For instance, a psychographic segment might be women interested in sports. This way, the manufacturer can produce shoes the cater to every lifestyle, i.e. Personality Marketers may try to gain specific data points with market research using things like surveys and focus groups. This is a two-stage process: 1. Psychographic segmentation may make use of behavioral data to understand the perceptions and preferences of consumers. For instance, people who belong to the upper class may display affluence and class in how they act and how they relate with others. You must make sure the participants possess knowledge about the subject. Do you tend to use [product category] on your own or when in the company of others? This helps them identify what personality traits they have in common, which further helps them customize their advertisements/marketing to provide them with the most valuable experience. For example, elitists would generally prefer solitaires, luxury cars, holiday homes, etc. These parameters are called AIO (Activities, Interests, and Opinions). At what time of day do you use [product name] most often? A better understanding of consumer behaviour is a key objective of any business, and so it is for chocolate businesses. Youll be able to gather a wide demographic selection of people with diverse backgrounds. that will help you gain insights into the audiences personas. They can also evaluate the same variables for their competitors target market as well for the better selection of a market for their branding activities. With this, you'd be able to identify high-income customers who also belong to the upper class. These demands and expectations evolve with time and customer understanding also evolves with an increase in family income or age or any other demographic examples. Psychographic segmentation has a much higher strategic value in the competitive era. But, product resources can be saved if segmentation is done on the basis of lifestyle, product development can be made more credible. The geographic areas from where the most and the least customers visit your website and purchase products/services.
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