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A way to describe this is “homogamy”, whereby people are drawn to others in the same social class. Social stratification is the idea that in society, there are layers, which in turn affect consumption. Marketers must respond differently to distinctive
In other words we must define the consumption constellations (sets of products used by consumers to define, communicate, and perform their social roles) and find out which products are complimentary to each other (product complementarity is when the symbolic meanings of products are related to each other). Two households can share highly similar demographic characteristics and yet be wholly different due to the different personality traits and different lifestyles of the occupants. By combining personality variables and lifestyle preferences marketers got psychographics (the use of psycholo... ... middle of paper ... ...f visitors. This information would serve to guide content development, partnerships, positioning, branding and communications. Researchers designed an online study that looked into the lifestyles, behaviors and attitudes of over seven thousand visitors to Women.com and their network of web sites.
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