Psychographics is commonly known as study of ‘lifestyle’ of consumers. It plays an important part in consumer behaviour and helps in the promotion of those products and services which are related to items of personal care, fashion, automobiles, telephonic services, etc. in a country like India where lifestyle differs widely from region to region, the study of consumer psychographic is of great significance to the marketer. Say for instance, what is demanded or liked in Bengal may not be liked in Maharashtra.
Psychographic is the study of lifestyle of consumers based on their activities, interests and opinions. The study of consumer psychographics helps to promote sales especially of those products, which relates to personal comforts, personal care, fashion, etc.
In a country like India consumer psychographic is of great significance in developing products and services, segmenting markets and promoting sales. Since the lifestyle depends on large number of factors the research also uses demographic and both are interdependent and take the help of each other.
The psychographic research also takes the help of motivational research to find out why people have particular lifestyle and with help of motivational research tries to change the psychology of consumers and thus makes an effort to change their lifestyle which become basis of action. The activities and interest of consumers help to develop products for different segments and modify them according to the opinion of consumers surveyed. The help of psychographic is also taken to change the opinion and conduct opinion surveys on social, economic, political and cultural issues.
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