Psychographic Market Segmentation

Psychographic Segmentation

Psychographic market segmentation divides customers according to psychological factors. These include personality, beliefs, lifestyles, and behaviors. These factors are used to predict how customers will react to marketing campaigns.

Psychographic market segmentation is different than demographic market segmentation. Psychographic marketing segmentation focuses on intrinsic and internal characteristics whereas demographic segmentation focuses on visible and quantifiable information.

Psychographic segmentation plays a key role in marketing because it allows you to highlight the benefits of your product to different customer groups. This allows you to make your product more multi-dimensional, which can help you attract different user types and increase your customer base.

Psychographic segmentation refers to the market segmentation based on the following psychographic segmentation variables.


Marketers can keep a group of customers in one segment who share similar personality traits. Marketers offer different goods and services to serve customers with various personality types.

Marketers can find the different personalities of customers such as creative, emotional, friendly, opinionated, introverts, extroverts, etc. Organizations can use these traits to filter their customers in a systematic way.

Customers’ personalities and buying habits are closely related. Businesses must develop products and services that are valuable to customers. This is how they can create a product/service that will be successful.


Baby products and life insurance marketers appeal to the emotional motives of consumers, namely to care for their family members. Subaru and Suzuki appeal to rational motives by appealing to reliability, economy, and dependability. High-status customers are attracted to brands like Cadillac, Jaguar, and Mercedes-Benz.


While lifestyle is an indicator of what people prioritize, it is just as important to understand what motivates people to prioritize. It is possible to paint a picture that matches the priorities of your user and get them to take desired actions.

Lifestyle segmentation is a way to divide people based on how they use their time, what is important to them, what their beliefs are, and other socioeconomic characteristics like income and education. Record stores that specialize in vinyl are targeting young people because they are open to listening to independent labels, and are often proud of their independence from big business.

Beliefs and Attitudes

The cultural and childhood experiences of an individual can influence their attitude. Each customer is unique, and this unique trait of the customer can be used to divide the market.

You can then divide customers based on their beliefs and perceptions. Customers’ beliefs are an intrinsic parameter that can give insight into their fundamental behavior. Every user is unique in their mindset and attitude. Keep this concept in mind while targeting customers in the market.

Social Status

This variable is crucial in psychographic segmentation because every social group has its product preferences. This means that the social class to which people belong, whether directly or indirectly, is reflected in what they eat, wear, and even choose to associate with.

The upper classes are more likely to choose ostentatious items that convey luxury, style, and class, while those in the middle and lower classes might prefer functionality to style or class. A luxury car brand, for example, would target elites because they can afford the luxury.

Benefits of Psychographic Segmentation

Brands can gather and analyze data about the personalities, attitudes, and beliefs of customers to gain insights into their needs, wants, and motivations. This is crucial for creating an experience that consumers find valuable, relevant, and exciting.

Efficient Customization

Segmentation psychographic provides insight that allows for more personalized and relevant customization of products and services as well as communication campaigns and marketing campaigns to target customers.

Effective Customer Knowledge

Psychographic segmentation has the greatest benefit: it allows you to gain a deep understanding of your customers and their buying decisions. It helps to build buyer personas.

Use of Resources

It is possible to save resources by developing new products with greater accuracy. Market segmentation helps to predict consumer preferences and wants accurately. This is true for advertising and brand campaigns. Psychographic segmentation can help you tailor marketing activities to meet your audience’s preferences.

Identify Purchasing Motivation

It is difficult to pinpoint why people buy things. Interest can be used to determine if someone’s motivations for buying goods and services are internal or external.

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