Why is personality used in consumer research to identify distinct and sizable market segments?

There are four principal groups of variables used in marketing segmentation: Demographic, Geographic, Psycho-graphic and Behavioral.





Personality is a variable that falls within Psycho-graphics. According to Myers-Briggs type indicator there are 16 distinctive personality types. Some measurements have been done about the percentage of each personality type within the entire population (check the link below for approximate distribution of each personality type in USA).


Therefore, personality is a variable that is both distinctive and sizable.


An excellent way to segment the market.

Why is personality used in consumer research to identify distinct and sizable market segments?
I want to fit in and so do you.





And with this answer i break 300 pts and will get closer to being the best.
Reply:So you can make best use of your marketing spend. (Without spill over)

canine teeth