Personality – Personality in psychogaphic segmentation is dependent on both – lifestyle as well as social class. A person will have a rich personality only if he has high buying power as well as the taste in clothes to maintain such a lifestyle. Thus the term “Brand personality” came into effect. The reason for that is that different brands target different personalities. A simple example would be if i ask you what comes in mind if i talk about a “Harley davidson biker” more commonly known as Hogs. They would be people unshaven, tall, manly who like to live a rough lifestyle. That’s the personality built for harley over time. Thus brands target their customers even based on their personality.