In segmentation, which set of factors is used to classify customers by values and lifestyle?

• A. AIO
• B. Psychographics
• C. Lifestyle
• D. Persona

Answer: (B)

Psychographics is the framework that groups people by what they value, how they think, and how they live—their attitudes, interests, opinions, and overall lifestyle. This approach targets motivations and behaviors rather than just who people are demographically, making it ideal for segmentation when the goal is to understand why customers act the way they do and what drives their choices. In practice, you might measure psychographic traits using AIO—activities, interests, opinions—as a practical way to quantify those values and lifestyle dimensions. However, AIO is a method within psychographics, not the broad set of factors itself. Lifestyle is a descriptor that can emerge from psychographic data, and a persona is a synthesized profile built from segmentation insights, not the set of factors used to classify.