Psychographic Segmentation Definition
Psychographic is grouping customers with similar psychographic perceptions of a brand. This guide takes you through psychographic segmentation examples of companies popular worldwide.
Marketers understand that getting customers to buy a product is through their hearts and mind. Before a campaign, marketers try to understand what motivates customers to purchase. Furthermore, they try to understand how customers perceive a brand and how it is likely to be impacted by customers’ beliefs.
In psychographic segmentation, marketers will sell values, attitudes and lifestyles that customers identify with. It is a strategy of making a customer feel that a given product or service is the actual desire of their heart and thoughts.
Psychographic Segmentation Examples
1. Emirates
Emirates uses psychographic segmentation in pricing for different classes of air travel. This segmentation strategy charges travellers differently based on their preferred travel class.
A customer must weigh prices charged for different classes and determine whether it’s worth it. Emirates offers exceptional travelling experiences across the board to create more value for travellers’ money. It identifies charges as the ‘best fares’ customers can get in their preferred class.
2. Coca-Cola
You’ve probably noted that Coca-Cola’s commercials feature people in social setups, more so families. The company markets its beverages to people inclined to social interactions and exchanges. This is why alongside featuring family setups, it also embraces racial diversity in its commercial.
The psychological trait that Coca-Cola segments are social cohesion and a sense of belonging.
Coca-Cola commercials are tailored based on the geographical locations of targeted customers. Dependent on a region of targeted customers, Coca-Cola tries as much as possible to feature commercials that show people coming together to enjoy life and create memories.
3. Apple
Apple sells lifestyle and social status to customers. In its marketing campaigns, the company capitalizes on the luxurious lifestyle of customers who buy Apple products. Taking photographs is one lifestyle that Apple focuses on in its psychographic segmentation. The company shows how its iPhone camera takes high-resolution photos, most importantly, in the presence or absence of natural light.
Apple also groups its market based on psychological interests. It showcases its products and other digital solutions to have been developed with the interest of corporates at heart. This has been a successful psychographic selling point for Apple. In news broadcasting, most journalists have MacBooks on their desks. It is also common to find Apple Desktops in most offices.
4. Tesla
Tesla is a clean energy company that makes environmentally friendly technologies. The company is popularly known for its electric vehicles. Tesla uses psychographic segmentation by making cars for environmentally concerned people. In marketing its EVs to this segment, Tesla shows why and how electric vehicles are more sustainable than internal combustion engines powered cars.
READ ALSO
5 C’s of Marketing Analysis and Example
Tesla has come to exponential growth when the world is trying to confront climate change and global warming. It sells its technologies to people concerned with the human carbon footprint. To the company, this market segment does not just buy cars. Instead, they are actively protecting their environment and monitoring their lifestyles to ensure they leave the least carbon footprint on the environment.
5. PayPal
PayPal is a company offering financial services to individuals and corporates worldwide. In its marketing, PayPal segments its target customer dependent on two primary psychographic attributes. One, PayPal focuses on customers who mind the safety of online payments. With a hackers-infested cloud ecosystem, safety is a crucial selling point that has made PayPal popular for safe payments.
The second photographic attribute that PayPal emphasizes in marketing is its convenience. In the company psychographic segmentation, PayPal identifies its financial services as the best go-to solution in case of online payments. It allows users to pay for products or services online without conversion of their currency. This is why most e-commerce stores will likely include PayPal, among other payment options.
6. Home Depot
Home Depot uses convenience as a psychographic element of customer segmentation. From the layout of their stores and customer support services, one gets convenience when buying from Home Depot.
This attracts individuals and even professional contractors who want an enjoyable experience in their construction projects. For more convenience, Home Depot takes orders via its app and packages everything prior to customers’ collection. This saves Home Depot’s customers time, adding more to their convenience.
7. Red Bull
Red Bull uses different attributes of psychographic segmentation, like lifestyle and personality.
In its portfolio, Red Bull has products meant for people who like extreme sports and events. These are people who are open-minded to experience unchartered waters.
8. PepsiCo
Social class is the dominant psychographic segmentation used by PepsiCo. Some drinks are moderately priced, and these are meant for people in the middle class. There are also expensive products in the company’s portfolio, and these are meant for customers in the upper class.
9. Jeep
Jeep uses psychological attributes like performance to segment its customers. The company makes performance cars like Trackhawk, giving drivers nothing but sheer power on the road.
The company also segments customers based on their lifestyles. Jeep targets customers who like to camp and go on off-road adventures. Cars like Jeep Wrangler Rubicon gives users a sheer off-road performance.
10. Volkswagen
Volkswagen owns car brands like Audi, Porsche, and Lamborghini. The company uses psychographic segmentation in manufacturing different car brands. For instance, Lamborghini and Bentley are meant for customers in the upper class.
The company also makes cars for those in business. In the portfolio, Volkswagen manufactures different models of commercial vehicles. These are designed with efficiency and reliability at heart.
11. Oracle
The dominant users of oracles are companies that sell technology products. These significantly use Oracle to market their technological products to the target market effectively. Other businesses equally use Oracle for effective data management.
12. Salesforce
Salesforce is meant for professionals in their field. These are employees or even employers oriented to grow within their careers. Salesforce provides an intuitive dashboard to resonate with the needs of these highly-educated users.
13. Caterpillar
Caterpillar manufactures heavy equipment for use in construction and mining. These are meant for contractors and engineers in mining and construction projects. It has been an effective market segmentation that has made Caterpillar a leading heavy equipment manufacturer.
14. Nestlé
Under Nestlé’s portfolio, different products are meant for varying customers based on their psychographic elements. For instance, Nescafe is meant for customers who like high-quality coffee. These customer tends to consume coffee during breaks from their daily chores and hence do not want to spend so much time preparing coffee.
15. Unilever
Unilever manufactures different consumer goods. Each consumer good has a targeted customer based on different attributes like psychology.
Take, for instance, OMO. This is a product meant for people who are involved with different household activities. OMO is a fundamental product helping them to maintain cleanliness within their households.
16. Rolex
This is a company known for its luxury watches. Rolex has probably crossed your mind if you have been considering upgrading your watch to a luxurious one.
The company makes watches for people living luxurious lives. If you are such a person, the company has a luxurious watch collection you can imagine of.
If you are observant enough, you could have noted that these are popular watches among celebrities. To them, a Rolex watch is a status symbol, and this is what Rolex wants to be known for precisely.
17. Casio
Casio is a company known for its reliable and durable electronics. The company’s success in the electronic products market is related to market segmentation.
Lifestyle is one of the dominant psychographic factors used by Casio in market segmentation. Casio has electronic products for students and business people. Casio calculators are one of the company’s electronics you have seen either in business or with a learner.
18. Michelin
For car enthusiasts, Michelin tyres are a pretty common name. The company is the second largest tyre manufacturer in the world. Michelin segments its market based on psychographics as well.
Safety is one of the psychographic factors used by Michelin in market segmentation. Michelin manufactures tyres that are safe enough for different driving conditions.
19. Pirelli
This is also a popular name in tyres industry. Unlike Michelin, which makes tyres that offer optimal safety to users, Pirelli has built a name as a manufacturer of high-performance tyres.
In its psychographic segmentation, bicycle, high-performance motorcycles, and car drivers are at the heart of Pirelli. The company assures making tyres that can take beating subjected to by these high-performance drivers.
20. Tetra Pak
Tetra Pak targets people who are cautious about their living standards. In its psychographic segmentation, the company targets customers aspiring for the highest possible living standards.
These customers like high-quality packaged and processed food to resonate with their confidence.
