Psychographics

By James Taylor

Definition

Psychographics is the study of personality, values, attitudes, interests, and lifestyles.

Psychographic Segmentation

A - Upper Middle Class Upper managerial, admin, or professionalB - Middle Class Intermediate managerial, admin, or professionalC1 - Lower Middle Class Supervisor, junior managerial, admin or professional C2 - Skilled Working Class Skilled manual workersD - Working Class Semi- and unskilled manual workersE - Subsistence State pensioners, widows, casual workers

Where Do I Fit In?

At the present time I would say I fit into the C2 category as I am skilled with many GCSE’s to my name and currently studying four A levels. This shows that I am skilled in terms of qualifications.I believe I fit into the manual workers category because I work in The Co-operative stacking shelves and working the till. These are both manual jobs which means I have met both parts of the criteria to be in the category C2.

Where Would I Like To Fit In?

I would like to fit into the A category as this is where the money paid is highest. This is because high qualifications are required to fit into this segment and being very intelligent will benefit me greatly both now and in the future.

Psychographic Groupings

- Going on a package holiday – Family, average wealth, lower middle class, typically young to middle aged parents (18-40)- Studying at university abroad – Intelligent, wealthy, aspirer, adventurous, young, confident- Watching a horror film – Typically young, brave, confident, up for cheap thrill