SINUS milieu model

SINUS-Milieu-Modell - A segmentation approach that systematizes consumers based on their attitudes, values and lifestyles and summarizes them into social milieus. The model developed by the Heidelberg market research institute SINUS assumes that the social milieus in which consumers grow up determine their consumer behavior and groups people into groups who are similar in their outlook and way of life.

In a total of ten different social milieus, people are described on the basis of their basic value orientations, everyday attitudes towards work, family, leisure time and money and consumption. This approach not only offers a holistic description of people, but it also supports the development of consistent marketing concepts from communication to product and pricing to sales channel policy.

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