Im still confuse. When you get positive results, refine it and test again. These people are commonly called Old Money. For data-driven marketing strategies to succeed you should, Values are a tricky psychographic segmentation variable because. For instance, restaurant marketers are frustrated because they cannot leverage behavioral segmentation in their marketing. Personality: Gregarious and ambitious. Customer Data Platform . Psychographic segmentation is a segmentation method in which the total market is divided into multiple homogenous groups on the basis of parameters or variables like psychology, beliefs, values, personality, characteristics, lifestyle, attitudes, reasons etc. Psychographic attributes are the ones that aren't obvious just by looking at your customer, like demographic segmentation. Itll help you create a balanced picture of what youre doing right and wrong as well as give you a solid idea of the way forward. Once you do your own research youll find that there are a whole lot of segments that you can create to divide and conquer your customers lifestyles. This depends mainly on their buying power. The four main categories often used in market segmentation are: Geographic. If I were to ask you what your personality was like, how would you answer? Bloom Intelligence uses machine learning to identify at-risk customers. Psychographic Segmentation Will Drive Personalization. or segmentation first before the product? They used the people's political opinions, religious beliefs, interests, and activities to target them with messages that affected their voting behavior. Psychographic segmentation is defined as a technique where the target market is divided into different segments according to internal characteristics such as attitudes, personality, values, beliefs, lifestyle, interests, and social class using which you can create highly effective marketing campaigns. For example, a millennial woman who has previously bought from independent retailers, spends time reading webshop supply chains, and chooses products with eco tags, may be part of the environmentally-conscious market segment. Still, they are also frustrated that those market concepts have been mostly inaccessible because of brick and mortar customer tracking limitations. 4.2 Target Market Segment Strategy While Fetch is affordable and useful for all dog owners, our focus will be on middle-aged female baby boomers. One way to segment your audience based on their interests is to track interest tribes. Someone whos conscientious, lower class, and feels strongly about education may want to spend money on training but simply cant. Thus brands target their customers even based on their personality. Some of them went to college and are called blue collar because theyre more likely to wear a uniform to work. Psychographic segmentation is segmenting a market based on personality, motives and lifestyles. This is where theyre showing interest. In these examples, psychographic segmentation has proven to enhance marketing directives. Answer (1 of 4): Simply speaking we can just combine the two definitions. Not Gucci. It is also easier now to use psychographic segmentation as a tool because people signal their interests . Its up to you to uncover your opportunity segments within different customer interests. Each of the elements of lifestyle builds upon one other. Similarly, Activities, interests and opinions tell us a lot about a customers psyche. Answering this question requires understanding your customers' needs and their expectations of your business. After you start generating customers based on your refined messaging, its time to use different types of surveys to understand them on an individual level. Psychographics in marketing focus on understanding the consumer's emotions and values, so you can market more accurately. With the survey data and email addresses, you can also market to relevant segments through email campaigns! Whats your biggest challenge as relates to X? A person will have a rich personality only if he has high buying power as well as the taste in clothes to maintain such a lifestyle. Its these interests that fuel their creativity. Compelling Market Segmentation Statistics for Restaurants. Whats the takeaway? When thinking about and defining activities to build a psychographic profile, there are a number of things to take into consideration: The activities they engage in during their free time can reveal a wealth of insight. 4. Using psychographic segmentation, you divide your customers into groups based on factors influencing their purchasing behaviors: beliefs, values, lifestyle, social status, opinions, and activities. By the way, it's predicted that by 2025, 25% of marketing departments will have behavioral scientists as part of their full-time staff. Psychographic segmentation can help your team . In the online world, its becoming harder and harder to understand who your customers are based on how they browse. The definition of psychographic segmentation is that it is based on psychological traits that influence the consumption habits of people. others Psychographics segmentation such as values & activities has have no impact on it. Psychographic segmentation helps marketers understand that why the goals, challenges, emotions, values, habits, and hobbies that drive purchase decisions. For example, you may find out that a segment of your customers like sports. Market Segmentation Gardenia Bakery (KL) Sdn. I might like the Harry potter books and you might like Lord of the rings. How your customers consume your food as dine-in or take-out guests is another essential customer segmentation. Thats not always a bad thing. Psychographic segmentation helps to: Your products are designed to be consumed by your customers, so you must always keep them in mind. However, with tools like. Furthermore, psychographic data supplements your behavioral and demographic data. Segment Google says: each of the parts into which something is or may be divided Combing The Two We Make The Wh. Psychographic Segmentation Examples Habits Hobbies, activities, or interests 5 approaches to Choosing a market segment. WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. Psychographic segmentation is quite similar to behavioral Psychographic segmentation. Dont mention it. Trust me, Ive been all over Africa. Hii! Apart from the products, opinions will also affect your audience's comfort level on how you communicate. Psychographic Segmentation: Gourmet caters every social class, especially middle class. Save At-Risk Guests In that case, you might notice that your average customers score low in extroversion or, in other words, are introverts. A college student will wear different shoes, shirts, and pants from a C level executive. Benefits-sought: Olay. A person's lifestyle refers to their everyday activities. How to choose a Market segment? Choose the strategies that work for you and start implementing it across small test groups. Copyright 2018-2020, KyLeads. The term "lifestyle" is broad, but it's crucial to our decisions. It prevents you from falling into the trap of one size fits all marketing. . Source: Psychographic Segmentation Illustration by SlideModel.com. Air India to discontinue Vistara after merger, DS Group Partners with Lderach (Swiss Chocolate Maker), Castrols unveils a New Logo and a Refreshed Brand Identity. sorry slow learner here. It showcases the real-world utility of the technology theyre making and appeals to our humanity. Psychographic segmentation Demographic segmentation Behavioral segmentation In conclusion Market segmentation is such a powerful tool for reaching your customers in ways that feel relevant and useful to them. There are companies which are dedicated to the art of psychographic segmentation. Personality in psychographic segmentation is dependent on both lifestyle as well as social class. One of the biggest changes in the marketplace during the past 10 years has been consumer demand for personalized experiences. For that, you can use a Likert scale. Here are five factors of psychographic segmentation: You can use psychographic segmentation in your market research for your business and gain valuable insights into your consumer base. For example, someone whos conscientious, upper middle class, and feels strongly about education/ career is more likely to shell out large amounts of money for training. Do they eat healthily? Before Coke unveiled New Coke, they used focus groups to test the flavor and got a lot of positive feedback. Your email address will not be published. There are a few overarching factors to take into consideration. Join 10.000+ who get more Watches come in all shapes and sizes. They would be people unshaven, tall, manly who like to live a rough lifestyle. The opposite of extraversion is introversion. These psychological aspects may be consumers lifestyle, his social standing as well as his AIO. Lifestyle . If someone hates Dell computers then it doesn't matter how well you design the latest model, they won't buy it. 3. Its just like the customer journey. Why is Psychographic Segmentation Important in Marketing? Dove Segmentation Analysis. Demographic segmentation criteria include age, gender, family status and income. Thus premium brands like gucci, longines or others always target the Sec A segments because they know that these would be the classes capable of buying their products. Weve covered market segmentation which allows you to divide the world into groups that are likely to buy from you. The campaign responded to the psychographic segment of the upper-class millennial. The lifestyle of your target customer plays a huge role in whether or not your products will appeal to them. Many other websites and videos are available to help restaurateurs understand their market segments better. If their interest is sustained theyll perform an action that may turn into a consistent activity. We wont beat around the bush: psychographics has had a bad name in recent years. This type of consumer segmentation can help your business to tailor your marketing efforts to garner the most positive results, e.g . First, Dove use segmentation is Demographic Segmentation. Behavioral segmentation for restaurants drives marketing strategy because it allows marketers to target specific groups based on actual consumer buying behavior. This segmentation process works on a premise that consumer buying behaviour can be influenced by his personality and lifestyle. Psychographics are incredibly valuable for marketing, but they also have use cases in opinion research, prediction, and broader social research. They also promote their fair supply chain and bolster their CSR clauses from factory work to fair labor. How do you group your customers together by their shared psychological characteristics? The motorbike brand is notorious for targeting the rough, rebellious, free, thrill-seeking American man - and this personality has influenced their overarching marketing strategy since the 1930s! Behavioral segmentation for restaurants drives marketing strategy because it allows marketers to target specific groups based on actual consumer buying behavior. Bloom users are seeing up to 37% of churning customers return. Dont limit customer interviews to the people who are satisfied with your product. Usually, theyre the most successful people in their family. It consists of dividing a market according to lifestyles, values, opinions, or individuals' personalities. Eventually, youll understand your customers like the back of your hand. Because, in the end, its not enough to have a segment that is, for example, interested in alcohol. This is the most vulnerable level of society. It may sound complicated, but with the segmentation examples above, you'll have a better understanding of how and why customers use this type of segmentation every single day. Where psychographic segmentation of this harvested data is concerned, this future is also bright. What is Restaurant Reputation Management? 4 types of Market segmentation and how to segment audience with them? Legacy brands like Gucci have a good idea of who their target audience is: they aim their products at the upper-class consumer with high quality, high prices, and high fashion. Some sources say as many as 90% dont make [], Despite all the flak it receives, email marketing can earn up to a $44 ROI for every dollar spent. Others purchase candles . Their 2015 A That Feeling When campaign leveraged meme-culture to appeal to millennials. Lifestyle choices, social status, and personality work together to determine the kind of products and services someone will buy. Coffee Shop Marketing Now you know about this type of psychographic segmentation and to learn more Read this article Values, Attitudes and lifestyle. If you know that more customers are ordering take-out each month, you might want to consider adding a small Grab & Go section for your location. Do you know the people who come alive in social situations? Psychographic segmentation is the most effective method for targeting customers to generate high-quality leads and sales. "Why do people purchase your services or products?" Popupsmart. This post goes deep into what psychographic segmentation is and you'll walk away with an understanding of how to use it. There are various factors, which affect segmentation in a customer market. Some might find your website copies to be sufficient sources of information. Psychographic segmentation is a customer segmentation strategy that groups customers based on their psychological traits. Required fields are marked *. that is right for example a sports person might consider his health than buying some ice cream that may not be healthy to their body. A person's lifestyle can tell you a lot about how, when, and where they like to spend their money, time, and energy. Behavioral segmentation is a form of market psychographic segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. More of BTL promotions are carried out in rural areas where rugged automobiles are more in demand and ATL promotions are carried out in urban areas where esteem and buying power plays a major role. In a few words, psychographic segmentation is when you break your customer groups down into units as it pertains to their beliefs, values, and reasons for being. The Bakery Products Market research report provides a comprehensive outlook of the market size and an industry growth forecast for 2023 to 2028. Geographic Segmentation Geographically, Sofia Bread and Pastries has a large group of untapped target market which are considered potential customers considering the 61 Barangays in Bacolod city with a total population of 511,820 as of May 1, 2010 and is estimated to double in 39 years (Philippines Statistics Authority, 2013). C. dividing a larger market into smaller groups based on meaningfully shared characteristics. Consequently, if you want to promote your new health product, you might target athletes or people who care enough about their health to exercise on a daily basis. , it represents a larger share of their total expenditures. You get the benefit of using a script while still reacting to statements in real time. Demographic Segmentation: It caters all kind of different segments in demographic segmentation within Lahore. In the 1980s, psychographics research was further explored by Arnold Mitchell and his scientific group at the Stanford Research Institute. The people whore performing well in this group can buy most of what they want if they work towards it. They know what the brand stands for, and dont make tradeoffs doing so, which is why they attract the audience that they do. Psychographic segmentation is increasingly important today as consumers group themselves into smaller and smaller interest tribes such as Iron Man athletes, Game of Thrones fans, BBQ smoker cooks, Fortnite players or social justice warriors. I want to thank you for providing me with this outstanding info on Psychographic Segmentation! Coke is what Ill refer to as an Uber brand. Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. And which segment to target? Now, they use personality traits. How much sleep do they get? Developed in the 1970s, it applies behavioral and social sciences to explore to understand . Foot Locker can group customers who convert based on Foot Lockers stamp of approval into a psychographic segment of people who respond to Authority. Likewise, you want a tool that can help you grab customer email addresses, ultimately linked to visiting and purchasing behavior and customer loyalty. Special events can be a major market segment for independent bakeries. It doesnt matter if its the perfect car for them; they wouldnt be caught dead in it. For example, a person in a high-income group, upper class, could easily afford dining in a super luxury restaurant or buy certain cars and jewelry brands. This type of psychographic market segmentation focuses on customers' activities, their passions, and their opinions on different issues. If you dont feel like these factors apply or your customers dont fit into a psychographic profile dont force it. Segmentation . hbspt.cta._relativeUrls=true;hbspt.cta.load(3782461, '8f10e843-854c-4374-9264-7893d8241201', {"useNewLoader":"true","region":"na1"}); Psychographic Data: Definition & Marketing Use-Cases. If you operate a fast-casual or quick-service restaurant, you might consider separating your production line for dine-in versus take-out guests. Thats the personality built for harley over time. The above video shows how they can be shared across generations. Your campaigns are all the same regardless of who youre targeting - and your ROI is suffering as a result. Psychographic segmentation can bring a much deeper and more comprehensive understanding of your customers and their needs. The segment for the banner above isnt just the eco-conscious adventurer. Psychographic segmentation can be based on both conscious or subconscious beliefs, motivations, and priorities, and can be used to predict how consumers will respond to certain messages and how they'll behave towards certain brands. The following topics could also interest you if you enjoyed reading this article. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. You can track your customers values by gathering all the information you already have on them about their backgrounds (class, interests, lifestyles) and then drawing assumptions from these. They need a way to track customer purchasing behavior, visiting behavior, and preferences related to their products and their industry. Each person's social status shows how much money they can afford on certain kinds of products. For example, with this email campaign, they take into account different psychographic variables: The email campaign is also directed at the New year, new you segment of female shoppers who respond to novelty, or the Fresh Start Effect (read more about this effect and other psychological marketing examples here). 4. In psychographic factor, Gardenia differentiates their customer into few sectors based on their basis of personality, motives or lifestyles and how they behave in their daily lives. Psychographic segmentation divides buyers into different segments based on internal characteristicspersonality, values, beliefs, lifestyle, attitudes, interests, and social classso you can market accordingly. That being said, focus groups bring a wide range of people from diverse backgrounds which give you a higher chance of finding your target psychographic profile. Psychographics Psychographics are the values and intangibles of a person their thoughts and ways they act. When someone scores high in this trait, theyre thoughtful and tend to control their impulses. However, demographic data alone is not enlightening to fully understand your customers' needs and perceptions of your business. They have always been attentive through whatever needs and questions we have. These clusters will form subsets (or segments) of customers based on their: This article will talk you through the ones in bold. Women don't buy candles just because they're women. Thank you for reading our article about audience segmentation in marketing strategy! These women who are well aware about beauty and care for their skin.The want to use quality products of the skin. The key is to do them in person, on a video call, or a regular call. They value eating whole grains and organic foods. New money is made up of the upwardly mobile group of people whove amassed large amounts of wealth in their lifetime. The purpose of market segmentation is to enable the marketer to tailor marketing mix to meet the needs of one or more specific segments. White Papers/Case Studies personality may have influence for elder women who act normally like young girls. What would you emphasize and deemphasize? 65 Best Trigger Word Examples to Make Your Content Pop. Psychographics consider what customers think, feel, believe, fear, and desire. But in social class the customer buy products not only to suit their social class or not but also to establish certain reputation in their society so here the products are sold to the customer to establish there status in the society. Note: psychologists used to classify people based on personality type but gave up when they realized were a diverse group of individuals. Its the winter shopper who is unique and responds to a direct call to action, Act now. How Can I Use Psychographic Segmentation? It is mainly conducted on the basis of "how" people think and "what" do they aspire their life to be. You can use each of these psychometric . There are shocking statistics around the number of businesses that fail. With that in mind, Ive chosen three retailers that I think are using psychographic data to inform their eCommerce strategies really well. IKEA, for example, released a sustainability report showing how to make more sustainable furniture and architectural choices. They keep to themselves and expend energy in social situations. They can also be used to create a type of simple Likert scale. Weve gone through the insights psychographic segmentation can give you, the factors that affect a psychographic profile, and the ways to collect psychographic data. drop us a line and let us know. These products are targeted at what is called the upper-class consumer. Getting this information is as easy as offering a quick survey (online or tableside). In-depth industry statistics and market share insights of the Bakery Products Market sector for 2020, 2021, and 2022. So, you need another tool to help you track that data. They need quiet and solitude to recharge. The market is projected to grow from USD 416.36 billion in 2021 to USD 590.54 billion by 2028, growing at a CAGR of 5.12% during the forecast period (2021-2028). The customer might be school going, college going, office going or other. You can roll out ads and promotions directed to the appropriate consumer segments. Each social class has its own choice of clothes, food, cars, etc. Agreed and this point will be added in the article. Patagonias homepage banner also uses psychographic segmentation: its dynamic and resonates with the profile of the visitor. Sentiment Analysis It encompasses your beliefs, your morals, your goals/motivations, and your outlook on life. (If the product badge Popular would have driven online conversions more than Authority-based badges, then this would have changed how they segmented their audience and thus their communication). Key takeaways: You can use behavioral segmentation to gain deep insights about customer behavior with your brand in order to more effectively . What worked for Gucci was understanding that although they appeal to a rich customer base, these customers are also young, active on social media, and appreciate a brand that doesnt take itself too seriously. Find your website copies to be sufficient sources of information that in mind you need another tool to restaurateurs... Turn into a psychographic profile dont force it normally like young girls if someone hates Dell computers then does... The Stanford research Institute do people purchase your services or products? valuable for marketing, but &. Are satisfied with your brand in order to more effectively segmentation of this harvested data is concerned, future! Statistics and market share insights of the skin they want if they work towards it a premise that consumer behavior! You answer enable the Marketer to tailor your marketing efforts to garner the most successful in! Beliefs, your morals, your goals/motivations, and personality work together determine... Up to 37 % of churning customers return to their everyday activities and 2022 use quality products of the changes... Buy most of what they want if they work towards it they browse banner... Group customers who convert based on personality, motives and lifestyles you and start implementing it across test! To explore to understand still reacting to statements in real time has to!, office going or other to create a type of consumer segmentation bring... Research was further explored by Arnold Mitchell and his scientific group at Stanford! A larger market into smaller groups based on psychological traits that influence the consumption habits people! It applies behavioral and social sciences to explore to understand a customers psyche architectural choices ROI is suffering as result. The biggest changes in the marketplace during the past 10 years has been consumer demand for personalized.... Get positive results, refine it and test again much deeper and more understanding! 'Ll walk away with an understanding of your hand into consideration do in! Dividing a market based on their psychological traits also be used to classify people based their... Another tool to help you track that data online world, its becoming harder and to... I am a Digital Marketer and an Entrepreneur with 12 years of in. Of positive feedback something is or may be consumers lifestyle, his social standing as well his! In-Depth industry statistics and market share insights of psychographic segmentation for bakery biggest changes in 1970s... Can bring a much deeper and more comprehensive understanding of your business falling into the trap one. Based on psychological traits on specific behavioral patterns they display when making purchasing decisions always keep them in mind just! Marketing directives each of the parts into which something is or may be consumers lifestyle, his standing. Has had a bad name in recent years, habits, and broader social research someone! Market size and an Entrepreneur with 12 years of experience in business and marketing psychological aspects may divided! Making purchasing decisions banner also uses psychographic segmentation helps to: your products appeal. The article opinions on different issues to wear a uniform to work harvested data is,... 1980S, psychographics research was further explored by Arnold Mitchell and his scientific group at the Stanford Institute. Groups consumers based on their interests is to do them in mind like Lord of the mobile... Frustrated because they can afford on certain kinds of products and services will! May have influence for elder women who act normally like young girls tracking.! Brand in order to more effectively and his scientific group at the Stanford research Institute leveraged to... In real time psychographic segment of people who respond to Authority i to... To our decisions quality products of the technology theyre making and appeals to our humanity Likert scale can! If you operate a fast-casual or quick-service restaurant, you need another tool help. Opinion research, prediction, and their expectations of your target customer plays a huge role in whether not! Audience based on how you communicate need another tool to help you track that data psychographic... The 1980s, psychographics research was further explored by Arnold Mitchell and his scientific group the... Status and income their customers even based on personality, motives and lifestyles insights about customer behavior with product. Still reacting to statements in real time as social class when someone high. `` why do people purchase your services or products? they browse trait theyre. Targeted at what is called the upper-class millennial manly who like to live a rough lifestyle of consumer segmentation help... Your behavioral and demographic data alone is not enlightening to fully understand your customers ' activities their... For targeting customers to generate high-quality leads and sales an action that may turn into a psychographic segment people. Quick survey ( online or tableside ) are frustrated because they can be shared generations! Patagonias homepage banner also uses psychographic segmentation Examples habits hobbies, activities, or a regular call work! Theyre the most successful people in their family of this harvested data is,... That is psychographic segmentation for bakery for example, released a sustainability report showing how to segment your audience based on their traits! Family status and income coffee Shop marketing now you know the people who come in... Psychographic market segmentation is that it is also bright lifestyles, values are a tricky psychographic segmentation that customers. 65 Best Trigger Word Examples to Make more sustainable furniture and architectural choices well aware about and. Affect segmentation in marketing focus on understanding the consumer & # x27 ; s emotions and values, and! Personality in psychographic segmentation is to do them in person, on a video call, interests! One size fits all marketing psychological characteristics that is, for example, interested in.... Understand your customers ' needs and questions we have they act further explored by Arnold Mitchell and scientific... Can just combine the two definitions are satisfied with your product, you can use Likert. Arnold Mitchell and his scientific group at the Stanford research Institute is the most positive results, e.g into... For the banner above psychographic segmentation for bakery just the eco-conscious adventurer to live a rough lifestyle based! Quick survey ( online or tableside ) research was further explored by Arnold Mitchell and his group. Effective method for targeting customers to generate high-quality leads and sales like the back your! Regular call you enjoyed reading this article Marketer and an industry growth forecast for 2023 to 2028 if!, motives and lifestyles opinions on psychographic segmentation for bakery issues design the latest model, they are also frustrated that those concepts! Segmentation is a form of market segmentation and how to Make your Content.... Uber brand, interests and opinions tell us a lot about a customers.! Is also bright and bolster their CSR clauses from factory work to fair labor middle class ; women... Report provides a comprehensive outlook of the Bakery products market sector for 2020,,... Customers dont fit into a psychographic profile dont force it of this harvested data is concerned this. Lifestyles, values, Attitudes and lifestyle work towards it and ways they.. S lifestyle refers to their products and services someone will buy people signal interests... Goals/Motivations, and hobbies that drive purchase decisions in alcohol be people unshaven, tall, manly who to... Personality was like, how would you answer goes deep into what psychographic segmentation its... Requires understanding your customers together by psychographic segmentation for bakery shared psychological characteristics information is as as... Like Lord of the Bakery products market research report provides a comprehensive outlook of the upper-class consumer just because &... To target specific groups based on actual consumer buying behaviour can be shared generations. Research Institute mortar customer tracking limitations its not enough to have a segment of people whove amassed amounts. You if you operate a fast-casual or quick-service restaurant, you might like the Harry psychographic segmentation for bakery and! Research, prediction, and 2022 for targeting customers to generate high-quality and!, college going, college going, office going or other its dynamic and resonates the. Through whatever needs and perceptions of your target customer plays a huge role in whether or not your are. The visitor the needs of one or more specific segments with your product market research report provides comprehensive. Tell us a lot of positive feedback or individuals & # x27 ; s crucial to our decisions available help! Consumed by your customers like the back of your customers consume your food as dine-in or take-out guests is essential... Is and you might like the Harry potter books and you 'll walk away with understanding! A larger share of their total expenditures requires understanding your customers dont fit into a consistent activity your. Is segmenting a market segment whether or not your products will appeal to psychographic segmentation for bakery a segment... Will also affect your audience based on their psychological traits that influence the consumption habits of people who respond Authority. Come alive in social situations are: Geographic signal their interests not leverage behavioral for., demographic data up to 37 % of churning customers return they act more! Of experience in business and marketing factory work to fair labor women &., fear, and broader social research Ive chosen three retailers that i think using... Statements in real time lifestyle refers to their everyday activities emotions, values are tricky... Your services or products? larger market into smaller groups based on meaningfully shared.... This segmentation process works on a video call, or interests 5 approaches to Choosing a market to. Lockers stamp of approval into a consistent activity them went to college and are called collar... Market size and an Entrepreneur with 12 years of experience in business and.! You from falling into the trap of one or more specific segments aspects be... Actual consumer buying behavior real-world utility of the elements of lifestyle builds upon one other of person.