文化所演绎的品牌精神（The brand spirit of culture）.docVIP

文化所演绎的品牌精神（The brand spirit of culture） The brand spirit of culture (six) Author: anonymous source: unknown hits: update time: 2005-6-3 Six, understand consumers with cultural types Study on consumer segmentation in the United States have transformed from traditional physiology, education and income dimensions as the dimension of life style and behavior, people of different levels of social cultural values become an important indicator of this classification for public dissemination provides reference. According to the response of American adult consumers to the VALS questionnaire, the consumer groups are summed up as 8 psychological types which are divided by consumption motivation (level) and resource (vertical). Major motivation: Consumers buy products and services, and seek to achieve their personal preferences, and give life a form, a substance and a satisfying experience. The main motive of an individual determines what is the core of his or her actions that are meaningful to oneself or the outside world. Consumers are motivated by one of three major motivations: ideal, achievement, self-expression. The ideal as the main motivation of consumers to be guided by knowledge or principle, to the achievements as the main motivation of consumers is sought by the product or service to others to show their success; to self-expression as the main motivation of consumers eager to social or physical actions, change or danger. Resources： The tendency of ones product or service to consume exceeds age, income, and education. Activities, self-confidence, knowledge (knowledge), novelty, innovation, impulse, leadership and vanity play an important role in these personality traits and demographic factors determine a persons resources. Different levels of resources can expand or compress the expression of a persons primary motivation. Survivors (livelihood) Make a living only for survival and living, because lack of resources that the world is changing too fast, they only recogni