Faculty:

Economy

Course: International

Management

MASTER-THESIS

Psychographic target group analysis on the basis of an

empirical research for the brands

using the innovative approach of the Semiometrie

Author:

Dipl. Kfm. (FH) Robert Tönnis

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

II.

Executive Summary

It seems that the mass of consumers break up into many heterogeneous sub-groups.

Researchers and marketing experts strongly believe that in the near future, homogenous

customer groups will split up into more and smaller target group segments ­ and each of

those segments demand for a unique and certain communication. Against this background

and the fact that enterprises have to struggle on homogenous markets with multinational

companies in a hard competition; the identification of the exact target group becomes more

and more important. The more information the decision-makers have about their target

group, the better they can communicate with them. Consequently, an increase in sales is the

result.

For this reason, the Master-Thesis copes with the innovative psychographic target

group approach ­ the Semiometrie. Hereby, 210 selected words reconstruct the psycho-

cultural models that constitute the subconscious system of choice and of the identification of

desires of respondents. Beside an extensive explanation of the method, a differentiation from

selected models is undertaken by the writer.

It is the author′s greatest concern, on the one hand to provide a very in-depth under-

standing of Semiometrie from the theoretical point of view. On the other hand, he is anxious

to present a well- and novel understanding of Adidas′, NIKE′s and Puma′s target group by

using the Semiometrie. Consequently, the concept of research design is included within the

empirical research.

Due to collected and provided data by SevenOne Media and TNS Infratest as well as

an in-depth analysis and interpretation of these data, the Master-Thesis offers a detailed de-

scription of each of those target groups. These results are as well supported by illustrations

of the Two-Dimensional Reference Map including a connection with value fields. Moreover,

the nearness of the researched brands to TV broadcaster is demonstrated as well as socio-

demographic cognitions. Hereby, it has been discovered that the brands and various target

groups have some commonness. However, the differences between each brand and several

target groups overbalance the results. Thus, it is evident that Semiometrie is able to provide

a terrific and novel understanding of the researched brands with its target groups because at

first sight the brands and their target groups still seem to be similar.

Beside the vast benefits of this approach with its definitely interesting results about

consumers of Adidas, NIKE and Puma, it is noticeable that Semiometrie does not underlie

any scientific evaluation yet due to its relative newness. Critics also presume a loss of infor-

mation because of a reduction of factors. However, the results of the empirical research

prove this assumption wrong. Thus, the research can also strengthen the validation of the

Semiometrie since the thesis represents a complete independence.

II

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

III.

Preface

The present Master-Thesis is address to Professor Dr. Josef Neuert and Prof. Achim

Opel who are in charge for evaluating the written composition concerning its content, objec-

tive approach and benefit.

The Master-Thesis represents the final exam performance for the author at the Uni-

versity of Applied Sciences in Fulda. It provides general information about the innovative

psychographic target group segmentation ­ the Semiometrie ­ as well as results of an em-

pirical research. The theoretical part enables the reader a full understanding of this method.

The practical part offers a deep insight into the needs and wishes of consumers of Adidas,

NIKE and Puma.

The basic content is presented without any unneeded ballast. The Master-Thesis fo-

cuses the clearness, structuring, completeness and the relation between content and rele-

vance. Beside the presentation, which is supported by many illustrations, the reader will find

a conclusion with the most important results at the end of the Master-Thesis.

With the creation of the thesis a number of persons were involved directly or indi-

rectly. My greatest thanks are addressed to Ute Klingemann from SevenOne Media and Eric

Möller from TNS-Infratest who provided the collected data of the survey. Without their help I

could not have written this Master-Thesis with all its insightful results. Moreover, I would like

to say thank you to Cathleen Bürger and Maxi Kirchner. They helped me to correct some

typing errors. Further, I like to say thank you to my professor Dr. Josef Neuert who helped

me to get a clear structure for the thesis. A special thanks goes to my girlfriend Cathleen Bür-

ger again. She supported me with all her love and patience during the hard time of writing the

thesis when I could not dedicate the time for her she deserved.

If somebody likes to make some comments on the Master-Thesis ­ either in a posi-

tive or negative way ­ is explicit welcome. Your comments will reach me under the following

eMail address:

eMail: Robert.Toennis@gmx.de

Fulda, 26th of August, 2007

The author

Robert Tönnis

III

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

IV.

Table

of

Content

Page

I.

Title Page

I

II.

Executive

Summary

II

III.

Preface

III

IV.

Table

of

Content

IV

V.

List of Figures

VI

VI.

List of Charts

VIII

VII.

List

of

Appendix

IX

VIII.

Glossary

X

1. Introduction

1

1.1. Structure and background of Master-Thesis

1

1.2. Issue

3

1.3.

Goal

of

Master-Thesis

4

2. Theoretical

Background

of

the

study

6

2.1.

Origin

of

Semiometrie

6

2.2. Basic Principles

6

2.2.1.

Semiometrie

6

2.2.2.

Theories

of

consumer

behavior

7

2.2.3.

Denotation

and

connotation

8

2.2.4. Distinguishing between Typology-Models

9

2.3.

Theory

and

Method

10

2.3.1.

Semantic

Space

10

2.3.2. Reference Map

10

2.4. Survey

12

2.5.

Analyzing

Tools

13

2.5.1. Brand Pentad and Program Triad

13

2.5.2.

Positioning

Options

16

2.5.2.1.

Individual

Positioning

16

2.5.2.2.

Combination

Positioning

17

2.5.2.3.

General

Positioning

18

2.5.3.

14

Value

Fields

19

2.5.3.1. Condensation of information about the 14 value fields

19

2.5.3.2. Concrete Relevance of the 14 value fields

21

IV

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

3. Differentiation of selected models

30

3.1. Semiometrie in addition to Socio-demographic

30

3.2.

Semiometrie

vs.

Sinus-Milieus

34

3.2.1.

Brief

description

of

Sinus-Milieus

35

3.2.2. Comparison of the two methods

36

3.2.3.

Similarities

and

differences

37

3.2.4.

Advantages and disadvantages of both models in comparison

37

4. Concept of research design

39

4.1. Overview about the process of information

39

4.2. Definition-Phase

40

4.2.1.

Problem

formulation

40

4.2.2. Target group definition

41

4.3.

Design-Phase

41

4.3.1.

Creation

of

hypotheses

42

4.3.2. Research instruments and research approach

44

4.3.3. Sample Size

45

4.3.4. Basic statistics about demography in Germany

46

4.3.5. Concept and explanation of questionnaire

47

5. Reporting and Interpretation of Results ­ Analysis-Phase

52

5.1. Adidas

52

5.1.1. Commentary of results from the Two-Dimensional Reference Map

concerning Brand Pentad in connection with Adidas′ value fields

52

5.1.2. General Positioning of Adidas in relation to TV broadcaster and programs

59

5.1.3. Interpretation of results for Adidas in interaction with socio-demographic data

62

5.2. Nike

64

5.2.1. Commentary of results from the Two-Dimensional Reference Map

concerning Brand Pentad in connection with NIKE′s value fields

64

5.2.2. General Positioning of NIKE in relation to TV broadcaster and programs

71

5.2.3. Interpretation of results for NIKE in interaction with socio-demographic data

74

5.3. Puma

76

5.3.1. Commentary of results from the Two-Dimensional Reference Map

concerning Brand Pentad in connection with Puma′s value fields

76

5.3.2. General Positioning of Puma in relation to TV broadcaster and programs

83

5.3.3. Interpretation of results for Puma in interaction with socio-demographic data

86

6. Conclusion

88

7.

List

of

Literatures

91

8. Appendix

94

V

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

V.

List of Figures

No. Title of Figure

Page

1.

The Approach of Semiometrie, own creation

8

2.

The Semantic Space, basic structure

11

3.

Reference Map

12

4.

Individual

Positioning

of

Coca-Cola

17

5.

Combination Positioning of Coca-Cola regular customers and constant

viewers

of

"The

Simpson"

18

6.

General Positioning of Levis-User and several broadcasts

19

7.

Value

Fields

"familiar"

and

"sozial"

22

8.

Value

Field

"religiöse"

23

9.

Value

Field

"materielle"

23

10.

Value

Field

"verträumt"

24

11.

Value

Field

"lustorientiert"

25

12.

Value

Field

"erlebnisorientiert"

25

13.

Value

Field

"kulturell"

26

14.

Value

Field

"rational"

27

15.

Value Fields "kritisch", "kämpferisch" and "dominant"

28

16.

Value Field "traditionsverunden" and "pflichtbewusst"

29

17.

Correlation of gender and value orientation

31

18.

Sinus-Milieus in Germany ­ Social Status and Basic Values

35

19.

Individual Positioning of Adidas′ ,,Main User"

52

20.

Individual

Positioning

of

Adidas′

"User"

54

21.

Individual Positioning of Adidas′ "Relevant Set"

55

22.

Individual

Positioning

of

Adidas′

"Affinity"

57

23.

Individual

Positioning

of

Adidas′

"Affinity"

58

24.

General Positioning of Adidas and TV Broadcaster

60

25.

Individual

of

NIKE′s

"Main

User"

64

26.

Individual

Positioning

of

NIKE′s

"User"

66

27.

Individual Positioning of NIKE′s "Relevant Set"

67

28.

Individual

Positioning

of

NIKE′s

"Affinity"

69

29.

Individual Positioning of NIKE′s "Awareness"

70

30.

General Positioning of NIKE and TV Broadcaster

72

31.

Individual Positioning of Puma′s "Main User"

76

VI

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

32.

Individual

Positioning

of

Puma′s

"User"

78

33.

Individual Positioning of Puma′s "Relevant Set"

79

34.

Individual

Positioning

of

Puma′s

"Affinity"

81

35.

Individual Positioning of Puma′s "Awareness"

82

36.

General Positioning of Puma and TV Broadcaster

84

VII

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

VI.

List of Charts

No. Title of Chart

Page

1.

Value

Fields

21

2.

Socio-demographic

of

Beer

consumers

32

3.

Set of Value of beer consumers

32

4.

Aging-effect

within

Boss

users

33

5.

Direct comparison between Sinus-Milieus and Semiometrie, own illustration

36

6.

Advantages and disadvantages between Sinus and Semiometrie, own

illustration

38

7.

Value

Fields

Adidas′

"Main

User"

53

8.

Value

Fields

Adidas′

"User"

55

9.

Value

Fields

Adidas′

"Relevant

Set"

56

10.

Value

Fields

Adidas′

"Affinity"

58

11.

Value

Fields

Adidas′

"Awareness"

59

12.

Value Fields: Adidas - "Constant Viewer"

61

13.

Socio-demographic

distribution

of

Adidas

62

14.

Value Fields NIKE′s "Main Users"

65

15.

Value

Fields

NIKE′s

"User"

67

16.

Value Fields NIKE′s "Relevant Set"

68

17.

Value

Fields

NIKE′s

"Affinity"

69

18.

Value

Fields

NIKE′s

"Awareness"

71

19.

Value Fields: NIKE ­ "Constant Viewer"

73

20.

Socio-demographic distribution of NIKE

74

21.

Value Fields Puma′s "Main User"

77

22.

Value

Fields

Puma′s

"User"

78

23.

Value Fields Puma′s "Relevant Set"

80

24.

Value

Fields

Puma′s

"Affinity"

81

25.

Value

Fields

Puma′s

"Awareness"

83

26.

Value Fields: Puma ­ "Constant Viewer"

85

27.

Socio-demographic distribution of Puma

86

VIII

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UNIVERSITY OF APPLIED SCIENCES FULDA

MASTER-THESIS

VII. List of Appendix

No. Title of Appendix

Page

1.

List

of

210

words

in

English

95

2.

TV stations and their broadcasts in the Semantic Space

100

3.

The competing brands in an overview

108

4.

E-Mails:

Koschnick,

koschnick@t-online.de

111

5.

The

questionnaire

117

IX

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