Final answer:
Psychographic studies enable marketers to target consumer groups based on lifestyle and psychological traits rather than solely on demographic parameters like age.
Step-by-step explanation:
Psychographic studies help marketers focus on a lifestyle rather than on a specific age group. Unlike demographics, which categorize consumers by age, gender, income, etc., psychographics analyze the psychological attributes of people, including attitudes, interests, and opinions. This helps in creating marketing strategies that align more closely with the consumer's lifestyle and values.