Psychographic Segmentation in Marketing: Definition & Examples

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  • 0:00 Definition
  • 0:17 Conceptual Framework
  • 0:46 Examples
  • 2:02 Lesson Summary
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Lesson Transcript
Instructor: Shawn Grimsley

Shawn has a masters of public administration, JD, and a BA in political science.

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.

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