ristics are can be distinguished from all other groups. By including product specific questions about past purchasing habits or future intention to purchase, marketers can identify those groups most likely to buy specific products and services.There are five general types of psychographics studies:1.Lifestyle Profile: Uses a large questionnaire, including questions on demographics, product and media use, and psychographics/lifestyle items. The researcher looks for those demographic, product, media, lifestyle, attitude, or interest/opinion statements that discriminate between users and non-users of certain products2.Product-Specific Psycho graphic profile: First identifies the target group of consumers, and then profiles them according o a limited set of product relevant dimensions. (For example Honda owners might be segmented by product benefits such as preference for practicality, dependability, or styling)3.Personality traits as descriptors: Takes a dependent variable, such as concern for the environment, and analyzes it against different independent variables, including personality traits such as tolerance, risk-taking, introversion, extroversion, etc. The independent variables are evaluated to find out which have the most impact on the degree of environmental concern. The discriminating factors (those that show the highest correlation to the independent variable) can then be considered individually and cross-tabulated to find correlations (for example how likely it is that people who are concerned about the environment are also risk-takers). The factors can also be synthesized into fewer higher personality factors that are better discriminators.4.General Lifestyle Segmentation: Uses a very large, nationally representative sample and a questionnaire including questions on demographics, media, and product use, and psychographics /lifestyle. The data is analyzed to classify respondents into relatively homogenous groups to form a typolo...
