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Researches reveal that there is no exact definition for psychographics The basic first step toward psychographic studies that the more firms know and understand relating to customers the harder effectively they could communicate to them. Psychographic research can identify similar values, attitude, and lifestyle or personality groups, but the two main variables found in psychographic segmentation will be the lifestyle and also the personality of the customer: Personality is definitely an individual’s pattern of character that influences behavioural responses such as self-confidence, dominance, sociability. This variable is vital to get understood because individuals usually see themselves in such a way and get products to fulfill their self-concept so people see them in the manner they really want. Lifestyle can be a person’s pattern of living as expressed with this or her interests, opinions and activities. It is considered to be a wealthy descriptor of people buying patterns. Often, you can get brands because those brands relate to their way of life. For example a successful businessman in his late thirties will buy a BMW because the image the emblem shows in their advertisement is power, success and high standard of living. Psychographics are essential to firms because they could investigate into specific product category and brand decisions by consumers which enable it to be familiar with paint the large picture The meaning of book reviews of consumer lifestyle.

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