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

Consumer Profiles (RLE Consumer Behaviour)
An Introduction to Psychographics

ISBN 9781138832466
Published October 15, 2015 by Routledge
202 Pages

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Book 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

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