PSYCHOGRAPHIC BASED

SEGMENTATION

PRESENTED BY
 WHAT IS PSYCHOGRAPHIC
SEGMENTATION ?
Grouping customers based on Psychological factors
Personalities
Lifestyles
Beliefs
Hobbies
Social position
Questions that matter for psychographic
segmentation?
What principles do the consumers
What motivates the consumers?
have?

What drives users to make conscious

What are the inherint belifs? and unconscious decisions?
Basically "it is important to recognize your clients as
persons and not just as consumers of your brand".
Source: Indian Times
Traditionally Today
Demographic Psychographic
segmentation segmentation

Beliefs
Age
Lifestyles
Income
Behavior
Gender
Social position
Family Size

Today, demographics alone fail to give a holistic

picture of the segment
 LET US LOOK AT
SOME EXAMPLES
KELLOGG'S
"Nourishing families so they can flourish and thrive"

Kellogg's offers healthy and delicious

breakfast options.
They appeal to health-conscious
parents who want the best nutrition
for their kids. By connecting food
with learning.
BMW
"The ultimate driving machine"

BMW caters to people at the

height of their careers, who have
upper-social status and
appreciate quality masterpiece
automobiles.
BMW combines status and
pleasure.
HARLEY DAVIDSON
"American by birth. Rebel by choice"

Harley Davidson targets

motorcycle riders who seek a
lifestyle brand that embodies
rebellion and individuality.
WHY
PSYCHOGRAPHIC
SEGMENTATION IS
IMPORTANT?
 Deeper More targeted Improved customer
understanding of marketing loyalty
customer needs
Competetive Better resource
advantage allocation
 "Now a day's people are not bounded by
demographics they are more driven by the
psychographic variables"

Reason
"The human behavior like purchase behavior is driven by the
internal psycho of the human being. People behave according to
their internal personality."
Source: IJFPSS
With psychographic segmentation, stakeholders

can tailor their strategies based on their

customers desire.

Determine different target markets.

Reduces cost of advertising and increases the

profits.
 PSYCHOGRAPHIC
SEGMENTATION VARIABLES
 PERSONALITY
Consumers are less likely to buy an item that does not
align with their personalities.

Some of the personality traits are:

Openness - broad range of interest.
Conscientiousness - high level of thoughtfulness.
Extraversion - outgoing.
Agreeableness - trustworthy
Neuroticism - emotional stability
 ADVENTUROUS,
BOLD, RESILIENT
PERSONALITY

" Gear Up For Adventure"

LIFESTYLE

A Coffee company may find a

segment of customers who follow an
active or health-conscious lifestyle
and can promote metabolism-
boosting drinks
 Healthy lifestyle

"FEEL PURE
GOOD"
SOCIAL STATUS
Social status drives buying
behavior.
A luxury brand will target only
the elitists not the middle
class.
 Upper-middle class

Chanel has a section on its website

devoted to "haute couture"
ACTIVITIES, INTERESTS AND OPINIONS
Grouping individuals based on the
activities they enjoy
interest they have
opinions they possess.

Activities and interests show where customers spend time and money.

Opinions are strong indicators.

 People who enjoy sports, people
who play or even watch or talk
about sports

"Lets do it"
ATTITUDES
Attitudes reveal motivators and
preferences.
Customers have different attitudes
toward pets.
Attitudes impact buying decision of
someone who loves dogs and would
be more likely to purchase premium
pet foods.
 People who have a
good attitude
towards a pet

"Feel the good"

 Cons of Psychographic Segmentation

Psychographic data Concerns about Costly to get insights.

is hard to get and privacy and getting
difficult to analyze. permission to
gather the data.
LUXURY Environment
Off-road travel
Friendly

ACTIVITIES AND
SOCIAL STATUS ATTITUDE AND
INTEREST
OPINION

TS 371 SG