Abstract:

In the western democratic societies of today where mass-produced individualism is prevalent, there is increasing evidence that classical target group segmentation based on sociodemography and conventional typologies, conventional in that they are categorical typologies, do not sufficiently explain consumption nor media-related behaviour. Lifestyle typologies take sociological factors as their starting point and tend to neglect the psychological angle. To ensure a better analysis and understanding of future consumption and media- related behavior a start must be made at a level deeper than the sociological. The results of the Frauen Welten 1 (Women's Worlds 1) study, a representative survey of 3 women of working- age (16yrs - 59yrs), indicated that consideration of sex-role orientation and plurality-consciousness enable subtler differentiation to be made with regard to readership and branded-product users, which in turn has consequences for the positioning of magazines and branded products in the market. For journalists, this offers support and assistance in addressing their readers more directly and more effectively and for the advertising-sales dept, these typologies are an important tool in acquiring advertising.