Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics

1st Edition

Barrie Gunter, Adrian Furnham

Published October 7, 2015
Reference - 198 Pages
ISBN 9781138832466 - CAT# Y173480
Series: Routledge Library Editions: Consumer Behaviour

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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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