Psychographics
Psychographics refers to the way in which consumer lifestyles are measured. Psychographic techniques use quantitative methods that can be used in developing lifestyle profiles. Psychographic analysis involves surveys of customers using AIO statements, which are used to gain an understanding of consumers’ activities, interests, and opinions. Psychographic profiles of various consumer groups have resulted in lifestyle segments being identified for Porsche owners, including “elitists” and “fantasists.”
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Q: How do lifestyle segments explain vacation preferences?
A: Answers will vary.
Specificity of Lifestyle Segments
These lifestyle approaches can be categorized in terms of their specificity—either narrowly defined or more broadly defined. Generally, lifestyles are indeed quite specific. Exhibit 6.5 presents sample measures used for psychographic analysis for the leisure bowling segment.
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