Consumer profiles : an introduction to psychographics
著者
書誌事項
Consumer profiles : an introduction to psychographics
（Consumer research and policy series）
Routledge, 1992
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注記
Includes bibliographical references (p. [171]-183) and index
内容説明・目次
内容説明
Psychographics is an important and often little understood area of market research. Over the last thirty years interest in personality-based approaches to consumer behaviour - understanding how consumers of particular products can be divided into types or classes - has grown considerably. Better research designs, more appropriate measures and more realistic expectations have led to results that shed new light on consumer choice and are directly applicable in marketing management and research. Based on a comprehensive review of the available literature in psychology and marketing research, this handbook attempts to explain thoroughly the techniques used in psychographics and how they are applied in marketing.
目次
- Market segmentation strategies
- history and background of psychographics
- personality profiling of consumers
- psychographic systems for consumer profiling
- critique of psychographics
- applications of psychographics 1: consumer activity
- applications of psychographics 2: media markets
- applications of psychographics 3: consumer subgroups
- putting psychographics into practice.
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