A psychographic segmentation of the Bulgarian consumer

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.