Consumer Psychographics: Why are these gaining importance more than Demographics?

This research article is an attempt to gain an insight about why psychographic factors are given equal if not more importance than demographic factors while doing any consumer research. In consumer research, researchers persistently encounter such problems like which factors would be giving more accurate outcomes, age-old demographic factors or scientifically-tested psychographic ones. Like demographic factors which have almost always given consistent, expected and desired results, reliability of psychographic factors-its measures and analysis is still a matter of concern. In this article, research attempt to find out why, despite their certain shortcomings and not so strong reliability in results, researchers are still using them in their researches. Keywords: Psychographics, Demographics, Personality, Attitude and Lifestyle.