Porsche
Porsche Cars North America is an example of a company that uses psychographics to divide up its consumers Porsche sells cars costing between 40 and 82 thousand to a demographically homogenous group consisting of 40something male college graduates earning over 200000 per year Even with this information Porsches sales were slipping They hired a team of anthropologists to figure out the psychographic composition of their consumers What they found surprised them They had been marketing to the wrong people in the wrong ways
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