Describe psychographic segmentation and discuss why marketers use the basis for segmenting markets. List the four psychographic variables commonly used as segmentation bases.
What will be an ideal response?
Age, gender, income, ethnicity, family life-cycle stage, and other demographic variables are usually helpful in developing segmentation strategies but often do not paint the entire picture. Psychographic variables can be used to "flesh out" the consumer description. Psychographic variables alone can be used to segment markets, or they can be combined with other segmentation variables. Psychographic variables include:
| · | Personality |
| · | Motives |
| · | Lifestyles |
| · | Geodemographics |
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