Consumer Profiles (RLE Consumer Behaviour)

An Introduction to Psychographics
1. Auflage 2015
ISBN: 978-1-138-83246-6
Verlag: Routledge

Buch, Englisch, 202 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 262 g

Reihe: Routledge Library Editions: Consumer Behaviour

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.

Zielgruppe

Postgraduate, Professional, and Undergraduate

Autoren/Hrsg.

Gunter, Barrie

Furnham, Adrian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Sozialwissenschaften Psychologie Allgemeine Psychologie Sozialpsychologie

Inhaltsverzeichnis

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

Über Autor(innen)

Barrie Gunter, Adrian Furnham