Psychographic segmentation is a method of defining groups of consumers according to factors such as leisure activities or values. NetMBA explains that such divisions into market segments are the basis of targeted marketing, but they are different from mass marketing, which employs a single sales strategy. For market segments to have practical use, they should be identifiable, accessible, substantial, unique and durable, according to NetMBA.
Psychographics is the marketing term for identifying customers by lifestyle, attitudes, beliefs, values, personality, buying motives and potential product usage, according to AllBusiness.com. Psychographic analysis enables the makers of consumer products to determine customer preferences and buying habits. This strategy is used successfully for products such as cars, clothes, home furnishings and leisure activities. Marketers attempt to convey product personalities that match their intended consumers. For instance, the market for shampoo may be divided by purchase motive (beauty, health or grooming) or usage (daily, weekly or in the salon) or by lifestyle (business travelers, parents or empty-nesters). A company's assessment of psychographic traits affects packaging and distribution as well as advertising content. Psychographic data is gathered from personal interviews, focus groups and questionnaires, and it can be purchased from marketing organizations. Psychographic data may be further segmented according to behavior, geography and demographics.