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Detailed Lubricant Market Segmentation Methods
Published in R. David Whitby, Lubricant Marketing, Selling, and Key Account Management, 2023
Psychographic segmentation, which is sometimes called psychometric or lifestyle segmentation, is measured by studying the activities, interests and opinions of customers. It considers the personalities and characteristics of types of people and the external influences to which are most responsive. Psychographics is a very widely used basis for segmentation, because it enables analysts to identify tightly defined market segments and better understand consumer motivations for product or brand choice.
Risk Communication
Published in Charles Yoe, Principles of Risk Analysis, 2019
Psychographics is the use of demographics to study and measure attitudes, values, lifestyles, interests, beliefs, and opinions, usually for marketing purposes. Psychographics can also help you deal with your different audiences and to construct messages. For example, some psychographic measures with significance for risk communication are self-esteem, involvement, anxiety, fear, and trust.
Risk communication
Published in Charles Yoe, Primer on Risk Analysis, 2019
Psychographics is the use of demographics to study and measure attitudes, values, lifestyles, interests, beliefs, and opinions, usually for marketing purposes. Psychographics can also help you deal with your different audiences and to construct messages. For example, some psychographic measures with significance for risk communication are self-esteem, involvement, anxiety, fear, and trust.
A Clustered-Based Categorization of Millennials in their Technology Behavior
Published in International Journal of Human–Computer Interaction, 2019
Cristina Calvo-Porral, Rogelio Pesqueira-Sanchez, Andrés Faiña Medín
Traditionally, demographic and socioeconomic variables have been used in market segmentation studies to divide the market into customer or user segments. However, segmentation analysis based on demographic variables is not the most effective analysis, since individuals in the same segment may have different attitudes, preferences, and lifestyles and reveal nothing about users’ behavior. On the contrary, psychographic variables have been often been used in market segmentation to gain insights into consumers’ behavior. Millennials have been largely examined in the marketing literature which offers descriptions of millennials as consumers (Strauss & Howe, 2000) or as internet and social media users (Lenhart, Purcell, Smith, & Zickuhr, 2010). However, there is lack of studies identifying the potential segments and technology typologies within this generation. Further, there is a lack of research on millennial classification on user groups according to their digital technology use patterns, providing meaningful categories of millennial.