gy. This study is different from the first three in that it doesn’t assume there are common traits among all respondents. But attempts to fill them into distinct groups. This can cause a problem in trying to identify attributes that differentiate product users from non-users.5.Product Specific Segmentation: Focuses on product specific questions instead of general psycho graphic items. (For example a stomach ailment researcher created a list of 80 product related items such as attitudes about treatments, beliefs about ailments, symptom frequency, and end benefits of different brands. Typical psycho graphic items were re-written to relate to the product “I worry to much became “I get stomach problems if I worry too much” The 80 items were reduced to the 13 highest discriminating factors by factor analysis. Four groups were identified: Sever sufferers, Active medicators, Hypochondriacs, and Practiacalists. This segmentation had the advantage of being able to discriminate between brands. The researcher can then create different products or advertising appeals to better fit each group.All of these studies have two common qualities, they add extra dimension of psychology and or lifestyles to a demographic study, and they use quantative survey techniques. That is basically the definition of Psychographics, quantative research that attempts to place consumers on psychological as opposed to strictly demographic dimensions.The first step in a psycho graphic analysis is to determine which lifestyle segments are the majority of customers for a particular good or service, after the heavy users are identified and understood, the brand’s relationship to them is scrutinized. Heavy users have different reasons for using a product or service.Psycho graphic Segmentation can be used in several different ways:a)To define the Target Market: this information allows the marketer to go into greater detail beyond mere demographic o...
