What does the term 'psychographic segmentation' refer to in marketing?

Psychographic segmentation in marketing refers to the practice of dividing a target audience based on their personality, values, attitudes, interests, and lifestyle choices. This approach goes beyond traditional demographics such as age, gender, or income, allowing marketers to create more nuanced customer profiles. By understanding the psychographic characteristics of a consumer group, marketers can tailor their messaging, products, and marketing strategies to resonate more effectively with those individuals.

In contrast, the other options focus on different aspects of market segmentation. Income and occupation, for instance, are demographic factors that provide insights into consumers’ financial capabilities, but they do not capture the underlying motivations or preferences that psychographics examine. Geographic location pertains to where consumers live, which can influence buying behavior but does not delve into the psychological factors driving those choices. Lastly, product usage statistics pertain to how often or in what manner consumers utilize a product, rather than uncovering the deeper psychological attributes that psychographic segmentation seeks to understand. This means that these other methods, while useful, do not offer the same level of insight into consumer behavior as psychographic segmentation does.