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Description - Consumer Profiles by Barrie Gunter

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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Book Details

ISBN: 9781138832466
ISBN-10: 1138832464
Format: Paperback / softback
(216mm x 138mm x mm)
Pages: 198
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 7-Oct-2015
Country of Publication: United Kingdom

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