Dividing the market according to buyer groups’ social class, lifestyle or personality characteristics is called psychographic segmentation. For instance, social class has a solid impact on consumer’s preference in cars, and clothing. Due to this, brands like Elie Saab offer both haute- couture (e.g. for celebrities, loyalty, etc.) and ready-to-wear collections. Another variable to use for psychographic segmentation is lifestyles of consumers which also influence product choice. For example, for consumers who are careful about their diet, Coca Cola produces “light” versions of its products.