how they think and what their values and attitudes are, as well as who they
are in terms of the traditional demographic variables.
13
Psychographics helps
in identifying and understanding the basic beliefs and attitudes in uencing
consumer behaviour in varied situations. Lifestyle variables have been used
popularly in psychographic segmentation. ere are basically three questions
that are focused on identifying lifestyle variables: what we do, what we want,
and what we think. Activities, interests and opinions, called AIO dimensions,
are used to develop the lifestyle pro le of consumers. Another approach to
lifestyle-based ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month, and much more.