Introduction advertising unit Structure

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4. Psychographic Segmentation :
Psychographics attempts to 
segment according to psychographical profiles of people in terms of 
their life style and attributes. Psychographics attempt to segment 
according to psychological profiles of people in terms of their life 
style and attitudes. In this type of segmentation, certain 
psychological variables such as social class, life-styles or 
personality 
characteristics 
are 
used 
for 
segmentation. 
Manufacturers of cars, textiles and home furnishings divide buyers 
on the basis of social class and life styles. Such segmentation is 
also possible on the basis of reading habits and leisure activities. 
Marketing efforts are adjusted according to such variables. It may 
be pointed out that in the case of geographic, demographic and 
socio-economic bases, the required data for segmentation are 
either readily available in census and other reports or can be 
collected through survey. However, in the case of psychological 
variables, relevant information is not readily available and has to be 
collected through behavioural research. Moreover, market 
segmentation on psychological variables is complicated as it is 
always difficult to expose individuals to a battery of psychological 
test and to find out their specific personality traits. Moreover, 
consumers behave or react differently from what they say, if new 
benefits or bundles of benefits are offered to them. Psychographic 
segmentation can be made on the basis of (a) Social class (Upper 
class, upper middle, lower middle class, etc.) (b) Personality (Self-
confidence, ambitious, aggressive, sociable, etc.) and (c) Life-style 
(Liberal, conservative, religious, health and fitness-oriented, etc.) 
5. Behaviouristic Segmentation :
Here, the buyers are grouped 
or separated on the basis of their knowledge, attitudes, views, or 
response to the product. This is useful in order to find out what role 
price or package or colour or service can play in influencing buying 
decisions. This segmentation is also called product related 
segmentation as the response of consumers dividing into different 
convenient groups for the purpose of marketing. In India, the supply 
of consumer items, electronic goods, two-wheelers, cosmetics etc. 
is fast increasing. The supply is more as compared to demand. The 
income of people of all categories are also increasing. People are 
also willing to spend more. They get information about new 
products from different media. This creates proper background for 
behaviouristic segmentation is similar to but slightly different from 
psychographic segmentation.