of the motivation for this way of life will provide some guidance on the possibility of domestic consumer groups. In this article, we briefly examined seven psychographic categories are very useful for use in segmenting the target audience. Later, these dichotomies will be discussed in more detail what will be devoted to individual publications. The purpose of this material was to give readers food for reflections on the versatility of consumer protection in terms of psychological characteristics of consumers. These features are almost invisible to the naked eye businessman, but they are often the central cause of violations of business plans and projections aligned. Psihografiya – this is the most complex and serious form of market research at the professional approach to detect very important implications for business.