Subjective Marketing
Subjective Marketing
Subjective Marketing
Lifestyle is a person’s
pattern of living as
expressed in his or her
psychographics
• Measures a consumer’s
AIOs (activities, interests,
opinions) to capture
information about a
person’s pattern of acting
and interacting in the
environment
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Chapter 5- slide 14
Publishing as Prentice Hall
Characteristics Affecting
Consumer Behavior
Personal Factors
Maslow’s
Hierarchy of Needs
Attitudes describe a
person’s relatively
consistent evaluations,
feelings, and
tendencies toward an
object or idea