Digital story expression and partitioning consumers according to the style of life (psyographic)

Market segmentation is a necessary need to run marketing activities effectively. The aim of this study is to make the market segmentation of consumers according to their lifestyle (psychographic). In the study, the political tendencies of the consumers were analyzed as a target / output variable as a criterion by digital story. Instead of making consumers experience trial and error, their experiences will be exceeded by segmenting the users. If digital stories are used in the decision tree in the findings by blending them, the users will be psychographically divided. According to the decision tree, user's lifestyle can be analyzed with a maximum of five questions. Considering the result that is obtained from this research, consumers can be psychographically divided with less cost and effort. It is the best opportunity for companies to evaluate their customers in order to make them more valuable. The study consists of three parts. In the first chapter, the literature is mentioned. As a second part, an application which is mentioned. In practice, questions were asked to the participants through a questionnaire. The last part which is chapter 3, asses an analysis the result of the study ( output of the survey). In this section, the dataset which is analyzed by using the CHAID algorithm is divided into five meaningful subgroups for what the meaningful decision tree is obtained.