Скачать или смотреть CBSE Marketing Class 11 Chapter 3 Segmentation, Targeting and Positioning

Psychographic Segmentation. Psychographic segmentation examines mental characteristics and predispositions connected with purchasing habits. It is related with similarity of values and lifestyles. It is concerned with the interests, activities and opinions of consumers, and is often related to life styles. Consumers buy things because of the personality, lifestyle and the consumer values they hold.
Personality Characteristics: Advertising agency, Young & Rubicam has classified customers into different segments. The segments are Mainstreamers (not to stand out of crowd), Reformers (creative and caring, many doing charities, and buying private labels), Aspirers (young, ambitious, and keen to get on, and buy latest designs and models), and Success Achievers (achieved in life, feel no need for status symbols or bother for what people will say). Companies marketing cigarettes, liquor, cosmetics and high priced watches create a personality for the brand to match it with the personality of the customer.