Georgian Online Shops by the model – measuring consumers’ major AIO dimensions—activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products)

Ana Vepkhviashvili

AIO or Activities, Interests and Opinions are parameters based on which customers are grouped under psychographic segmentation. AIO facilitates in understanding the attitudes, motives, needs and perception regarding a product or a brand based on the customer’s activities, interests and opinions. Marketers use lifestyle segmentation and studies to plan their product or service better, so that it is in line with the consumer lifestyles.

As for the lifestyle of the customer of Georgian Online Shops by the model of AIO, Georgian online stores were used by almost all sectors of the society last year, Last year was quite challenging and full of challenges because of COVID – 19. It is this situation that has significantly increased both the number of online stores and the quality of service, but the crisis situation is slowly easing, and consumers of online stores will no longer be as active as was before, so marketing involvement and target audience needs to be identified. One way to do this is a model of AIO.

Online shopping enthusiasts are mostly people who have a busy schedule and are unable to shop often. For example, those who are actively working. These types of people are mainly interested in the food because it is difficult to have an inappropriately busy work schedule and cooking. Also, Georgian online shopping users often use foreign sites because it is impossible to see some products on the Georgian market, such people may be those who are trying to start a new business, also people who are interested fashion many brands have an online store so subscribing to such sites is common in clothing or accessories, Or people interested in education (students, teachers, lecturers) in general, it is difficult for students to find materials in Georgian, so they are forced to subscribe to materials from Amazon or similar sites. Consumers of online stores can be defined by economic status because shopping in online stores is mostly cheaper.

This type of research has many advantages for example: defining the target market, create a new view of the existing market, position the product, communicating product attributes in better way. This kind of segmentation is also important to decide on the message to be communicated in advertising the product or service to the target customers. Activities, Interests, and Opinions (AIO) are a person’s characteristics used by market researchers to construct the individual’s psychographic profile in their research. An individual’s AIO is typically unearthed by researchers through their responses to statements or questions in a survey.