| Abstract [eng] |
SANTRAUKA (anglų kalba) NIKONOVAITĖ Rima. (2007) Psychografic segmentation of consumer market. MBA Graduation paper. Kaunas: Kaunas Faculty of Humanities, Vilnius University. 75 p. SUMMARY The graduation paper deals with the psychographic factors. The concept of psychography is treated as the method of lifestyle research. The lifestyle is treated as a person‘s daily life which reveals his activity, likings and attitudes. However, the lifestyle includes more than personality and social class of a person; it also outlines the common character or person‘s actions and communication with the world. The paper goes deep into the typologies made according to the method of lifestyle research sucha s VALS, VALS2; LOV, AIO, Taylor Nelson and 4Cs. Consumer are classified into variety of groups according to these typologies. Psychographics can help you understand what your customer is all about – and that’s half the battle in marketing. The challenge is to find tools and experts who can help you be successful at it Research subject: Telecommunication and insurer companies. Research term: 2007 03 – 05 Graduation paper size: 75 p. Chart: 13 Illustration: 21. |
