Consumer Profiles (Rle Consumer Behaviour) An Introduction to Psychographics

Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book 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.

About the author

Barrie Gunter, Adrian Furnham

Product details

• Authors: Barrie (University of Leicester Gunter, Barrie Gunter, Adrian Furnham
• Publisher: Taylor & Francis Ltd.
• Content: Book
• Product form: Hardback
• Publication date: 26.11.2014
• Subject: Social sciences, law, business > Business > Miscellaneous; Non-fiction book > Psychology, esoterics, spirituality, anthroposophy > Psychology: general, reference works
• EAN: 9781138832459
• ISBN: 978-1-138-83245-9
• Pages: 194
• Series: Routledge Library Editions: Consumer Behaviour
• Subjects: PSYCHOLOGY / Industrial & Organizational Psychology, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, Sales & marketing, Occupational and industrial psychology, Occupational & industrial psychology, Sales and marketing, Market segmentation, consumer psychology, Audience Targeting, personality assessment, media consumption patterns, Lifestyle Analysis, psychographic research methods