Which approach focuses on intrinsic traits the target customer has, such as values, personalities, interests, attitudes, and lifestyles?

• A. Demographic
• B. Psychographic
• C. Behavioral
• D. Geographic

Answer: (B)

Psychographic segmentation focuses on intrinsic traits such as values, personalities, interests, attitudes, and lifestyles of the target customer. This approach helps explain why people choose certain brands or messages beyond basic facts like age or location, because it taps into motivations and how someone lives their life. By understanding these inner drivers, marketers can tailor products, messaging, and experiences that resonate on a personal level.

Other approaches describe different aspects of the audience but don’t capture these inner motivators. Demographic segmentation uses observable characteristics like age, gender, income, and education. Geographic segmentation groups people by location. Behavioral segmentation looks at actions and patterns, such as purchase history or usage. While useful, they explain what people do or who they are in broad terms rather than why they act the way they do, which is captured by psychographics.