PSYCHOGRAPHIC VARIABLES

In Psychographic Segmentation, customers are divided into groups based on their social class, life style and personality. Below depicts examples of Psychographic Segmentation Variables; beginning with personality.

Psychographic Variable - PERSONALITY
End consumer's personalities may effect the purchase of your product or service. Many companies try to develop a personality for their product that compares to the personality of a large segment of the market (IE their target market). Such product personalities are communicated to end consumers through promotional campaigns. Many brands of perfumes, cigarettes, colones, liquor, cars, and even computers have been given personalities similar to target markets in order to stimulate sales. Think about this concept, it may prove advantageous to your business venture. What personality (in general) would end consumers of your product or service have?

Personality - Introvert, extravert, highly determined, authoritarian, sociable, motivated, powerful, etc... Does the personality of a consumer determine whether or not they purchase your product?

Psychographic Variable - LIFE STYLE
A second Psychographic variable that you should be aware of is the end consumer's life style. A bra manufacture may sell two types of bras; one designed for the "active female" and another designed for the "in-active female". In this case, the manufacturer, upon conducting research, discovered that many active females require a bra to accommodate their life style. Will the life style of your end consumers effect whether or not they buy your product or service. If so, what style will most likely demand your product or service?

Life style - Active achiever, pleasure seeker, values, beliefs, etc... Does the life style of a consumer determine whether or not they purchase your product?

Psychographic Variable - SOCIAL CLASS
The social class in which consumers are grouped will dictate, in general, the products and services they buy. Moreover, each social class has their own preference when purchasing, cars, boats, clothes, education, homes, furniture, reading materials and the list goes on and on. Below discusses six types of social classes.

TOP-UPPERS:
This group represents the "social" elite. Their wealth is generally passed down through the generations and their family background is, in many cases, well known. In general, they buy jewelry, homes, vacations, status symbols, "superior" education for their children, and the like.

BOTTOM-UPPERS
This class usually begins life in the middle class and earns their wealth in professions or businesses. The products which they normally purchase are expensive homes, automobiles, education for their children, jewelry, swimming pools, and other merchandise that represents status.

TOP-MIDDLES
This class is not considered highly wealthy nor possess an overwhelmely high family status. They do, however, live extremely "comfortable" and enjoy fine homes, clothes, furniture, wines, appliances, etc. This class focuses much of their attention on careers as corporate managers, successful business owners, and other professional positions.

BOTTLE-MIDDLES
Bottom-Middles are usually "white collar"( office workers and small business owners) "gray collar" (mailmen, etc.), and certain "blue collar" workers (electrians, plumbers, foremen).

This class in said to conform to norms and standards set by society and rarely deviates from what is expected. Their conventional homes are of great importance to them and they feel the need to keep them neat and tidy. They buy standard household goods, furniture and clothing that is traditional and tidy.

TOP-LOWERS
This class represents all other "blue collar" workers including skilled and semi-skilled factory workers. They generally seek respect, protect their possessions, and search for "security". The top-lower male usually drinks beer, likes watching sports, and enjoys the outdoors. The top-lower female usually holds part or full time positions to provide extra income for the family.

BOTTLE-LOWERS
This class usually consists of poorly educated, unskilled workers. They are frequently unemployed and require some sort of public assistance. Their purchases are generally more spontaneous and brought on credit. Their housing is, for the most part, below standard.

The above class structures were not developed to offend, but rather to provide insight into the products and services one class may buy over another. Is social class an important factor to your business, product, or service? If so, which social class(es), is more inclined to buy your product or service?