NAME NUR ATHIRAH MOHD NIZAR MUHAMMAD AFIQ ABD RASID NUR EIN HASHIM MUHAMMAD ZULHUSNI AMIR

MATRIX.NO PROGRAM 14DPM12F1026 DPM 14DPM12F1003 DPM 14DPM12F1004 DPM 14DPM12F1029 DPM

TOPIC 4 : MARKET SEGMENTATION, TARGETING,& POSITIONING

(PSYCHOGRAPHIC SEGMENTATION)

What is psychographic segmentation??

is a system for measuring consumer belief,

opinions and interest This segment dividing a market into different segments based on social class , lifestyle , or personality characteristics. It is customer inner feelings and predisposition to behave in certain ways Therafore,People in the same demographic group can have very different psychographic characteristics.

1.

the first of group is social class

Groups based on purchasing power and standard of living As an example of the nobility or VVIP they are a group that will likely find a product that shows their status For example using luxury car such as mercedes bentz, Bently, and BMW

2. Human lifestyle
As a result , marketer often segment their markets by consumers lifestyle which is show a person often use a certain product in their daily life. For example a person who care a life health by provide more healthy product

3. Psychographic segmentation also classifies consumer according to their personalities.

As the reliability of measured has improve , more evidences has come to light of links between personality and consumer behaviour . For example, a sibling do a different activity during leisure time because of different interest. brother play soccer but the sister read a books.

Type of product based on psychographic segmentation

Segment based on social class

 bases on lifestyle
Use of dr Betes to cure the diabetes

Mengamalkan dr-II Mengatasi masalah kulit

 based on personality characteristic

Demograpic segment : family

 Elder brother

Active sport

 Younger brother

reading

*People in the same demographic group can have very different psychographic characteristics.

THE END