Five ways to segment markets include demographic, psychographic, behavioral, geographic, and firmographic segmentation.
Psychography is a qualitative methodology used to describe the characteristics of people based on their psychological attributes. Psychography has been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles.
Because this field of study focuses on activities, interests, and opinions, psychographic factors are sometimes abbreviated as 'AIO variables'.
Psychography is used to study cognitive attributes such as attitudes, interests, opinions, beliefs, and overt behaviors (such as activities).
Individual or community psychographic studies have value in the areas of marketing, demographics, polling, forecasting, and social research in general.
Psychographic attributes include demographic variables (such as age and gender), behavioral variables (such as purchase date and usage), and organizational descriptors such as industry, number of employees, and functional areas (sometimes referred to as enterprise variables). can be compared with.
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