Overview

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.

Full Product Details

Author:   Barrie Gunter (University of Leicester, UK) ,  Adrian Furnham (University College, London, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 13.80cm , Height: 1.10cm , Length: 21.60cm
Weight:   0.249kg
ISBN:  

9781138832466

ISBN 10:   1138832464
Pages:   202
Publication Date:   07 October 2015
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Barrie Gunter, Adrian Furnham

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