PsychoGraphic Segmentation In Marketing What Is It And Why It's Useful

Cover Segmentation psychographique Définition, variables et exemples (1200x628)

Table of Contents

1. What is Geographic Psychographic Segmentation?
2. How is Demographic Psychographic Segmentation Used?
3. What is Behavioral Psychographic Segmentation?
4. What is Attitudinal Psychographic Segmentation?
5. How is Lifestyle Psychographic Segmentation Applied?

What is Geographic Psychographic Segmentation?

Geographic psychographic segmentation is a type of market segmentation that divides consumers based on their location, climate, region, and culture. This type of segmentation is especially useful for businesses that sell products or services that are specific to certain regions or cultures.

For example, a company that sells winter clothing would benefit from knowing the climate of each region and the buying habits of consumers in those regions. This way, the company can tailor its marketing and product offerings to better suit the needs of each region.

Another example is a restaurant chain that has locations in different countries. By understanding the cultural differences between each location, the chain can adjust its menu and marketing to better appeal to each region’s unique tastes and preferences.

How is Demographic Psychographic Segmentation Used?

Demographic psychographic segmentation is a type of market segmentation that divides consumers based on their demographics, such as age, gender, income, education, and occupation. This type of segmentation is commonly used by businesses to create marketing campaigns that are targeted towards specific groups of consumers.

For example, a company that sells luxury watches might target its marketing towards high-income consumers who are over the age of 40. By understanding the demographics of its target market, the company can create marketing campaigns that are more likely to resonate with its intended audience.

Another example is a company that sells children’s toys. By understanding the age and gender of its target market, the company can create products and marketing campaigns that are tailored to the interests and preferences of children in that age group and gender.

What is Behavioral Psychographic Segmentation?

Behavioral psychographic segmentation is a type of market segmentation that divides consumers based on their buying behavior, such as their purchase history, brand loyalty, and buying frequency. This type of segmentation is useful for businesses that want to understand the motivations and preferences of their customers.

For example, a company that sells skincare products might analyze its customers’ purchase history to identify patterns in their buying behavior. This data could then be used to create targeted marketing campaigns that promote products that are likely to appeal to each customer based on their previous purchases.

Another example is a company that offers a loyalty program. By tracking their customers’ participation in the program, the company can identify its most loyal customers and create targeted marketing campaigns or exclusive offers to reward their loyalty and encourage repeat business.

What is Attitudinal Psychographic Segmentation?

Attitudinal psychographic segmentation is a type of market segmentation that divides consumers based on their attitudes, beliefs, and values. This type of segmentation is useful for businesses that want to create marketing campaigns that resonate with their customers on a deeper level.

For example, a company that sells eco-friendly products might target its marketing towards consumers who value sustainability and environmentalism. By understanding its customers’ attitudes and values, the company can create marketing campaigns that appeal to those values and resonate with its target audience.

Another example is a company that offers luxury travel experiences. By targeting consumers who value luxury and exclusivity, the company can create marketing campaigns that emphasize the unique and high-end nature of its offerings.

How is Lifestyle Psychographic Segmentation Applied?

Lifestyle psychographic segmentation is a type of market segmentation that divides consumers based on their interests, hobbies, and activities. This type of segmentation is useful for businesses that want to create marketing campaigns that appeal to the lifestyles and preferences of their target audience.

For example, a company that sells outdoor gear might target its marketing towards consumers who enjoy hiking, camping, and other outdoor activities. By understanding its customers’ lifestyles and hobbies, the company can create marketing campaigns that appeal to their interests and resonate with its target audience.

Another example is a company that offers fitness classes. By targeting consumers who are interested in health and fitness, the company can create marketing campaigns that promote the benefits of its classes and appeal to the lifestyles of its target audience.

Conclusion

Psychographic segmentation is a powerful tool that businesses can use to better understand their customers and create marketing campaigns that resonate with their target audience. By dividing consumers into different groups based on their location, demographics, behavior, attitudes, and lifestyle, businesses can create more effective marketing campaigns that are tailored to the unique needs and preferences of each group.