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Consumer profiles : an introduction to psychographics

Author: Barrie Gunter; Adrian Furnham
Publisher: London ; New York : Routledge, 1992.
Series: Consumer research and policy series.
Edition/Format:   Print book : EnglishView all editions and formats
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Additional Physical Format: Online version:
Gunter, Barrie.
Consumer profiles.
London ; New York : Routledge, 1992
(OCoLC)622604797
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Barrie Gunter; Adrian Furnham
ISBN: 0415075343 9780415075343
OCLC Number: 25025348
Description: vii, 189 pages : illustrations ; 23 cm.
Contents: 1. Introduction: market segmentation strategies. The role of market segmentation. Target marketing. Segmenting consumer markets. Physical attribute classification. Behavioural attribute classification --
2. History and background of psychographics. Clarifying the definition of psychographics. Qualitative or quantitative psychographics --
3. Personality profiling of consumers. Psychoanalytic theory. Motivation theory. Social theory. Trait-factor theories. Self-concept theory. The application of personality variables to consumer markets. Conclusions from personality research --
4. Psychographic systems for consumer profiling. Psychographics. Lifestyle concepts and measurements. The basic VALS system. A comparison of VALS and other monitors. New VALS system. Social value groups. List of Values --
5. Critique of psychographics. General or specific? The pros and cons of psychographics. Appraising psychographics. Application of psychographics --
6. Applications of psychographics: I. Consumer activity. Shopping types. The supermarket customer. Psychographic profiles for different retail categories. Local versus non-local shopping. Fashion. Product specific segmentation --
7. Applications of psychographics: II. Media markets. Segmenting media markets. Television audience segmentation. Psychographic audience typologies. Home video --
8. Applications of psychographics: III. Consumer sub-groups. The women's market. The elderly --
9. Putting psychographics into practice. Advantages of psychographics. General guidelines for practitioners. Syndicated research. Specific concerns with market segmentation. The generalisability of market segmentation.
Series Title: Consumer research and policy series.
Responsibility: Barrie Gunter and Adrian Furnham.

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