Psychographic segmentation is based on which factors?

• A. Personality, lifestyles, and social class
• B. Geographic location
• C. Age, life-cycle stage
• D. Usage rate

Answer: (A)

Psychographic segmentation groups people by what motivates them, how they think, and what they value. It focuses on psychological attributes and lifestyle patterns, including personality, values, attitudes, interests, and overall way of living. The factors listed—personality, lifestyles, and social class—capture these dimensions, since personality shapes preferences, social class influences tastes and cultural norms, and lifestyles reflect the pattern of activities and values that drive choices.

Geographic location describes where someone lives, which is not about motivation or inner drivers. Age and life-cycle stage are demographic descriptors, indicating who the consumer is rather than why they behave the way they do. Usage rate is a behavioral measure of how much someone uses a product, not why they prefer it. So the combination of personality, lifestyles, and social class best fits psychographic segmentation.