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.

Sommario

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

Info autore

Barrie Gunter, Adrian Furnham

Dettagli sul prodotto

• Autori: Adrian Furnham, Barrie Gunter, Barrie (University of Leicester Gunter
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 26.11.2014
• EAN: 9781138832459
• ISBN: 978-1-138-83245-9
• Pagine: 194
• Serie: Routledge Library Editions: Consumer Behaviour
• Categorie: Saggistica > Psicologia, esoterismo, spiritualità, antroposofia > Psicologia: tematiche generali, opere di consultazione; Scienze sociali, diritto, economia > Economia > Altro; 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