adidas market segmentation techniques?

[raghu s]

consumer market
1. demographic segmentation
2. phychographic segmentation

[jim bo]

. That scared me! 'phychographic ' ! Billy Bob was a psycho!
"...In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Attitudes, and Opinions). They can be contrasted with demographic variables (such as age and gender), and behavioral variables (such as usage rate or loyalty). " ...
... It all comes down to; Adidas wants rich guys who are insecure enough to pay $150 for some shoes, thinking shoes will make them super-jocks.