Psycho graphic Segmentation

Dividing a market into different groups based on social class, lifestyle, or personality characteristics. Many companies design products or services for specific social classes, building in features that appeal to these classes.

For ex: Duck Head apparel targets a casual student lifestyle, cleaning,” you can not get them old until you get them new”.

Marketers also have used personality variable, Hound’s marketing campaign for its motor scooters provides a good example of personality segmentation.