In psychographic segmentation the possible market is split up into 3 main sections; Social class, Lifestyle and Personality. This type of market segmentation is very useful in understanding the market and the customers that make up the market, in ways such as why they buy the product and how this will relate to the life they lead.
Social Class:
There are 6 factors that make up the social class segment of the psychographic segmentation, these might have a very large effect on whether people will buy our product or not, these 6 factors are:
A – Upper Middle Class
B – Middle Class
C1 – Lower Middle Class
C2 – Skilled Working Class
D – Working Class
E – Subsistence
- Upper Middle Class is the group of people that in the work place have the position of Upper Managerial, Admin or Professional
- Middle Class is the group of people in the work place that have the title of Intermediate Managerial, Admin or Professional
- The Lower Middle Class group of people will have the title of Supervisor, Junior Managerial or Professional
- The Skilled Working Class are the group that are the Skilled Manual Workers or Labourers
- The working class are the Semi or Unskilled Manual Workers
- The Subsistence are the State Pensioners, Widows and the Casual Workers
Lifestyle:
In the lifestyle section of the psychographic segmentation, there are 8 main factors that contribute to the whole segment itself, again these will have a large effect on whether they buy our product or watch our video’s. These 7 different factors are:
1. Self Actualisers
2. Innovators
3. Esteem Seekers
4. Strivers
5. Contended Conformers
6. Traditionalists
7. Disconnected
- The self-actualisers are really focused on other people and their relationships with the other people. They tend to be creative and interested in exploring change.
- The innovators tend to be the risk takers that have a good level of self-confidence; they are also very good at setting targets and achieving their goals.
- The esteem seekers are very materialistic and want things to show for what they have done, they see success as materials and experiences.
- The strivers aim to be accepted by their peer groups and are conscious about their image and status and how others perceive it. Although they are very image focused they do hold onto traditional values.
- The contended conformers are the followers of everyone else and they try to be normal and fit in, they do know that they are not original but are happy to not be because they mainly want to be accepted.
- The traditionalists are very set in old ways and believe in certain traditions; they tend to be quiet and quiet with their views and just blend with the crowd.
- The disconnected are bitter and do not blend in, they tend to be ‘indie’ and are detached from the rest of society.
Personality:
The personality side of the psychographic segmentation is that the companies and businesses try to match their ‘personality’ with the consumers personalities which in turn creates a bond between the two which will cause the sales of the product, to do this the company will have to try and understand the generic personality of their market, for example a sci-fi brand will have to know that they are appealing to the ‘geeks’ and they will have to find common ground between all of them and promote that factor. There is both data that proves and disproves the personality factor being an effective method of segmentation and advertising. Also brands do have a personality they have to exaggerate this to appeal to the consumers.
Social Class:
There are 6 factors that make up the social class segment of the psychographic segmentation, these might have a very large effect on whether people will buy our product or not, these 6 factors are:
A – Upper Middle Class
B – Middle Class
C1 – Lower Middle Class
C2 – Skilled Working Class
D – Working Class
E – Subsistence
- Upper Middle Class is the group of people that in the work place have the position of Upper Managerial, Admin or Professional
- Middle Class is the group of people in the work place that have the title of Intermediate Managerial, Admin or Professional
- The Lower Middle Class group of people will have the title of Supervisor, Junior Managerial or Professional
- The Skilled Working Class are the group that are the Skilled Manual Workers or Labourers
- The working class are the Semi or Unskilled Manual Workers
- The Subsistence are the State Pensioners, Widows and the Casual Workers
Lifestyle:
In the lifestyle section of the psychographic segmentation, there are 8 main factors that contribute to the whole segment itself, again these will have a large effect on whether they buy our product or watch our video’s. These 7 different factors are:
1. Self Actualisers
2. Innovators
3. Esteem Seekers
4. Strivers
5. Contended Conformers
6. Traditionalists
7. Disconnected
- The self-actualisers are really focused on other people and their relationships with the other people. They tend to be creative and interested in exploring change.
- The innovators tend to be the risk takers that have a good level of self-confidence; they are also very good at setting targets and achieving their goals.
- The esteem seekers are very materialistic and want things to show for what they have done, they see success as materials and experiences.
- The strivers aim to be accepted by their peer groups and are conscious about their image and status and how others perceive it. Although they are very image focused they do hold onto traditional values.
- The contended conformers are the followers of everyone else and they try to be normal and fit in, they do know that they are not original but are happy to not be because they mainly want to be accepted.
- The traditionalists are very set in old ways and believe in certain traditions; they tend to be quiet and quiet with their views and just blend with the crowd.
- The disconnected are bitter and do not blend in, they tend to be ‘indie’ and are detached from the rest of society.
Personality:
The personality side of the psychographic segmentation is that the companies and businesses try to match their ‘personality’ with the consumers personalities which in turn creates a bond between the two which will cause the sales of the product, to do this the company will have to try and understand the generic personality of their market, for example a sci-fi brand will have to know that they are appealing to the ‘geeks’ and they will have to find common ground between all of them and promote that factor. There is both data that proves and disproves the personality factor being an effective method of segmentation and advertising. Also brands do have a personality they have to exaggerate this to appeal to the consumers.