Consumer Profiles (RLE Consumer Behaviour)

Name: Consumer Profiles (RLE Consumer Behaviour)
Author: Barrie (University of Leicester, UK) Gunter

An introduction to psychographics

Specificaties

Gebonden, 194 blz. | Engels

Taylor & Francis | 1e druk, 2014

ISBN13: 9781138832459

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Taylor & Francis 1e druk, 2014 9781138832459

Onderdeel van serie Routledge Library Editions: Consumer Behaviour

€ 195,87

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Samenvatting

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.