A large segment of consumers find positive thinking and the consequent positive interaction with the world as a necessary condition for a good life. And there is more – it is important for them to share their personal experience and be surrounded by people with the same positive attitude.

In the consumer community bganketa.com members create discussions on topics that are important and exciting for them. The theme on positive thinking is one of the most commented.

Some participants in the discussion say that the positive approach comes naturally to them, for others it requires a conscious effort of the will. For both groups though positive thinking is a way of life. It influences their work, communication and value system. All participants comment that positive thinking makes their lives easier and their relationships – more stable.

The effect on work

People with positive thinking believe it helps them achieve their goals because it gives them faith in their own abilities. As Diana, participant in bganketa, comments: Positive thinking is linked with confidence, with the conviction we are capable of solving our everyday problems in a better way.

The participants in the discussion point out that their attitude motivates them to seek opportunities and benefit from every activity. The positive way of thinking inspires them to take up new challenges. To quote Mariana, another bganketa participant: The positively thinking person has a good image of herself and of others; she is convinced that she will accomplish whatever she sets as a goal; trusts her own powers; values what she does and has no fear of the daily obstacles.

The effect on solving problems

Participants share that positive thinking is especially beneficial when facing problems. The dominant opinion is that their positive attitude makes it easier to accept the inevitable difficulties and overcome all kind of problems, a way to solve complicated issues and find alternatives.

Also, some comment that stress is their daily companion. They believe that staying positive is the cure for the negative effects of difficult and stressful situations.

The effect on communication

In communication the positive attitude is expressed in positive words, intonation, the way you address others. The smile is a must. As Kalin says in the discussion: It is a fact that people always focus on the bad things, even if they are many times less than the good ones. We just have to smile and laugh more, even if there is no obvious reason. The person who smiles is more effective in communication and his thoughts and actions are better accepted. The positive attitude is an energy you spread around yourself. When you are in a positive mind-frame, comments Eva, you emit a positive energy and this is even visible for the eye. And also part of this energy is transferred to the people around you.

A strategy for success

Always communicate with people who think positively, who care, who strive to be useful, to encourage, to inspire, to be compassionate! Veneta, participant in bganketa

The opinion that you have to surround yourself with positively minded people is quite common in the discussion. The people who have made such comments say that this is their personal strategy for success. In their view those who think positively strive to make good and to help others. Thus they influence their environment in a positive way. So, the participants in the discussion say that relating to people who share the value of positive thinking helps them grow and makes their life happier.

Who was saying that the haters dominates our culture? It only looks so in the internet forums.

What motivates people in their choice of a brand? This is one of the primary questions every marketer faces.

One research tool that helps getting a deeper understanding of the underlying motives of consumers is the psychographic segmentation.

The psychographic segmentation uses variables related to personality, values and lifestyle and determines the shared characteristics of a specific group of people that indicate why they make their lifestyle choices and explains their buying habits.

A recent psychographic segmentation we have done is based on a national panel data, representative of the Bulgarian population.

Some of the psychographic types we have discovered are very specific for the Bulgarian culture and explain many of the controversial developments in the society.

In general terms, this segmentation can serve as an example of the benefits of psychographics for product development, brand positioning and communication.

Where psychographics could be used?

In product development

The whole process of creation of a new product starts with an idea about a need. For a successful product this need should be better shared by a large group of people. A demographic group is too broad. When you concentrate your research on a psychographic segment you would find ideas that address needs, related to the lifestyle of a coherent target group. The psychographic segment represents a substantial part of the population that is besides centered on common values and way of life.

In brand development and communication

To develop a brand story that would fit the values and lifestyle of the consumer.

And to communicate a message that would be heard.

The psychographic segmentation of the Bulgarian population reveals seven majortypes: Conformists, Individualists, Traditionalists, Reformers, Achievers, Popular and Communicators.

Conformists form the largest segment. Their distinctive characteristic: easily influenced by what other people think. The Conformists do not stand for themselves and follow the group behaviour. There is certain negativity in their perceptions: theydo not expect much from the future and feel unhappy. This trait is related to their role and place in society as they feel unsuccessful, dislike their job and furthermore have low income. Half of them are employed, 15% are unemployed and 30% are retired. Consequently, price is the dominant factor in their brand choice.

Individualists: As could be expected, they are focused on asserting their will. An interesting local trait is the touch of conservatism – the Individualists are looking for stability and do not like changes. There is also a certain dose of negativity in their personality in their relations with others – they neither look for nor accept other opinions and are not concerned how their actions would affect the other people. What is most interesting is that in the end they feel disapproved. This local individualistic type can be found in all age groups and with highest concentration in the active 25-44 years old population as well as in people above 65. In their buying habits the individualists are rational, not susceptible to impulsive purchases and would not consider buying on credit to satisfy their needs. They trust advertising the least. This is a hard to get target and thankfully comprises of only 10.9% of the population.

And to start moving towards a more positive outlook let’s look at Traditionalists. Their major characteristic, the orientation and preference for the known and familiar, is partially explained by the fact that half of them are retired. They constitute a happier group with loyal friends and a good family. Money is little, but they have a lot of free time at hand. In terms of buying behavior Traditionalists are price sensitive and take part in promotions.

A younger version of Traditionalists is the type of Communicators. Their strength lies in their circle of friends. They are approved by the people and surrounded by loyal friends. Communicators can be found across all age groups, with a stronger base in the 35-64 years old. Professionally they are confident and competent, even though they have not achieved success and financial security. Communicators perceive their income as low, while in fact they receive the average salary. Their lifestyle is full of interests and hobbies and not having sufficient cash, Communicators are not the saving type. In their brand choice they tend to ask friends for advice. However, once a brand is liked, they would stay with it.

Achievers are constantly self-developing, full of confidence and ideals. They have already reached a state of professional competence and financial stability. In this segment the people with high income are the most numerous, even though in their own perception they do not define themselves so. Two thirds are 25 to 54 years old. Their way of life is reflected in the lively and upbeat musical styles they listen to – dance, pop, disco. They are aware of the market propositions, read the labels, like the entry of new brands and use commercials for reference, without fully trusting them.

The happiest type of Bulgarians is definitely that of Reformers. They are self-confident, have fun and develop, find their income sufficient, define themselves as modern and are embrace changes. Most of the time you can find them outside: in cafes, at concerts, in the fitness or at the sport playground. They are open to the world individualists and the youngest type, nearly 2/3 are up to 34 years old. Reformers find pleasure in shopping and would buy on credit. In the choice of a brand they look at quality, advertising has influence on them and friends would often turn to them for advice.

The type of Popular feel liked and accepted by a large circle of friends and acquaintances. They follow the fashion trends and have interest in technology. Financially are secured. Internally they are restless, unsatisfied by what they have achieved so far and by their family life. The majority are up to 54 years old, 30% – up to 24. They often eat out, visit cafes and have lots of hobbies. Listen to rebellious music. Love to shop, even on credit, but moderately. Not suspicious to advertising but not patient to watch the whole commercial break.