Target market segments are defined by common factors such as <u>all of the above</u>.
Psychography is a qualitative methodology used to describe the characteristics of people based on their psychological attributes. Psychography has been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles. Because this field of study focuses on activities, interests, and opinions, psychographic factors are sometimes abbreviated as 'AIO variables'.
Psychography is applied to the study of cognitive attributes such as attitudes, interests, opinions, and beliefs, and to the study of overt behavior.
Individual or community psychographic studies have value in the areas of marketing, demographics, polls, forecasting, and social research in general. Psychographic attributes can be contrasted with demographic variables, behavioral variables, and organizational descriptors such as industry, number of employees, and functional areas.
Psychographic techniques gained prominence in the 2016 US presidential election and the rival campaigns of Hillary Clinton and Donald Trump.
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