What is an example of psychological segmentation?

Psychological segmentation focuses on understanding the mental and emotional characteristics of consumers rather than just demographic or behavioral traits. In this context, "Coke Zero Sugar for those health conscious" is an example of psychological segmentation because it specifically targets consumers who have a health-conscious mindset and are often concerned about their sugar intake and overall lifestyle choices. This segment is motivated by their desire to make healthier eating and drinking decisions, and the product appeals directly to those psychological motivations.

Products like Coke Classic and Coca-Cola Vanilla might appeal to traditional consumers or flavor seekers, respectively, but they do not specifically align with the psychological traits of health consciousness. Similarly, while Coca-Cola Energy targets young adults, it is more about demographic segmentation than tapping into health-related attitudes. Thus, Coke Zero Sugar aligns perfectly with the principles of psychological segmentation, as it addresses the specific mental attitude of health awareness among its target market.