Psychographic segmentation is a type of market segmentation that pays attention to lớn consumers" perceptions, thoughts, & beliefs & also utilizes this data to lớn create customer segments. It is an important process that bridges the gap between consumers" psychological dispositions & your hàng hóa.
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This type of market segmentation can be traced khổng lồ the VALS framework developed by Arnold Mitchell in 1980. The VALS mã sản phẩm understudies the values, attitudes, & lifestyles of consumers, and leverages this data for market retìm kiếm. It is commonly referred lớn as the background of psychographic segmentation.
The dynamics informing psychographic segmentation are easy & relatable. As with everything else, you"re more likely to lớn make the right business decisions when you not only know who your customers are; but also have a fair idea of how they think.
In psychographic segmentation, you would encounter questions like:What motivates my customers?What principles vì my users have?What are their inherent beliefs?What drives users to lớn make conscious and/or unconscious decisions?
When you have the right answers to these questions, you become better equipped to lớn predict consumers" behaviors and this results in more strategic marketing for your business. Psychographic segmentation, just like other types of market segmentation, helps you make objective sầu sale decisions.Why Use Psychographic Segmentation?
Psychographic segmentation plays an important role in sale as it helps you lớn emphasize the value of your product for different consumer categories. This makes your sản phẩm multi-dimensional & as a result of this, you can attract different types of users và exp& your customer base.
Top brands lượt thích Apple, utilize psychographic segmentation khổng lồ create a br& personality that fits inlớn the perception of their users. With psychographic data, Apple can communicate luxury, minimalism, and class lớn its target audience và also create kinh doanh strategies for the different psychographic segments.Examples of Psychographic Segmentation in MarketingLet"s consider a jewelry br& that giao dịch with customized accessories. First, jewelry is a luxury cống phẩm that readily appeals to individuals in the upper class who have high purchasing power; that is, persons whose social class & income levels can afford such luxury.
To identify customers who need this sản phẩm, you would need lớn carry out psychographic segmentation. Here, you"d identify different psychographic segments using variables lượt thích social status and purchasing power. With this, you"d be able to lớn identify high-income customers who also belong to lớn the upper class.
Another example of psychographic segmentation in sale can be drawn from an organization that makes plant-based processed food. This product primarily appeals lớn individuals who observe a particular lifestyle; that is, vegetarians or pescatarians.
Hence, you need lớn deploy psychographic segmentation to lớn categorize consumers inkhổng lồ different segments based on their lifestyle choices. Once this is done, you are better equipped lớn come up with different marketing campaigns for the relevant segments.Products lượt thích baby food và diapers also have sầu a specific target audience; that is, families and new parents. These segments can be further categorized using consumer preferences and in line with the different uses of your product.Psychographic Segmentation Variables
Psychographic variables are the factors that help you to lớn identify và split your customers into lớn different categories. Let"s dive in and get familiar with a few of them.Personality: Personality traits play a big role when it comes to lớn the choices of your target market. This is because consumers are less likely lớn purchase items that bởi not align with their personalities & vice versa. For example, an introverted person may not eagerly jump on a Friday night clubbing giảm giá khuyến mãi.
As an organization, you must consider customers’ personalities when creating sale campaigns and targeted ads, as personality type also affects how customers perceive your advertisements. Common personality types in psychographic segmentation include creative sầu, emotional, friendly, opinionated, introverted, & extroverted.
Understanding the personalities of your target audience also helps you create the right brand personality for your business and communicate this with your sản phẩm. For instance, if your target audience primarily exudes the aura of being bold & in control, you can craft a hàng hóa tag line that reflects this.Lifestyle: Customers also consider how your product fits into their lifestyle choices before making a purchasing decision. For example, creating a liquor variant of your hàng hóa may not work well if your target market consists of individuals who vị not take alcohol in any size.
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Many fashion brands leverage lifestyle segmentation lớn boost sales, & this even reflects on the kind of makes they assign khổng lồ clothing lines. For example, the "Digital Nomad" fashion line primarily appeals lớn young freelancers who prioritize their casual comfort as they work from trang chủ.Social Status: This is a very important variable in psychographic segmentation as every social class has its product preferences. This means that what people eat, wear or even choose khổng lồ associate with, largely reflects the social class they belong to; whether directly or indirectly.
Individuals who belong to lớn the upper crust of the society may prefer lớn use ostentatious items that communicate luxury, style, and class while individuals in the middle and lower classes may prioritize functionality over class or style. For instance, a luxury car br& would have elites as its target market because these individuals can afford such luxury.
If you"re targeting a specific market nibít, you must understand the social class that is prevalent there, và then modify your product to lớn communicate value khổng lồ this social class. The haông xã is khổng lồ understand that while your hàng hóa can be great, it may not necessarily appeal to all social classes.Activities, Interests, and Opinions (AIO): The hobbies, interests, & opinions of the target audience can help you understvà their preferences and what appeals khổng lồ them. This information comes in handy when it is time lớn map out the buyer personas for your sản phẩm or service.
You"ve sầu probably noticed that certain businesses have sầu ads that revolve sầu around similar activities and interests – may be children engaging in sporting activities or adults playing certain games. This is because these organizations know the activities that resonate with the audience’s lifestyle, và want khổng lồ show how their sản phẩm or service complements this.
Depending on the preferred activities, hobbies, and interests of your target audience, you can determine their preferred products, features, and services, and build sale strategies lớn cater to these. Nonprofits also leverage AIO segmentation khổng lồ identify their target audience. You can use a Likert scale to lớn collect data for this variable.Attitudes: This is a combination of the religious and cultural backgrounds of your target market. This psychographic variable is somewhat tricky & complex because every consumer has a different attitude & worldview as influenced by his or her background. Regardless, you can still use this variable lớn maps out different segments in your target market.
Attitude complements other psychographic segmentation variables like lifestyle & personality. For instance, people who belong lớn the upper class may display affluence and class in how they act & how they relate with others. You need khổng lồ keep this at the back of your mind as you create a sale strategy for your hàng hóa.Psychographic vs Behavioral SegmentationDefinition: Psychographic segmentation is the process of breaking your target market inlớn segments based on their lifestyle & interests. On the other h&, behavioral segmentation is the act of placing customers into lớn different categories based on their actions and behaviors in the marketplace.Variables: Psychographic variables include lifestyle, attitude, personality, and values while behavioral variables include benefits sought, the user status, và usage rate. Psychographic variables communicate how thoughts and perceptions influence choices while psychographic variables communicate how marketplace actions affect purchasing decisions.Uses: Psychographic segmentation helps you lớn understand how consumer choices are influenced by thoughts, feelings, và perceptions while behavioral segmentation helps you understand how marketplace interactions influence consumer choices.Examples: Psychographic segmentation examples include luxury items & articles that appeal to a particular lifestyle such as vegetarians và pescatarians. Examples of behavioral segmentation include choosing one sản phẩm over another due to lớn variation or functionality.Psychographic segmentation may make use of behavioral data lớn understvà the perceptions and preferences of consumers. On the other hvà, behavioral segmentation does not depkết thúc on psychographic data to lớn understand how consumers act in the marketplace.Top Form Templates for Psychographic SegmentationAdvantages of Psychographic SegmentationPsychographic segmentation explores unique personal factors that drive sầu consumers" purchasing decisions. This helps you to underst& your target market better và create a more holistic kinh doanh approach.It is an important tool for discovering the motivations behind consumers" decision making.With the psychographic data, you would be better equipped to create targeted marketing campaigns for different customer segments. This means you would be able khổng lồ show how your product provides value for different users.It is also useful for product repositioning; that is, helping you to lớn communicate the value of your hàng hóa to lớn multiple audiences.Because psychographic data đơn hàng with personality traits that are formed over time, it is relatively stable unlike other types of market research data. This means that you can create lasting marketing strategies using psychographic variables.It is a viable method for tracking consumer behaviors. You would be able lớn measure market trends and see how your hàng hóa fits inkhổng lồ this.Breaking your market into psychographic segments provides higher returns on investment for your business in terms of higher sales volume và profit.It helps you to create customer-centric products và communicate messages that resonate with the subconscious needs of your audience.Conclusion
Many times, getting to lớn know what your target audience wants and how they feel seems like some far-fetched telepathic skill. With psychographic segmentation, however, you can become a mind reader and create sale campaigns & strategies that fit into the psychographic patterns of your customers.
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In this article, we"ve sầu discussed psychographic segmentation in detail; touching on its definition, examples, và variables for market retìm kiếm. With the tips we"ve sầu discussed in this post, you would be able lớn leverage psychographic data effectively for your business success.
Chuyên mục: ĐỊNH NGHĨA