Activities, interests, opinions
Activities, Interests, Opinions ( English for activities, interests, opinions , often abbreviated to AIO) describes a psychographic market segmentation model that, based on market research studies of the lifestyle of certain groups of people, allows marketing to analyze their current or a forecast of potential buying behavior. The AIO model takes this into account
- Activities : e.g. B. work, leisure , sports and vacation behavior , shopping habits , entertainment , membership in clubs, associations or a community
- Interests : e.g. B. job, family, media consumption , eating habits , fashion
- Opinions : opinions z. B. about oneself, politics, money and economy, education , products, the future, social and cultural issues
These values usually change slowly or not at all. The AIO model is therefore considered to be a reliable tool for selecting target markets.
So-called "inventories" are used in the analysis (see right),
| Activities | Interests | Opinions | Demographics |
|---|---|---|---|
| job | family | Own | Age |
| Hobbies | home | Social | education |
| Social events | employment | politics | income |
| vacation | local community | Business | employment |
| entertainment | recreation | Economic situation | Family size |
| Club memberships | Fashion | education | geography |
| Community | nutrition | Products | Size of the community of residence |
| Shopping behavior | media | future | Life cycle |
| Sports | Services | Culture | Living environment |
Individual evidence
- ↑ S. Sathish, A. Rajamohan; Consumer Behavior and Lifestyle Marketing ; in the International Journal of Marketing, Financial Services & Management Research ; Vol.1 Issue 10, October 2012, ISSN 2277-3622 .
- ^ Norman AP Govoni (2004) Dictionary of Marketing Communications: Psychographic segmentation ; ISBN 9780761927716 ; Page 174.
- ↑ What is ACTIVITIES, INTERESTS, OPINIONS (AIO)? ; in The Law Dictionary; accessed on March 20, 2017.
- ↑ Joseph T. Plummer; The Concept and Application of Lifestyle Dimensions (Journal of Marketing), in S. Sathish, A. Rajamohan; Consumer Behavior and Lifestyle Marketing ; in the International Journal of Marketing, Financial Services & Management Research ; Vol.1 Issue 10, October 2012, ISSN 2277-3622 .