Use of psychographics in consumer market segmentation: The South African experience

Artikel

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.

Angaben zum Objekt

• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 28 ; Year: 1997 ; Issue: 2 ; Pages: 33-41 ; Cape Town: African Online Scientific Information Systems (AOSIS)

Klassifikation und Themen

• Klassifikation: Management

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Spence, Jacqui ; Abratt, Russell ; Malabie, Bobby A.
• Ereignis: Veröffentlichung
• (wer): African Online Scientific Information Systems (AOSIS)
• (wo): Cape Town
• (wann): 1997

Weitere Informationen

• DOI: doi:10.4102/sajbm.v28i2.787
• Handle: http://hdl.handle.net/10419/218167
• Letzte Aktualisierung: 10.03.2025, 11:41 MEZ