Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics, 1st Edition (Paperback) book cover

Consumer Profiles (RLE Consumer Behaviour)

An Introduction to Psychographics, 1st Edition

By Barrie Gunter, Adrian Furnham

Routledge

198 pages

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Description

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 uses case study material to focus on some specific products from cameras to pet food.

Table of Contents

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

About the Series

Routledge Library Editions: Consumer Behaviour

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS043060
BUSINESS & ECONOMICS / Marketing / Research
PSY031000
PSYCHOLOGY / Social Psychology