Changes in Consumer Features

The importance of a psychographic approach is to find out what underlies people’s lifestyle as consumers of various product brands and services that roam traditional and modern markets. The pattern that forms the insight of the consumer should be known and understood from the activities, wishes and thoughts expressed in shopping styles. Basically, this perception is a way of showing people around them that there are different ways to get what they want. This understanding continues to develop with the technological developments that facilitate the facilitation of products and services. This article provides information on typologies of consumers based on psychographic segments and the impact of technology trends on high-target purchases in online and offline markets.

The hustle and bustle of traditional markets and the entrance to modern markets in the race to win the hearts of consumers have transformed it into a space that continues to be in demand by supermarket and mall operators. These modern forms of business are rapidly winning the hearts of consumers and expanding their market shares. Changes and transitions in the concept of modern stores have also permeated local businesses to compete with the practitioners of mini-market businesses scattered across almost the entire region. The modern outlets on display offer more to increase the value of consumers’ social class, which looks luxurious, elegant, fast and friendly, together with professional management.

All of these traditional outlets differ in appearance; Therefore, almost most traditional businessmen are eliminated from the competition. Another factor emerging on social value in grade progression in communities is the emergence of online transport that can pamper consumers by shopping for services online without the need to waste time to leave home. Modern business people are moving quickly and responsibly to the emergence of this online transport to collaborate on logistics issues. Traditional businessmen seem slow to respond, although they are beginning to participate in constantly evolving situations and business conditions.

Changes in shopping style are inseparable from the role of increasingly competing internet operators in Indonesia to facilitate the internet, so they can make online shopping from corners of the country compatible with the support of many businesses. Logistics operators function to pamper consumers.


Psychography is not a completely new concept because many researchers have been using psychographic measurements for years, but they did not know it. Based on the results of the survey, Psychography has been found to be of great value to copywriters because it provides them with a detailed portrait of the person they are trying to communicate with. Psychography offers a new approach to understanding the consumer and is more fully understood by those who have a duty to communicate with the consumer. While the need for a common psychographic definition is obvious, no single definition has gained general acceptance. But it did offer the marketing practitioner a way to identify consumers who have many advantages over alternative methods of psychographic methods, although much work has to be done with regard to reliability and validity.

For researchers with more general interests, psychographic methods offer new ways of looking at old problems, new dimensions to draw trends, and a new vocabulary in which consumer typologies can be defined. From the speed with which psychography is spreading in the marketing community, it seems that they meet a keenly felt need. The problem right now is not to be pioneers, but to rank the techniques that work best. As this process progressed, it was mailed to 1000 applicants in a survey and 233 of them are people responsible for bank credit card banking services. Research results have been found to highlight the potential role of psychography as a new way of looking at an old problem.

It is therefore necessary to understand that market segmentation is the activity of dividing a market into several groups of different buyers with different needs and characteristics and behaviors to meet product needs through different marketing mixes. Their studies on the reliability of psychographic measurements over a 1-year period do not support the use of this instrument as a precise measure of the individual consumer’s lifestyle. In marketing, the most common method of gaining insight into consumer leisure activity participation has been the use of activity and interest items or psychographics.

High Expected Consumers

Current consumers have higher expectations than before. Consumers may now feel like a rich person for a moment, but they can also instantly feel poor. This feeling can change very easily and quickly.

“F” Factor

The second problem is the “F” factor (Fans, followers, friends and family relationships). If people think about how many ad channels their assets have access to, those assets now depend on how many followers or subscribers they have and how high their interactions are.

Self Discovery

Approximately 96% of the population is affected by TV, and 52% of them make calls from their mobile phones while watching television. Nowadays, consumers can easily find something. They can view the content on TV and search for what they see on the TV at that moment via their mobile phone. Businesses can respond to this behavior using sensor technology ranging from basic ones like UPC Barcodes or QR Codes to advanced like Location Based Services, NFC, Digital Wallet and Augmented Reality.

High Privatization Demands

The more advanced the technology, the more diverse the demands of the consumers. Moreover, young consumers in urban areas are very impressive and have a great desire to highlight themselves. The key lies in customer analysis.

Offline Experience Still Matters

As the world becomes more digital, consumers increasingly miss the role of offline. The solution for this is a human interface. No channel should be underestimated because opportunities should not be missed.

The mapping of the market segmentation of consumer behavior has changed. Initially, the features of consumer behavior were still based on luxury goods and the focus was on glamorous brands, their quality varied at an affordable price. It is important to remember that there are new things that did not appear in the results of the previous survey, that the findings of consumer behavior demand that products be certified top-down. This makes them think that the desired products are certified and contain traditional values ​​and are safe by consumers.

The segmentation of consumer behavior in advertising and promotional media, originally served by television media, transformed into online media has also changed. This has become the foundation for promoting and advertising a product more effectively on social media and online.


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