r product usage descriptions (e.g. middle aged men)b)To create a new view of the market: Sometimes marketers create strategies with a certain type of consumer in mind, even though that consumer may not be the one who actually purchases the product. Psycho graphic research shows marketers who are actually buying their products, what type of person they are, and why they buy the product. Such information could give marketers the edge that they need.c)To Position the Product: Psychographics information could be used to emphasize features of a product that fit in with a person’s lifestyle. d)To better communicate product attributes: Psycho graphic data can give advertisers a much better image of who the targeted consumer is. Making it more likely and easier for them to design advertisements that communicate the products’ attributes that are desirable to the target market.e)To develop overall strategy: Psycho graphic data helps marketers understand how a product fits or does not fit into consumers’ lifestyles allows marketers to identify new product opportunities, chart media strategies, and create environments harmonious with these lifestyles.f)To market social and political issues: Psychographics segmentation can be an important tool to political campaign planners and people organizing campaigns on social issues.Psycho graphic Segmentation TypologiesToo meet the need for new ways to identify and reach customers many research firms have developed their own segmentation typologies. Respondents are usually asked to answer a questionnaire that will allow marketers to separate them into lifestyle groups.These questionnaires are usually comprised of questions that reflect AIO’s (Activities, Interests, Opinions) and other questions that reflect perceptions of specific brands, favorite celebrities, media preferences and so on. These segmentation Typologies are sold to companies that want to learn more about their existing a...
