Psychographics

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A qualitative methodology that is used to describe consumers based on psychological attributes is called as psychographics. It has been applied in the study of personality, values, attitudes, opinions, interests and lifestyles. Though psychographics is often equated with lifestyle research, it has been argued that it should apply to the study of cognitive approaches including attitudes, interests, beliefs and opinions while lifestyle should apply to the study of overt behaviour.  As this research method focuses on interests, activities & opinions, they are sometimes abbreviated as ‘AIO variables’.

The study of individuals or communities using psychographic can be valuable in marketing, demographics, opinion research, social research and prediction. Psychographic attributes can be contrasted with the variables of behaviour like purchase data and usage rate, along with organizational descriptors or firmographic variables like industry, number of employees and functional area.

It is many a times confused with demographics because historical generations may be defined using variables relating to demographics and psychographic like attitudes, personality formation and cultural touchstones. For example, the traditional approaches used to define Baby Boom Generation mainly depended on both demographic variables (categorizing individuals based on birth years) and psychographic variables (beliefs, attitudes, values). Constructing a relatively complete profile of psychographic of a person/group is called as psychographic profile. It is used in market segmentation and advertising.

RCBS, Rajagiri Centre for Business Studies, one of the leading b schools in Kerala India is located at Kakkanad. The top-rated MBA colleges in Kerala is known for delivering quality education at its best to the students. Equipped with world-class learning facilities, RCBS, business schools in Kerala is a great choice for you to do your post-graduation in Kerala.

To Know More   https://rcbs.rajagiri.edu/

Location: Kerala, India

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