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...
Table of Contents
1. Introduction
1.1. Structure and background of Master-Thesis
1.2. Issue
1.3. Goal of Master-Thesis
2. Theoretical Background of the study
2.1. Origin of Semiometrie
2.2. Basic Principles
2.2.1. Semiometrie
2.2.2. Theories of consumer behavior
2.2.3. Denotation and connotation
2.2.4. Distinguishing between Typology-Models
2.3. Theory and Method
2.3.1. Semantic Space
2.3.2. Reference Map
2.4. Survey
2.5. Analyzing Tools
2.5.1. Brand Pentad and Program Triad
2.5.2. Positioning Options
2.5.2.1. Individual Positioning
2.5.2.2. Combination Positioning
2.5.2.3. General Positioning
2.5.3. 14 Value Fields
2.5.3.1. Condensation of information about the 14 value fields
2.5.3.2. Concrete Relevance of the 14 value fields
3. Differentiation of selected models
3.1. Semiometrie in addition to Socio-demographic
3.2. Semiometrie vs. Sinus-Milieus
3.2.1. Brief description of Sinus-Milieus
3.2.2. Comparison of the two methods
3.2.3. Similarities and differences
3.2.4. Advantages and disadvantages of both models in comparison
4. Concept of research design
4.1. Overview about the process of information
4.2. Definition-Phase
4.2.1. Problem formulation
4.2.2. Target group definition
4.3. Design-Phase
4.3.1. Creation of hypotheses
4.3.2. Research instruments and research approach
4.3.3. Sample Size
4.3.4. Basic statistics about demography in Germany
4.3.5. Concept and explanation of questionnaire
5. Reporting and Interpretation of Results – Analysis-Phase
5.1. Adidas
5.1.1. Commentary of results from the Two-Dimensional Reference Map concerning Brand Pentad in connection with Adidas’ value fields
5.1.2. General Positioning of Adidas in relation to TV broadcaster and programs
5.1.3. Interpretation of results for Adidas in interaction with socio-demographic data
5.2. Nike
5.2.1. Commentary of results from the Two-Dimensional Reference Map concerning Brand Pentad in connection with NIKE’s value fields
5.2.2. General Positioning of NIKE in relation to TV broadcaster and programs
5.2.3. Interpretation of results for NIKE in interaction with socio-demographic data
5.3. Puma
5.3.1. Commentary of results from the Two-Dimensional Reference Map concerning Brand Pentad in connection with Puma’s value fields
5.3.2. General Positioning of Puma in relation to TV broadcaster and programs
5.3.3. Interpretation of results for Puma in interaction with socio-demographic data
6. Conclusion
Research Objectives and Themes
The primary objective of this Master-Thesis is to provide a comprehensive understanding of the Semiometrie method as an innovative psychographic target group segmentation approach, and to apply this method to analyze the consumer profiles of the major sports fashion brands Adidas, Nike, and Puma.
- Theoretical foundations and operational principles of the Semiometrie model.
- Empirical analysis of consumer target groups for Adidas, Nike, and Puma using the Brand Pentad and value field mapping.
- Investigation of media behavior and the correlation with psychographic value structures.
- Comparison and differentiation of Semiometrie with traditional socio-demographic and Sinus-Milieus segmentation models.
- Identification of concrete positioning strategies for brands based on TV broadcaster affinity and target group values.
Excerpt from the Book
1.2. Issue
Socio-demographic data has given us many insights into consumer behaviors. We know for instance parents buy baby foods and young people buy skateboards. We know women buy mascara and men rather not, but in turn around men buy more shaving foam than women.
Socio-demographic data are easily to collect and they almost have all characteristics we can expect from target group segmentations: They are well-defined, temporal stable and correlate with consumer preferences in many cases.
However, with the beginning of the 21st century the whole world has become a huge market. Within this market companies are in competition with many other international enterprises which are make inroads into their markets. Companies are faced with an increasingly competitive environment and consumers are constantly faced with more choices of products. Socio-demographic data can provide information about the kind of consumer groups that buy a certain product - split by age, gender, profession or income, but socio-demographic data will not identify the influences behind their aspirations and choices. How can we explain a 53-years-old Managing Director buys his daily food in a discounter like Lidl while he takes dinner with his family outside in a luxury restaurant at the weekend?
However, especially this information is needed for companies who struggle to act successfully on markets with extreme homogenous products. On these markets it becomes more important to aim at the right target group because most companies concentrate their ad budget to a certain target group which has a special importance due to its future relevance. A good, unexplored and interesting example delivers the sport fashion market with its big three international acting enterprises Adidas, NIKE and Puma.
Summary of Chapters
1. Introduction: This chapter outlines the research motivation, identifying the limitations of purely socio-demographic segmentation and introducing Semiometrie as a psychographic solution for the sport fashion market.
2. Theoretical Background of the study: This chapter establishes the fundamental concepts, explaining the origin, scientific principles (denotation, connotation), and the methodology (Semantic Space, Reference Map) of the Semiometrie approach.
3. Differentiation of selected models: This chapter compares Semiometrie with traditional models like socio-demographics and the Sinus-Milieus research, highlighting the distinct advantages and limitations of each in explaining consumer behavior.
4. Concept of research design: This chapter details the research process, including problem formulation, hypothesis creation, and the structured approach taken to gather and analyze the empirical data regarding the chosen brands.
5. Reporting and Interpretation of Results – Analysis-Phase: This core chapter provides the empirical analysis for Adidas, Nike, and Puma, mapping brand consumers against value fields and media consumption patterns.
6. Conclusion: This final chapter synthesizes the research findings, evaluates the effectiveness of Semiometrie for brand management, and acknowledges the methodological limitations.
Keywords
Semiometrie, psychographic segmentation, consumer behavior, brand management, value fields, Brand Pentad, media planning, sport fashion market, Adidas, NIKE, Puma, target group analysis, value systems, consumer research, marketing strategy.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on psychographic target group analysis, specifically using the "Semiometrie" approach to move beyond traditional demographic data for a deeper understanding of consumer motivations in the sport fashion industry.
Which brands are analyzed in this thesis?
The empirical research focuses specifically on the three major international sport fashion brands: Adidas, NIKE, and Puma.
What is the primary goal of this research?
The goal is to demonstrate how Semiometrie identifies specific subconscious value structures of consumers, enabling companies to communicate more effectively and position their brands with greater precision.
Which scientific methodology is employed?
The research uses the Semiometrie model, which links semiotics with statistics to evaluate 210 terms on a "positive to negative feeling" scale, creating a Two-Dimensional Semantic Space and identifying unique value fields.
What is covered in the analysis section?
The analysis section evaluates the target groups (Main User, User, Relevant Set, Brand Affinity, Brand Awareness) for each brand, mapping them against value fields and their specific affinity for TV broadcasters and programs.
Which keywords best characterize this work?
Key terms include Semiometrie, psychographic segmentation, brand management, value fields, and consumer behavior.
How does Semiometrie differ from traditional demographic data?
While demographics define "who" the consumer is (age, gender, income), Semiometrie identifies the underlying subconscious motivations, ideals, and value systems that actually drive purchasing decisions.
What is the significance of the "14 Value Fields"?
The 14 value fields serve as a categorization tool to summarize complex psychographic data into interpretable dimensions (like familial, social, or hedonistic-oriented), making it easier for marketers to develop targeted strategies.
Are the research results applicable globally?
The study notes that currently, the method is primarily validated in Western European contexts, but it suggests high potential for exciting insights in emerging markets like China or Russia in the future.
- Arbeit zitieren
- Robert Tönnis (Autor:in), 2007, Psychographic target group analysis on the basis of an empirical research for the brands Adidas, NIKE and Puma using the innovative approach of the Semiometrie, München, GRIN Verlag, https://www.grin.com/document/88451
