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Market Segmentation, Targeting, And Positioning

Market Segmentation, Targeting, And Positioning

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Published by arpit vora

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Published by: arpit vora on Dec 19, 2009
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07/26/2013

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Social class :

Lower lowers,
upper lowers,
working class,
middle class,
upper middles,
lower uppers,
upper uppers

Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

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Psychographic Segmentation
Psychographic Segmentation

Divides a population into groups that have
similar psychological characteristics,
values, and lifestyles
Lifestyle: people’s decisions about how to
live their daily lives, including family, job,
social, and consumer activities
The most common method for developing
psychographic profiles of a population is to
conduct a large-scale survey
VALS and VALS 2
“Values and Lifestyles”

Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

9-32

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