Self Concept

7/21/2019 Self Concept

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Self-Concept and LifestyleSelf-Concept and Lifestyle

Sanjeev VarshneySanjeev Varshney


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What is a Self-concept?What is a Self-concept?

Self-concept:Self-conce

pt:the totality of thethe totality of the

individuals thoughts and feelingsindividuals thoughts and feelings

having reference to him-or herself ashaving reference to him-or herself as

an objectan object

Self-concept can be divided into fourSelf-concept can be divided into fourbasic partsbasic parts


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imensions of a Consumers Self-imensions of a Consumers Self-

ConceptConcept


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!"ercise!"ercise

#o$ does a tattoo#o$ does a tattoo

affect ones self-conceaffect ones self-conce

pt and become part ofpt and become part of

ones e"tended self?ones e"tended self?Will one or multipleWill one or multiple

visible tattoos becomevisible tattoos become

the norm for younger cthe norm for younger c

onsumers over the ne"onsumers over the ne"

t %& years?t %& years?


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!"ercise!"ercise Can you describe theCan you describe thepersonality of thesepersonality of these

t$o girlst$o girls
http://www.shutterstock.com/subscribe.mhtml


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!"tended Self!"tended Self

Self ' (ossessionsSelf ' (ossessions

)hin* of products that e"plain your self+)hin* of products that e"plain your self+

,dentify one single product in your,dentify one single product in your

possession $hich you feel contribute topossession $hich you feel contribute toyours self concept and has become part ofyours self concept and has become part of

your e"tended self+your e"tended self+


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,nteraction of Self-Concept,nteraction of Self-Conceptand rand ,mageand rand ,mage


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.easurement of Self Concept.easurement of Self Concept

/ate your o$n actual self concept 012/ate your o$n actual self concept 012

/ate your desired self concept 02/ate your desired self concept 02

/ate the rand concept of 3arnier .ens/ate the rand concept of 3arnier .ens

productsproducts

/ate the person concept of 4ohn 1braham/ate the person concept of 4ohn 1braham

1ssess the consistency of these four1ssess the consistency of these four

conceptsconcepts


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Life StyleLife Style

#o$ a (erson Lives or ho$ one enacts#o$ a (erson Lives or ho$ one enacts

his or her self concepthis or her self concept

etermined by5etermined by5 (ast e"periences(ast e"periences

,nnate e"periences,nnate e"periences

Current situationCurrent situation


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Lifestyle and the ConsumptionLifestyle and the Consumption

(rocess(rocess


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.easurement of Lifestyle.easurement of Lifestyle

Lifestyle StudiesLifestyle Studies 1ttitudes1ttitudes

ValuesValues 1ctivities and ,nterests1ctivities and ,nterests emographicsemographics .edia (atterns.edia (atterns

6sage /ates6sage /ates

Can be used as a general

measure, but most

commonly used to measure

a specific product or activity.

General lifestyles can be

used to discover new

product opportunities.

Specific lifestyle analysismay help reposition existing

brands.


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Cosmetic Life Style Segments ofCosmetic Life Style Segments of

67 $omen67 $omen


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)he Vals System)he Vals System

S/, Consulting usiness ,ntelligenceS/, Consulting usiness ,ntelligence

89 statements of agreement89 statements of agreement

Classifies individuals using t$o dimensionsClassifies individuals using t$o dimensions Self :rientationSelf :rientation

(rinciple oriented(rinciple oriented

Status orientedStatus oriented

1ction oriented1ction oriented /esources/esources

,ndividuals are placed in one of ; general,ndividuals are placed in one of ; generalpsychographic segmentspsychographic segments


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V1LSV1LSLifestyleLifestyle

SystemSystem


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emographics of the V1LSemographics of the V1LS

SegmentsSegments

Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total


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V1LS Segment :$nership andV1LS Segment :$nership and

1ctivities1ctivities

Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler


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(roduct (ossession 1nalysis


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=an*elovichs .:>,):/ .indase=an*elovichs .:>,):/ .indase

Considers the individuals position on a set of coreConsiders the individuals position on a set of corevalues $ith his or her life cycle stagevalues $ith his or her life cycle stage

Values identified include5Values identified include5 .aterialism.aterialism

)echnology orientation)echnology orientation amily valuesamily values ConservatismConservatism Cynicism versus optimismCynicism versus optimism

Social ,nteractionSocial ,nteraction 1ctivity level1ctivity level

3rouped into ; high-level segments3rouped into ; high-level segments


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Consumption ifferences acrossConsumption ifferences across

.indase Segments.indase Segments


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3eo-emographic 1nalysis3eo-emographic 1nalysis

0(/,@.20(/,@.2

ased on the premise that lifestyleAased on the premise that lifestyleA

and thus consumptionA is largelyand thus consumptionA is largely

driven by demographic factorsdriven by demographic factors1nalyBes geographic regions1nalyBes geographic regions

!very neighborhood in the 6+S+ can!very neighborhood in the 6+S+ can

be profiledbe profiled)otal of 9 lifestyle clusters)otal of 9 lifestyle clusters


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,nternational Lifestyles5 3L:1L,nternational Lifestyles5 3L:1L

SC1>SC1>

3L:1L SC1>3L:1L SC1>


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3L:1L SC1>3L:1L SC1>Segment SiBes across CountriesSegment SiBes across Countries


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1ssignment1ssignment

!ach group should carry out ,ntervie$ $ith!ach group should carry out ,ntervie$ $ithminimum of D-%& young consumers 01ge %8-9D2minimum of D-%& young consumers 01ge %8-9D2

and identify Lifestyle patternsand identify Lifestyle patterns

Share these findings $ith the batch by %Eth 4ulyShare these findings $ith the batch by %Eth 4uly

eveningevening

Lets identify consumer segments based onLets identify consumer segments based on

these findings+ !ach group should do this basedthese findings+ !ach group should do this based

on information provided by all the groupson information provided by all the groups!ach group should mail their findings to me %8!ach group should mail their findings to me %8 thth

4uly4uly

We $ill have discussion on this in ne"t classWe $ill have discussion on this in ne"t class


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#o$ to Carry out life style analysis#o$ to Carry out life style analysis

(rofile the customer on 1ctivitiesA ,nterestsA #obbiesA media(rofile the customer on 1ctivitiesA ,nterestsA #obbiesA mediahabitsA value system etc+habitsA value system etc+

:nce done clean data 0drop respondents $ith insufficient data2:nce done clean data 0drop respondents $ith insufficient data2

CodeCode

!ither use ans$er tree or identify the factor dividing consumers!ither use ans$er tree or identify the factor dividing consumersinto t$o large groupsinto t$o large groups

>o$ loo* for second variable $hich can divide the consumers>o$ loo* for second variable $hich can divide the consumers

into further groupsinto further groups

Continue this e"ercise till you reach a stage $here furtherContinue this e"ercise till you reach a stage $here further

division $ill not add value and the group becomes smalldivision $ill not add value and the group becomes smallenough to be distinctly recogniBed+enough to be distinctly recogniBed+

>o$ define each group>o$ define each group

Self Concept

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