Psychographic segmentation examples

Psychographic segmentation examples include luxury goods and products that cater to a specific lifestyle, such as vegetarianism and pescetarianism. However, the decision to select one product over another based on variety or functionality is an example of behavioral segmentation.

Psychographic segmentation examples

Psychographic Segmentation:

Generally, consumers are examined and categorized using the research technique known as psychographic segmentation, which is based on psychological characteristics such as personality, lifestyle, social status, activities, interests, opinions, and attitudes.

However, customers’ views, ideas, and beliefs greatly influence the decisions they make in the marketplace. Further, psychographic segmentation should help you comprehend how these characteristics affect users’ behavior and use this data for your company.

Because it gives marketers access to consumers’ ideas, psychographic segmentation is frequently regarded as the most successful kind of market segmentation. However, you should read this article throughout if you plan to categorize your target market based on psychographic characteristics.

Thus, this kind of market segmentation has its roots in Arnold Mitchell’s 1980 VALS framework. When conducting market research, the VALS model examines consumer values, attitudes, and lifestyles. Also known as the psychographic segmentation background, it is commonly used.

Justification For Psychographic Segmentation:

In marketing, psychographic segmentation is crucial since it enables you to highlight the benefits of your product for various consumer demographics. However, this gives your goods more dimensions, which enables you to draw in a wider range of people and grow your clientele.

Generally, leading businesses, like Apple, use psychographic segmentation to develop a brand personality that meshes with its users’ perceptions. Moreover, apple may convey elegance, minimalism, and class to its target audience and develop marketing strategies for the various psychographic segments using psychographic data.

:arrow_right: Summary:

However, Psychographic segmentation is a type of [market segmentation] ( divides consumers into groups based on psychological traits that influence their purchasing decisions and are influenced by their preferences and way of life. The majority of it is based on “how” people think and “what” they hope to achieve in life.

Psychographics Demographics
Life styles Gender
Attitudes Age
Interests Location
Beliefs Occupation
Personality traits Marital Status
Values Education

Marketing Examples Of Psychographic Segmentation:

  1. Think about a jewelry company that sells individualized accessories. First, jewelry is a luxury good that attracts upper-class people with strong purchasing power or whose social standing and income levels allow them to afford such luxury.

However, you need to segment customers based on their psychographic characteristics to find those requiring this product. Here, you would categorize them into several psychographic groups based on factors like social standing and purchasing power. However, this would enable you to recognize wealthy consumers who are also upper-class members.

  1. Another illustration of psychographic segmentation in marketing comes from a company that produces processed plant-based foods. Individuals that follow a certain lifestyle, such as vegetarians or pescatarians, are the main demographic for this product.

As a result, you must use psychographic segmentation to divide the population into groups according to lifestyle preferences. After completing this, you will be better able to develop various marketing campaigns for the necessary target segments.

  1. Generally, the target market for items like baby food and diapers is families with young children and first-time parents. These segments can be further divided into subgroups based on consumer preferences and the various applications of your product.

Variables For Psychographic Segmentation:

However, psychographic market segmentation must be done because it is essential for business growth. Moreover, every person has different needs and viewpoints. Thus, brands need to connect with their target market based on psychographics and segment the market.

Five psychographic segmentation variables—personality, lifestyle, social status, AIO (activities, interests, opinions), and attitudes—may be used to create homogeneous subgroups for appropriate study.


However, market researchers can undertake a segmentation based on personality to create a group of persons with comparable personality attributes. Thus, it is possible to introduce new goods and services to cater to various personalities. Additionally, we can create new features for the analyzed personalities. The following are a few examples of personality types: creative, passionate, generous, opinionated, introverted, extroverted, etc., aid businesses in the comprehensive consumer filtration process.

Purchase behavior and customer personality are closely related. To create a successful product or service, firms must create goods that benefit customers based on their recurring demands.

An organization can use this psychographic segmentation characteristic to create products that cater to most of its customers’ personalities, increasing sales. Many alcohols, laptop, vehicle, and perfume firms have used their clients’ personalities in the past to improve marketing campaigns.

Should a market researcher inquire about what overall personality would your potential customers have? To comprehend which goods or services best suit their target market and create marketing strategies aligned with that understanding.


If multiple items are to be created for multiple markets, a variety of resources must be invested. However, product creation may be made more credible while conserving resources by segmenting the market based on lifestyle.

For instance, if a shoe maker plans to create shoes for a variety of consumer segments, including sports, office workers, students, etc. segmenting customers into groups based on their preferred formal shoes, their preference for cycling or jogging, and similar criteria.

The manufacturer will be able to create shoes that suit all lifestyles, including likes and dislikes, which will aid in creating a brand that creates shoes for every market segment based on lifestyle.

Social Status:

People’s decisions and the goods they use are often influenced by their social standing (in general). However, every social class has a different selection of accessories, footwear, food, automobiles, electronics, etc. For instance, elitists favor solitaires, expensive vehicles, vacation homes, etc.

An elitist-only brand of luxury cars would not target the middle class. This form of segmentation can be useful for businesses with specialist products or services that aren’t appropriate for all socioeconomic classes.

Activities, Interests, And Opinions:

This psychographic segmentation is based on what activities the customers have a propensity for, what subjects pique their intense interest, or what opinions they have about particular issues. These are AIO parameters (Activities, Interests, and Opinions).

The popular activity here is viewing internet shows, whether comedies or thrillers. Some viewers enjoy watching stand-up comedies, while others prefer Narcos or Wild Wild Country. A researcher can identify Characteristics Of Attitude, identify preferred items and services based on the chosen activity, and develop marketing plans to address a range of activities, interests, and viewpoints.


Their upbringing and cultural background shape a person’s attitude. Each potential consumer’s attitude will vary, which might be a factor in psychographic segmentation.

Further, customers are divided into groups according to their views and attitudes. An intangible factor called attitude might reveal a customer’s fundamental character. A consumer from a high-income group will enjoy dining at upscale establishments and driving a Mercedes Benz. At the same time, someone from a middle-class background will be more concerned with saving a few more dollars than with extravagance.
When determining the target market for a future product feature or a new product, a marketer must consider these considerations.

Four types of Consumer Market Segmentation:

Geographic Demographic Psychographic Behavioural
Nations Family Life Style Occasions
Countries Education Social Class Usage rate
Cities Income Personality User status
States Age Loyalty

:arrow_right: Summary:

However, psychographic segmentation can help you understand your client’s demands more deeply.

Psychographic Vs. Behavioral Segmentation:


Psychographic segmentation divides your target market into groups according to their interests and way of life. Contrarily, behavioral segmentation involves classifying clients according to their activities and behaviors in the marketplace.


Behavioral variables include advantages sought, user status, and usage rate, whereas psychographic variables include lifestyle, attitude, personality, and values. Further, psychographic factors convey how beliefs and perceptions influence decisions and how market behavior influences consumer choices.


Psychographic segmentation explains how ideas, feelings, and perceptions affect customer decisions, while behavioral segmentation explains how interactions in the marketplace affect consumer choices.


Examples of psychographic segmentation include luxury goods and products that cater to a specific lifestyle, such as vegetarianism and pescetarianism. Selecting one product over another based on variety or functionality is an example of behavioral segmentation.

Using behavioral data, we can utilize Psychographic segmentation to understand consumer views and preferences. On the other hand, behavioral segmentation does not rely on psychographic data to understand consumer behavior in the marketplace.

Advantages Of Psychographic Segmentation:

However, the benefits of psychographic segmentation are as follows:

  • You can comprehend consumer behavior by examining their personalities, lives, or social standing.
  • This form of segmentation is essential for personalized goods and services.
  • It is far more effective than geographic or demographic segmentation since it includes information about lifestyles, hobbies, attitudes, and other aspects.
  • It offers alternatives to segment the population based on attitudes or ideas and is an extension of behavioral segmentation.

How Are Psychographic Data Collected?

There are various methods for gathering and analyzing psychographic data. Some techniques call for the use of analytical instruments like:

  • Pop-up questionnaire on Quizlet
  • Internet Analytics
  • Big data and AI in social media
  • Group discussions and interviews
  • Useful Advice for Psychographic Segmentation

You may receive much client information through psychographic segmentation, but it’s crucial to use it wisely, given your time, money, and goal constraints.

**Here are some suggestions for maximizing the data: **
Improve the experience for your customers.
Enhance your website.
Make a product that appeals to your target market’s wants.
Utilize the data to enhance your marketing strategies.

Behavioral Segmentation:

Customer loyalty is an essential illustration of behavioral segmentation. As a brand, you shouldn’t ignore the clients who behave dependably for your company. Establishing a rewards program is a common marketing strategy to increase client loyalty.


The Four Types of Usage and Purchase Behavior in Behavioural Segmentation. Usage and purchase behavior refers to how people use a product and act while making decisions. Examples include time-based and occasion-based behavior, benefit-driven behavior, and customer loyalty.

Geographic Segmentation Example:

A company that sells ice cream might divide the country into different heat zones and target the hottest ones and most likely to purchase ice cream as an example of geographic segmentation.

Demographic Segmentation:

A precise method of identifying an audience is known as demographic segmentation. It is based on age, gender, marital status, family size, income, education, race, occupation, nationality, and religion. It is one of the four primary categories of marketing segmentation and is possibly the most used approach.

Frequently Asked Questions:

There are some frequently asked questions related to the topic " Psychographic segmentation examples " are as follows:

Q1: What is psychographic segmentation?

However, the research method known as psychographic segmentation is used to examine consumers and categorize them based on psychological traits such as personality, lifestyle, social status, activities, interests, opinions, and attitudes.

Q2: What is the psychographic segmentation at Starbucks?

Businesses that successfully employ psychographic segmentation. Psychographic segmentation is a favorite strategy by Starbucks and greatly contributes to the brand’s relatability. For instance, they cater to “Non-coffee drinkers who nevertheless want to mingle” by serving sandwiches and frappuccinos in-store.

Q3: What is the purpose of Coca-psychographic Cola’s segmentation?

The “conscious progressive” personality type—consumers who value independence, learning, personal improvement, and being true to oneself—and who look for those qualities and experiences in the brands they consume—is another key focus of the Coke targeting strategy.

Q4: Which three forms of psychographics are there?

Interests, actions, and opinions are the three primary categories of psychographics. That can also be divided into subcategories. (Attitudes differ slightly from opinions, whereas lifestyle and behavior differ slightly from activities.)

Q5: Why is psychographic segmentation crucial?

By identifying personality- and attitudinally-driven motivations, psychographic segmentation is crucial in assisting healthcare practitioners in developing a deeper knowledge of their patients/members. These data influence patient participation in marketing and medical care.

Q6: What is psychographic segmentation based on lifestyle?

Psychographic segmentation divides consumers into groups according to their personal lives as expressed in their interests, activities, attitudes, and values. Do you enjoy being outside and leading an active lifestyle? If so, you might be interested in purchasing clothing or equipment for hiking or camping.

Q7: How does Apple use psychographic segmentation?

The behavioral characteristics of Apple’s target market are also included in its market segment. It comprises behaviors, attitudes, responses, and product knowledge. The psychographic component of Apple’s market segmentation deals with creating products that fit the lifestyles of the target market.

Q8: What market segments does Coca-Cola create?

Geographical, demographic, psychographic, and behavioral factors make up Coca-market Cola’s segmentation. Despite having its roots in the United States, Coca-Cola has, over the years, spread its brand to several nations around the world.

Q9: How do businesses use psychographic segmentation?

Marketing teams may construct detailed consumer profiles that highlight the many goals and motives underlying customers’ purchasing decisions thanks to psychographic segmentation, which analyzes the psychological distinctions between different types of buyers.

Q10: What is psychographic segmentation based on lifestyle?

Consumers are divided into groups according to their personal lives as expressed in their interests, activities, attitudes, and values by psychographic segmentation. Do you enjoy being outside and leading an active lifestyle? If so, you might be interested in purchasing clothing or equipment for hiking or camping.

Q11: What three factors make up most of the psychographic segmentation?

According to their AIOs (activities, interests, and opinions), personalities, socioeconomic classes, and lifestyles, people are categorized using psychographic segmentation.

Q12: How do psychographic activities work?

The purpose of psychographics is to ascertain the motivations behind consumer purchases. For instance, a person’s psychographic profile might reveal that they value family time, spend a lot of time on social media, enjoy an active lifestyle, and buy higher-quality goods.

Q13: Is religion a psychographic or demographic variable?

In the study of the human population known as demographics, individuals are classified based on age, gender, religion, language, level of education, occupation, income, and wealth.

:beginner: Conclusion:

It may occasionally appear to be possible to understand the desires and emotions of your target audience telepathically. But with psychographic segmentation, you can read people’s minds and design marketing campaigns and strategies that correspond to their psychographic tendencies.

We covered psychographic segmentation in depth in this post, including its concept, examples, and market research factors. You can successfully use psychographic data for your business success if you follow our advice in this piece.

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