ized early on that there was no real difference between the quality of shoes. Therefore, they changed from marketing that tended to focus on te quality of their product, and instead concentrated most of their efforts on selling their product as a hybrid between a luxury item, a high fashion accessory, a fully functional shoe, and a mechanism for making a statement to friends and strangers about the owner's sense of self-identity.
Psychographic techniques are used by marketers seeking a better or more comprehensive understanding of the marketplace, and how to best market the company's products and services to the consumers that appear to represent the best and the most frequent selling opportunities. Even though a company such as Nike may have determined its target market and target market demographics, people within that group still have very different perceptions about the benefits or value of any product. They will be motivated by a number of reasons to purchase Nike shoes or to avoid doing so. These differences between people in the same market segment
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