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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.
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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 19
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Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. In analysing the personality values a
This book is concerned with the application of the behavioural sciences, notably social psychology and sociology, to the study of consumer behaviour. The emphas
Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most l
