Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. It focuses on interests, attitudes, and opinions (IAO variables) to segment populations. Psychographic research in fields like marketing, demographics, and social research can provide valuable insights into individuals and communities. Psychographics variables include personality, values and beliefs, lifestyles, and social class. Social class is determined by measuring objective facts like wealth and education level as well as subjective factors like how people identify themselves.

1. CONCEPT OF
PSYCHOGRAPHICS
SUBMITTED TO :- SUBMITTED BY:-
Dr. ANURAG SINGH KRISHNA KUMAR JAISAWAL
FMS-BHU MBA-IB , ROLL NO. :- 012

2. PSYCHOGRAPHICS IS THE STUDY OF PERSONALITY,
VALUES, OPINIONS, ATTITUDES, INTERESTS, AND
LIFESTYLES.

3.  this area of research focuses on interests, attitudes, and
opinions, psychographic factors are also called IAO variables.
 Psychographic studies of individuals or communities can be
valuable in the fields of marketing, demographics, opinion
research, futuring, and social research in general.
 They can be contrasted with demographic variables (such as
age and gender), behavioural variables (such as usage rate or
loyalty), and organizational demographics variables such as
industry, number of employees, and functional area.

4. PSYCHOGRAPHICS VARIABLES

5. Personality has to do with individual differences among people
in behaviour patterns, cognition and emotion. Different
personality theorists present their own definitions of the word
based on their theoretical positions
Personality - Introvert, extravert, highly determined,
authoritarian, sociable, motivated, powerful, etc...

6. Involves classifying people according to their values, beliefs,
opinions, and interests.
There is no one standardised lifestyle segmentation model,
instead market research firms, and advertising agencies are
constantly devising new categories, which will best help target
possible consumers of their clients products.

7. Social class refers to a group of people with
similar levels of wealth, influence, and status.

8. Sociologists typically use three methods to determine social class
 The objective method measures and analyses “hard” facts.
 The subjective method asks people what they think of
themselves.
 The reputational method asks what people think of others.
1. The lower class
The lower class is typified by poverty, homelessness, and
unemployment.

9. The Working Class:-
 Unskilled workers in the class—dishwashers, cashiers, maids,
and waitresses—usually are underpaid and have no opportunity
for career advancement. They are often called the working
poor.
 Skilled workers in this class—carpenters, plumbers, and
electricians—are often called blue collar workers.

10. The Meddle Class:-
They divide into two levels according to wealth, education, and
prestige.
 The lower middle class is often made up of less educated
people with lower incomes, such as managers, small business
owners, teachers, and secretaries.
 The upper middle class is often made up of highly educated
business and professional people with high incomes, such as
doctors, lawyers, stockbrokers, and CEOs.

11. The Upper Class:-
This class divides into two groups: lower‐upper and
upper‐upper.
 The lower‐upper class includes those with “new
money,” or money made from investments, business
ventures, and so forth.
 The upper‐upper class includes those aristocratic
and “high‐society” families with “old money” who
have been rich for generations

12. IN THE UK, THE NATIONAL READERSHIP SURVEY, PROVIDES THE FOLLOWING
STANDARDISED GROUPINGS…
THE SOCIO-ECONOMIC SCALE
SOCIAL GRADE Description of occupation Example
A higher managerial,
administrative or
professional
Company director
B intermediate managerial,
administrative or professional
Middle manager
C1 supervisory, clerical, junior
administrative or professional
Bank clerk
C2
skilled manual workers
Plumber
D semi- and unskilled manual
workers
Labourer
E state pensioners with no other
income, widows, casual and
lowest grade earners
Unemployed

13. DEMOGRAPHICS
Demography is used widely in public opinion polling and
marketing. Commonly examined demographics include gender,
age, ethnicity, knowledge of languages, disabilities, mobility,
home ownership, employment status, and even location.
Demographic trends describe the historical changes in
demographics in a population over time (for example, the
average age of a population may increase or decrease over
time).

15. THANK YOU 