Psychographic segmentation variables play an important role when a marketer targets the market with a foundation in psychology. The psychographic segmentation variables are the factors that help a marketer to determine and divide the customers into different segments or categories based on their psychological characteristics such as personality, interests, attitudes, values, preferences, etc. Segmentation involves researching customer’s interests and hobbies by identifying their behaviors, characters, and beliefs. This further supports the marketer to focus on marketing campaigns because it is easy to predict customers’ responses with the analysis of psychological factors. The division of the market occurs into different subsets according to the psychological characteristics of customers to better understand their needs, demands, and preferences. Psychographic segments use some variables to determine, categorize customers into different segments and know the influence of customers or user’s actions on marketing activities. To create brand personality and product image in the market, many brands use psychographic segmentation with the help of variables such as Apple because this Segmentation makes the marketing processes easy and relatable.
Psychographic Segmentation Variables
Personality: Personality trait is a useful variable to identify the choices of customers in the market as people are more likely to purchase items that align with their personalities. When a company needs to create marketing campaigns and ads, the types of personalities affect customers’ perception of how they perceive the companyâ€™s advertisements. Based on personality variables, psychographic segmentation divides customers into emotional, introverted, extroverted, friendly, and opinionated categories that help the company to create the right brand personality in the market by identifying the character of target customers.
Social Status: Every social class prefers different products and services. There is a difference in their eatables and attires according to the social class that belong to directly or indirectly.
For example, customers who belong to the upper class or crust of the society prefer luxurious items and advanced styles. Still, middle and lower-class people place more priority on necessities, useful, utility goods, etc. This variable helps the company when they move forward to launch a new product in the market.
Lifestyle: Customers also consider those products which highly fitted into their lifestyles and they make pursing decisions according to their lifestyle choices such as some people do not consume any form of alcohol in their lifestyle, and if a company targets this kind of people to market their alcohol-based products then it will not work well.
Interests and Opinions: Customersâ€™ hobbies, interests, and opinions influence their preferences which help the company to understand their tastes and likings to make their products and services successful in the market.
For example, children engage in many sporting activities. Still, adults or youth play certain games which provide the company an idea that they can make any type of sporting games, toys, or other sports products for small children. Still, they have to understand the interests and opinions of adults to finalize their sporting products according to the games which are liked by most of the individuals in a specific area.
Attitudes: This variable is very tricky and complex to understand as it is the combination of the religious and cultural backgrounds, which are wider elements to identify the target market.
There is a difference in the attitude of individuals according to their backgrounds and their preferences are also influenced by their class, background, and how they relate with othersâ€”understanding this variable or customersâ€™ positive and negative attitude assists the company in the formation of its marketing strategies.
Difference between Psychographic and Behavioral Segmentation Variables
Sometimes both psychographic and behavioral segmentation use interchangeably but there are some differences in the marketplace between both segmentation that are as follow:
Behavioral segmentation variables involve different types of actions and behaviors of customers in the market to identify the target audience but psychographic variables include customersâ€™ lifestyles and interests as major variables.
Behavioral variables depend on the usage rate, benefits of products that customers sought, the status of users that how their actions and interactions in the marketplace influence their choices. In contrast, psychographic variables communicate to the company how the thoughts, feelings, and perception of customers influence their choices.
Psychographic segmentation can use behavioral data and variables to understand the perceptions of consumers. Still, behavioral segmentation does not consider psychographic data and variables to understand customersâ€™ actions in the marketplace.
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