Psychographic segmentation

Psychographic segmentation – divides the buyers based on lifestyle choices and personality characteristic. People buy products that represents and enhances their self-image and portrays their lifestyle choices. Lifestyle can be defined as the choices people make relating to activities they get involved in, interests they have and opinions they share. As a result, marketers produce promotional campaigns that represent those lifestyles and portray them in the most positive light possible.

The usefulness of personality as a segmentation variable is very dependent on the type of product that is being marketed. Where brands are direct manifestation of a personality type and help the self-expression of a buyer, they are more likely to find personality and lifestyle useful way to segment.