In this video, I am going to talk about psychographic segmentation. It has often been found that people with the same demographic profile may act in a totally different manner. This happens due to the differences in their personality, lifestyle and values. And psychographics is all about that. Psychographics is the science of using psychology and demographics to understand the customers better. Marketing researchers have tried to map individual lifestyle patterns to segment the market. And one of the famous methods of psychographic studies, AIO framework that is activities, interests and opinions framework. Now AIO framework explains the individual lifestyle patterns based upon the activities, interests and opinions with demographic variables. Personality is also important factor in segmenting the market. Generally, the market years try to project the brand personality which imitates the target consumer personality. Psychographic segmentation can also be understood in American context through three consulting business intelligence model framework that is also known as valve framework. That is the values and lifestyle model. Now, valves is based on four demographic factors. Sex, education, age and income. And 35 attitudinal questions like I am often interested in theories, I like a lot of variety in my life and so on to profile the consumers. The valve framework divides the American adults into eight typologies under two categories. Higher resources and lower resources. Higher resources include innovators, thinkers, achievers and experiencers and lower resources include believers, strivers, makers and survivors. Although the framework is not very useful in the Indian context, but it can give you an insight and can be modified to suit the Indian environment. Titan as you know the top most watch brand in India offers different watches under subbrans like Octane, Orion, Age, Heritage, WWF collection etc. to target the different psychographic customer base. That is why psychographics is very very important. Thanks for watching the video.