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FMAD 1110: Fashion Fundamentals Textbook: 3.2 Psychographics & Behavioristics

Psychographics & Behavioristics

Psychographics & Behavioristics

 

Psychographics focus on the customer's lifestyle (activities, interests, hobbies), values, attitudes, concerns, personality, and social class. This focuses on the way the customer lives their life.

  • Psychographics (Lifestyle and Personality Characteristics) examples:
    • Consumer spends time...
    • Interests
    • Activities

Behavioristics focus on the consumer's opinions on products/services on usage, purchase habits, customer loyalty to brands, consumer engagement with brands/sites. This focuses on the customer's interaction with the brand and its products.