The division of a market on the basis of consumers' lifestyles and personalities is?

• A. Geographics
• B. Demographics
• C. Psychographics
• D. Seasonal Discounts

Answer: (C)

Psychographic segmentation groups customers by how they live, what they value, and their personalities—their lifestyles and attitudes. This matters because people with similar demographic traits can still buy very differently, while shared values and interests strongly influence how they respond to products and marketing messages. By understanding these psychographics, marketers can tailor offerings and communications to fit a lifestyle, such as targeting environmentally conscious, adventure-minded consumers with sustainable, rugged products and messaging. Geographics splits markets by location; demographics looks at age, gender, income, and other stats; seasonal discounts are pricing tactics, not a way to categorize customers.