Question

Frank decided to use demographic segmentation for his new business, however heard that demographic segmentation is not always sufficient enough. You think he should consider psychographic segmentation. Explain to Frank what the different variables and dimensions are of psychographic segmentation.

Answer 1

Psychographic segmentation divides a population based on psychological characteristics, lifestyle choices, attitudes, interests, and beliefs. Variables include personality, values, lifestyles, and attitudes.

Step-by-step explanation:

Psychographic segmentation is a marketing technique that divides a population into different groups based on their psychological characteristics, lifestyle choices, attitudes, interests, and beliefs. It goes beyond demographic segmentation by considering the motivations and values that drive consumer behavior.

The variables and dimensions of psychographic segmentation include:

• Personality: This refers to the individual's unique set of traits, behaviors, and characteristics.
• Values: These are the fundamental beliefs and principles that guide an individual's behavior and decision-making.
• Lifestyles: This includes the activities, interests, and opinions that reflect an individual's way of life.
• Attitudes: These are the general evaluations and feelings individuals have towards certain products, brands, or concepts.