Discussion
Psychographic segmentation divides customers based on the :
Answer: D
Psychographic segmentation divides customers by lifestyle and personality.
Psychographics uses psychological traits, lifestyles (activities, interests and opinions) and values to group buyers. People in the same demographic group can have very different psychographic profiles, which is why marketers use it alongside demographics.
Dividing by actual behaviour towards a product (usage rate, loyalty, benefits sought) is behavioural segmentation, by age, income or gender is demographic segmentation, and by location is geographic segmentation.
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