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

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 instrument 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

Objectives and Key Themes

The main objective of this master's thesis is twofold: first, to provide a comprehensive explanation of the Semiometrie method for psychographic target group analysis; and second, to apply this method to analyze the target groups of Adidas, Nike, and Puma in the German sports fashion market. The thesis aims to offer insights into the values and attitudes of these target groups, going beyond traditional socio-demographic analyses.

• A detailed explanation of the Semiometrie methodology.
• Psychographic profiling of Adidas, Nike, and Puma consumers.
• Comparison of Semiometrie with other target group segmentation models (e.g., socio-demographic and Sinus-Milieus).
• Identification of the optimal media channels for advertising campaigns targeting each brand's consumer segments.
• Analysis of the relationship between psychographic and socio-demographic characteristics of the target groups.

Chapter Summaries

1. Introduction: This chapter introduces the master's thesis, outlining its structure and background. It highlights the increasing importance of precise target group identification in increasingly homogenous markets, particularly within the sports fashion industry. The chapter then introduces the Semiometrie method as a potential solution, detailing the thesis's structure and outlining the content of each subsequent chapter.

2. Theoretical Background of the study: This chapter provides a detailed explanation of the Semiometrie method, beginning with its origins and basic principles. It elaborates on the method's foundation in semiotics and statistics, highlighting its ability to identify the subconscious values and attitudes influencing consumer behavior. The chapter also distinguishes Semiometrie from other typological models and explains the method's theoretical framework and practical application, including survey design and analytical tools.

3. Differentiation of selected models: This chapter compares Semiometrie to other target group segmentation models, specifically socio-demographic analysis and Sinus-Milieus research. While acknowledging the limitations of socio-demographic approaches, the chapter demonstrates the complementary relationship between Semiometrie and socio-demographic data. It highlights the advantages and disadvantages of each model, emphasizing Semiometrie's capacity for deeper, more nuanced insights into consumer values and motivations.

4. Concept of research design: This chapter lays out the research design for the empirical study, outlining the five-phase process: definition, design, field, analysis, and communication. It details the problem formulation, defining the target groups for Adidas, Nike, and Puma according to the Brand Pentad (main user, user, relevant set, brand affinity, brand awareness). The chapter also explains the development of hypotheses and the chosen research instruments, emphasizing the use of a pre-existing panel of respondents for cost-effectiveness and the rationale behind a written questionnaire approach.

Keywords

Semiometrie, psychographic target group analysis, consumer behavior, Adidas, Nike, Puma, Brand Pentad, Program Triad, Value Fields, socio-demographic data, media planning, target group segmentation, Germany, qualitative market research.

Master Thesis: Psychographic Target Group Analysis of Adidas, Nike, and Puma using Semiometrie

What is the main objective of this master's thesis?

The thesis aims to comprehensively explain the Semiometrie method for psychographic target group analysis and apply it to analyze the target groups of Adidas, Nike, and Puma in the German sports fashion market. It seeks to provide insights into consumer values and attitudes beyond traditional socio-demographic data.

What methodology is used in this thesis?

The primary methodology is Semiometrie, a psychographic approach focusing on uncovering subconscious values and attitudes that influence consumer behavior. It's compared and contrasted with socio-demographic analysis and Sinus-Milieus research.

Which brands are analyzed in this thesis?

The thesis analyzes the target groups of three major sportswear brands: Adidas, Nike, and Puma, focusing on their consumer segments within the German market.

What are the key themes explored in the thesis?

Key themes include a detailed explanation of the Semiometrie methodology; psychographic profiling of Adidas, Nike, and Puma consumers; comparison of Semiometrie with other target group segmentation models; identification of optimal media channels for advertising; and analysis of the relationship between psychographic and socio-demographic characteristics.

How is the Semiometrie method explained in the thesis?

The thesis provides a detailed explanation of Semiometrie, covering its origins, basic principles (including semiotics and statistics), theoretical framework, practical application, survey design, and analytical tools such as the Brand Pentad, Program Triad, and 14 Value Fields.

How does the thesis compare Semiometrie to other methods?

The thesis compares Semiometrie to socio-demographic analysis and Sinus-Milieus research, highlighting the advantages and disadvantages of each method and demonstrating how Semiometrie offers deeper insights into consumer values and motivations.

What is the research design of the empirical study?

The research design follows a five-phase process: definition (problem formulation, target group definition), design (hypothesis creation, research instrument, sample size), field (data collection), analysis (data processing and interpretation), and communication (report writing). A pre-existing respondent panel and a written questionnaire were utilized.

What are the key findings and analysis presented in the thesis?

The analysis phase presents results for Adidas, Nike, and Puma, interpreting findings from the Two-Dimensional Reference Map, Brand Pentad, Value Fields, and general positioning in relation to TV broadcasters and programs. The results are also interpreted in interaction with socio-demographic data.

What are the key keywords associated with this thesis?

Key keywords include Semiometrie, psychographic target group analysis, consumer behavior, Adidas, Nike, Puma, Brand Pentad, Program Triad, Value Fields, socio-demographic data, media planning, target group segmentation, Germany, and qualitative market research.

What is the overall structure of the thesis?

The thesis is structured into six chapters: Introduction, Theoretical Background, Differentiation of Selected Models, Concept of Research Design, Reporting and Interpretation of Results, and Conclusion. Each chapter is summarized within the thesis itself.