Psychographics uses psychological, sociological, and anthropological factors to segment the market based on groups' propensities. It helps marketers understand consumer segments beyond basic demographics. For example, there are three types of mobile phone users - the casual user who uses basic features, the business user who wants a simple integrated device, and the power user who uses all functions and additional software. Marketers can use psychographic data to better define and position products to target lifestyles through appropriate advertising and product strategies. However, psychographic-based marketing also risks consumer exploitation and addictive or compulsive consumption.

1. Psychographics in consumer
behaviour
Dr Arfat Ahmad

2. Psychographics
 Involves the use of psychological,
sociological and anthropological
factors to determine how the market is
segmented by the propensity of
groups within the market.
 Example social classes, personality
and values, attitudes.

3. Why psychographics???
 Psychographics helps marketers to go
beyond the simple demographics in
understanding and reach different
consumer segments

5. Psychographics on
mobile phone users
The casual user
1.Uses most phone
features
2.calls,text, &
pictures
3.Always has his
mobile device with
him
The business
User
1. Wants simple
phone as
integrated device.
2. Read Email and
call back sender
The power user
1. All built-in-
mobile
functionality.
2.Additional
software.
3.Change every
menu

7. How do we use psychographic
data
 Define the target consumer beyond
the demographic
 To create a new view of the market.
 Positioning the product by matching
features with lifestyle
 Better communicate the product
attribute through appropriate
advertisement
 Product strategy, market social and
political issues.

9. Psychographic segmentation
 The best known segmentation is the
values and lifestyle.
 Also known as VALS2

11. Geodemographics
 Analytical techniques that combines
data on consumer expenditure and
other socioeconomic factors with
geographic information about the area
in which people live.
 The objective is to identify the
consumer having common
consumption pattern.

12. Behavioral targeting
 Customized ads on web sites or cable
TV based on a consumer’s prior
activity.
 Provides messages that refers to the
exact product you checked out

13. Dark side of psychographic
based marketing
 Consumer terrorism (addictive
syringes)
 Addictive consumption (product or
technology)
 Compulsive consumption (repetitive
and excessive shopping as an
antidote to tension, anxiety,
depression and boredom)
 Consumer consumers (consumer
exploitation by sale of sub standard

14. Thanks