classifies people based on psychological and lifestyle traits such as attitudes, habits, interests and opinions.
Through customer analytics, they determine exactly who their best customers are--using variables like demographic information, psychographics
, purchasing behavior and online and offline media preferences--and develop a detailed customer profile that can be used in a variety of ways.
have three components namely attitude, interest, and opinion (AIO).
However, Demby (1974) offered the definitional differences for psychographics
from other psychological variables that it is the application of behavioral concept to market research; quantitative research process made use of psychological variables to predict consumer behavior and characteristics of consumers in response to products and marketing activities.
Yet while psychographics
hasn't totally won over retailers in Manhattan, its use in the outer boroughs is becoming more common -- especially in changing areas of Brooklyn and Queens.
In addition it enables advertiser access to specific psychographics
and includes vertical networks such as music, gossip, entertainment and action sports.
Lifestyle segmentation and psychographics
are also playing an increasing role in site selection.
Demographics as well as psychographics
are also considered.
The company pioneered the use of demographics, psychographics
, drive time analysis and lifestyle characteristics for research purposes.
And industry employees might find that their spouses and children are much more sympathetic toward--and scared of--them than ever before as they watch mindless arguments about product cadence and market psychographics
morph into cartoon violence.
The problem is that even though individuals in a specific demographic category share some common characteristic, such as age, sex or income, the psychographics
of these groups--their values, motivations and beliefs--are not homogeneous.
Too many marketers choose to ignore psychographics
and demographics such as income and education levels--the key guides to spending against mainstream audiences--in their valuation of black consumers.