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 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

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.