Login

Psychographic Segmentation in Marketing: Definition & Examples

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Unique Selling Proposition (USP): Examples & Definition

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:00 Definition
  • 0:17 Conceptual Framework
  • 0:46 Examples
  • 2:02 Lesson Summary
Add to Add to Add to

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Login or Sign up

Timeline
Autoplay
Autoplay
Create an account to start this course today
Try it free for 5 days!
Create An Account

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Shawn Grimsley
Purchases often relate to lifestyles and interests. In this lesson, you'll learn about psychographic segmentation in marketing and be provided some examples. You'll also have a chance to take a brief quiz after the lesson.

Definition of Psychographic Segmentation

Psychographic segmentation is dividing your market based upon consumer personality traits, values, attitudes, interests, and lifestyles. Segmentation will allow you to better develop and market your products because there will be a more precise match between the product and each segment's needs and wants.

Conceptual Framework

People have different interests, attitudes, and traits. For example, some people really care about the environment, while other people don't. Some people are very fitness and health conscious while others are foodies. Some people take sports very seriously, while some just want to have some fun on the weekends. Psychographic segmentation occurs when you break your market down along these interests and attitudes so you can market the appropriate product to each segment of the market.

Examples of Psychographic Segmentation

You are the president of an automobile company and decide to segment your market into consumers who are interested in luxury, consumers who are interested in practicality, and consumers who are interested in the environment. You focus your product design and marketing of luxury sedans on one segment, station wagons and SUVs on another segment, and your electric hybrids on the environmentally-conscious market segment.

You produce and distribute organic foods. You segment your market into consumers who purchase organic foods for the sake of the environment, consumers who purchase organic food for health reasons, and consumers who purchase organic foods because it's the latest thing. You direct your advertising of organic foods to appeal to the unique values of each of these segments.

To unlock this lesson you must be a Study.com Member.
Create your account

Register for a free trial

Are you a student or a teacher?
I am a teacher
What is your educational goal?
 Back

Unlock Your Education

See for yourself why 10 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back

Earning College Credit

Did you know… We have over 95 college courses that prepare you to earn credit by exam that is accepted by over 2,000 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it free for 5 days!
Create An Account
Support