Profiling Markets With Psychographics
Profiling the Soft Drink Market with Psychographics
The intent of this analysis is to evaluate the various psychographic segments of the soft drink marketplace. There are seven different psychographic segments included in this analysis, each with drastically different expectations, needs, wants and preferences for soft drinks overall. Beginning with the Thrill Seekers, and progressing to the Trendy Quality Seekers, then the Price-Value Shopper who shops for soft drinks on price and availability, then the Social Shoppers, Brand Aspirationals and Price-Sensitive Affluents round out the entire series of segments. Each of these segments have drastically different needs and approaches to purchasing and consuming soft drinks as this analysis illustrates.
Analysis of Psychographic Segments
Each of the segments are analyzed with specific focus on their preferred types of soft drinks, ways of purchasing them, and a short analysis of their demographics as well. The differences in each segment are significant from the perception of what soft drinks are supposed to deliver in terms of enjoyment, opportunities to socialize, and meaning in their lives.
Thrill Seekers
See adventure, fun and the chance to connect with and have fun with friends as the very best part of life, the Thrill Seekers are often involved in two or three sports activities and several different social programs. The are very extroverted, confident, and see life as meant to be fully lived, without holding anything back. Their decision of which soft drink top buy is more motivated by the energy kick and rush of caffeine in addition to taste. They are very brand loyal to high energy drinks including Red Bull and also like Monster drinks as well. It is common to find them at parties well into the early hours of the morning, looking to have fun with friends and also experience life...
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