Donna Roberts - Psychographic Segmentation

Psychological Measures Related to Consumer Behavior and Lifestyle

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Über das Buch

- in englischer Sprache -

Zum Inhalt

Psychographic segmentation divides markets based upon differences in consumer lifestyles and involves examining attributes such as personality dimensions, identifying characteristics and consumer values that represent the underlying motives of consumer behavior. Specifically, the determination of lifestyles is usually based on an analysis of a composite of the activities, interests and opinions (AIOs) of consumers. As such, lifestyle represents a patterned way of life into which consumers fit various products, activities and resources and describes the groups’ typical consumption behaviors and expectations. These lifestyles are then correlated with the consumers’ product, brand and/or media usage.

Currently there are numerous classification schemes detailing lifestyles that attempt to explain consumer behavior. To date, no consensus has been reached regarding standardized lifestyle segments that exist in the United States or in other countries. Various psychographic studies have reached differing conclusions about the number and nature of lifestyle categories. This paper explores various popular psychographic segmentation schemes, detailing the way in which they use psychological aspects of the consumer to categorize market segments and predict behavior. [...]

Schlagworte

Marketing, Psychographics, Market Segmentation, Lifestyle Marketing, Lifestyle Segmentation, Customer Characteristics, Consumer Lifestyle, Consumer Behavior, Psychological Measures, Konsumentenverhalten

  • Autor*in
    Donna Roberts
  • Seiten
    128
  • Zusatzinfos
    - in englischer Sprache -
  • Jahr
    Hamburg 2019
  • ISBN
    978-3-339-10730-5
  • Fachdisziplin
    Marketing & Absatz
  • Schriftenreihe
    Studien zum Konsumentenverhalten
  • ISSN
    1613-9100
  • Band
    84
  • Fachbereich
    Wirtschaft

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