Marketing Management 3(2+1)

Lesson 10 : Market Segmentation

Psychographic Segmentation

• Customers grouped according to life style. Some variable include-activities, interests and opinions (AIO). AIO survey is one tool for measuring life style.
• Lifestyle is a major base in this segmentation. Ex: Wrist watches – these are available on life styles to athletes, mountaineers, adolescents, old age people, children with different features and prices.
• Psychographic segmentation also helps in positioning and repositioning a product because it helps in understanding the pulse of consumer.