Consumer Profiles: Introduction to Psychographics (Consumer Research & Policy) Book + PRICE WATCH * Amazon pricing is not included in price watch

Consumer Profiles: Introduction to Psychographics (Consumer Research & Policy) Book

Psychographics is an important and often little understood area of market research. Over the last thirty years interest in personality-based approaches to consumer behaviour - understanding how consumers of particular products can be divided into types or classes - has grown considerably. Better research designs, more appropriate measures and more realistic expectations have led to results that shed new light on consumer choice and are directly applicable in marketing management and research. Based on a comprehensive review of the available literature in psychology and marketing research, this handbook attempts to explain thoroughly the techniques used in psychographics and how they are applied in marketing.Read More

from£87.75 | RRP: £65.00
* Excludes Voucher Code Discount Also available Used from £47.74
  • 0415075343
  • 9780415075343
  • Barrie Gunter, Adrian Furnham
  • 6 August 1992
  • Thomson Learning
  • Hardcover (Book)
  • 208
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