Title: Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics (Routledge Library Editions: Consumer Behaviour)
Publisher: Routledge 2015-10-07
Publication Date: 2015
Language: English
ISBN 10: 1138832464
ISBN 13: 9781138832466
Binding: Paperback
Condition: New

About this title

Synopsis

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.

About the Author

Barrie Gunter, Adrian Furnham

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