s are complimentary to each other (product complementarity is when the symbolic meanings of products are related to each other).Two households can share highly similar demographic characteristics and yet be wholly different due to the different personality traits and different lifestyles of the occupants. By combining personality variables and lifestyle preferences marketers got psychographics (the use of psychological, sociological and anthropological factors to determine how the market is segmented by the propensity of groups within the market, and their reasons to make a decision about a product, person, ideology, or otherwise hold an attitude or use a medium)PsychographicsDemographics allow us to describe who buys, whereas Psychographics help us understand why they do. Psychographics is basically the separation of customers into categories depending on different choices in consumption activities, and product usage. Marketers were always fascinated by the intangibles of consumer demand but it wasn’t until the 1960s when social upheaval splintered the mass market beyond anything recognizable that marketers invented a way to measure those intangibles. However despite being around for over 30 years or so Psychographics is still one of the least understood concepts in marketing research.Many marketers consider demographics and psychographics as two separate things when in actuality psychographics was developed to compliment demographics. The term first appeared in Grey Advertising’s publication “Grey Matter” in 1965. It was hailed as a way for researchers to quantify the slippery field of consumer psychology. A psycho graphic study combines consumers’ measurable demographic characteristics with the more abstract aspects of attitudes, opinions, and interests. Demographic, purchasing media, and psycho graphic information is coded from surveys, thrown together and analyzed until some groups with shared characte...
