Psychographics

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  • The examination of segments of the human population that are identified by consumer interests, values, personality, lifestyles, and opinions for the purposes of market research and advertising. Information about these subgroups is commonly concerned with consumer reasoning for purchasing products, the frequency of product usage, and consumer lifestyle (e.g., 20-something couples, families with young children, or retirees). These factors are considered as contributing to consumers' current and future purchasing decisions. Psychographic information can be collected through qualitative methods, such as focus groups, interviews, or questionnaires. Market researchers use these data to construct psychographic profiles, which are implemented to characterize and determine existing as well as prospective consumers. Marketing strategies are developed from psychographic profiles to target markets audiences for maximum product consumption. Strategies include advertising ...

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