Psychographics in Consumer Market Segmentation
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Mass market marketing is sometimes pragmatically ineffective and therefore business have to identify more precisely their target groups in order to compete successfully. An interesting attempt to solve the problem is segmentation based on psychographic criteria to understand consumer's needs and motives. The motivation based on environment conditions and inner human development decides which of the many human desires to fulfil. The clients' personalities and motivation research have led the researchers to study 'lifestyle' defined as a certain way of behaviour. The market segmentations based on psychographic variables demands detailed clients' data and advanced research techniques so it is still in the early stage of development. Yet we can expect fast growth in the method's application since it enables to offer more customised products. The advertisers realise that clients are inclined to buy due to the very complex psychologtcal and sociological reasons that cannot be predict on the basis of such basic data like consumer's age, sex, nationality and income.
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