Psychographic segmentation

Psychographic segmentation

Psychographic Segmentation will classify or divide the market group based on social class, lifestyles, and personality characteristics. It is based on the assumption that the types of products and brands individuals purchases will reflect that personal characteristics and patterns of living.
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Psychographic segmentation can be categorised by;

THE FOUR Cs
To move away from these very broad audience groups that are difficult to target, market researchers started to categorise audiences in terms of needs and motivation rather than a simple demographic segmentation