Use of psychographics in consumer market segmentation: The South African experience
South African Journal of Business Management
| Field | Value | |
| Title | Use of psychographics in consumer market segmentation: The South African experience | |
| Creator | Spence, Jacqui Abratt, Russell Malabie, Bobby A. | |
| Description | This study examines the understanding and use of psychographics as a segmentation technique by advertising practitioners and marketers in South Africa. A comprehensive literature review of psychographics is undertaken. In addition, a review of segmentation techniques used in South Africa is given. A sample of 53 advertising agencies and 54 marketing professionals were studied. The results show that there is a low level of understanding of psychographics as a segmentation technique by both groups. The findings also show that there is no significant difference between marketing professionals and advertising practitioners in their understanding and utilization of psychographics as a segmentation technique. Although psychographics is used somewhat incorrectly by some marketers and advertising agencies, it is however normally used with other segmentation techniques, thus minimizing any mistakes that could result in incorrect targeting of markets. | |
| Publisher | AOSIS | |
| Date | 1997-06-30 | |
| Identifier | 10.4102/sajbm.v28i2.787 | |
| Source | South African Journal of Business Management; Vol 28, No 2 (1997); 33-41 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/787/718
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