1st Edition
Consumer Profiles (RLE Consumer Behaviour) An Introduction to Psychographics
202 Pages
by
Routledge
198 Pages
by
Routledge
198 Pages
by
Routledge
Also available as eBook on:
Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and... Read more
1. Introduction: Market Segmentation Strategies 2. History and Background of Psychographics 3. Personality Profiling of Consumers 4. Psychographic Systems for Consumer Profiling 5. Critique of Psychographics 6. Applications of Psychographics: i) Consumer Activity 7. Applications of Psychographics: ii) Media Markets 8. Application of Psychographics: iii) Consumer Sub-Groups 9. Putting Psychographics Into Practice
Biography
Barrie Gunter, Adrian Furnham
