Daniel joined an outdoor activities club. He has begun to purchase many books about kayaking and rafting. Borders bookstore sends him email promotions focusing on outdoor activities. This is an example of segmentation based on his lifestyle.

Psychographic Segmentation

Explanation:

Psychographic Segmentation is a technique used in grouping or determining a market segment based on personality traits, beliefs, lifestyle choices, interest and other factors. It is a technique used in market Segmentation to determine target customers using psychological traits of individuals lifestyle that determines consumption habits. In this case, because Daniel joined an outdoor activities club and began to purchase books concerning outdoors, borders bookstore uses it as an opportunity to send promotions focusing on outdoor activities influenced by Daniel's lifestyle.

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