Understanding consumers better, deciphering their behavior and what motivates them to buy is essential for companies.
There is a lot of talk about the customer-centric approach , but what tools do businesses have at their disposal to create a customer-centric philosophy?
Psychographic segmentation is one of the methods you can implement to more accurately define the profile of your audience.
Psychographic segmentation allows you to:
better understand your customers' consumption habits and their preferences regarding products and services;
rely on their tastes and needs to personalize the offer;
design marketing and sales strategies with a focus on the customer;
establish closer ties with consumers.
If you want to know how to access all these benefits through psychographic segmentation, stay here!
In this post we tell you:
what is psychographic and behavioral segmentation;
What does psychographic segmentation analyze in marketing?
4 examples of psychographic segmentation;
advantages and disadvantages of psychographic segmentation.
Shall we begin?
What is psychographic and behavioral segmentation
“ Psychographic segmentation is the way of grouping consumers according to psychological and demographic variables.”
In addition to demographic variables such as age, sex and gender, psychographic segmentation integrates other variables such as personality, lifestyle and consumer values. The behavioral part of this type of segmentation refers to the behavior of individuals and how this influences their consumption habits.
Behavioral segmentation is also used to achieve customer loyalty, as it allows us to detect specific consumer needs and do everything possible to satisfy them, either through the product or service or with the attention received from the company.
Brand loyalty is an indicator that describes the degree of attachment a consumer has. Learn about the 4 levels of brand loyalty that you can cultivate in your company .
But what exactly does psychographic segmentation in marketing analyze?
By studying variables such as beliefs, lifestyle, motivations, tastes, preferences, hobbies and values, psychographic segmentation allows companies to group their potential customers according to their traits and characteristics in order to attract them with the right information and motivations. This is a great advantage for companies, as it improves their ability to attract and convert while at the same time being able to connect with their consumers on a more human and personal level.
To learn more about demographic segmentation, read: Demographic segmentation: how to get to know your customers and reach them.
Other types of segmentation that are used to group the different audiences of a company are:
segmentation by consumer behavior ;
multiple segmentation ;
behavioral segmentation .
Psychographic segmentation indian phone number example therefore integrates different psychological variables of the individual. These are:
1. Personality
Within psychographic segmentation, the personality of the individual is what distinguishes him from other people. For example, if he is more extroverted or prudish, if he prefers adventure or a quiet life... These characteristics provide information that is very valuable when positioning a product or service and creating messages to reach your target audience. By using psychographic segmentation, these messages will be based on behavioural, emotional, intellectual aspects and linked to the individual values of each consumer group.
Psychographic segmentation is relevant to defining the profile of your ideal client. Do you know what the characteristics of a company's ideal or loyal client are ? Learn about methods, tools and trends for 2022 to sell more.
2. Values