Consumer geographies demographics and psychographics

The term geographics, in terms of consumers, means where people live. The word demographics concerns the statistics of an area's population, such as number of households along with their composition, income, sex, age, education and occupation. Combining geographics and demographics has coined the word geodemographics, which is simply a demographic description of those within specific geographic areas. The data are sometimes presented as descriptions of localities; in other cases the marketer predefines the characteristics of what are considered their best customers or prospects and obtains a list of where such people live.

Psychologists use the term psychographics to mean the personality characteristics of an individual. Now that its usage has been adapted to marketing research, its meaning has been expanded. It is used to describe people not only in terms of their personality characteristics, but also in terms of their interests and lifestyles as a reflection of these characteristics.

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