Showing papers on "Psychographic published in 1976"
TL;DR: A review of the published literature on the subject brings these problems out clearly and sets the stage for a detailed discussion of the proposed two-phase approach as discussed by the authors, where the initial survey of productspecific measures on both psychographics and communications behavior in addition to the standard attitudinal and usage data are included in the initial study.
Abstract: MARKET segmentation helps the firm gear a specific product to the likes or requirements of a particular target group. For many companies, it is far better to capture bigger pieces of fewer markets than to scramble about for a smaller share of every market in sight. The segmentation concept would be more meaningful to management if research were to cover the entire scope of the problem. This means the inclusion in the initial survey of productspecific measures on both psychographics and communications behavior in addition to the standard attitudinal and usage data. After the segments have been selected, a second-phase research should be conducted to estimate the response elasticities of different submarkets to the firm's communication mix. In this way, management will be in a firm position to evaluate the profitability of the segmentation strategy. Most of the research undertaken at present does not adopt this two-fold approach. Even the initial survey is often unsatisfactory. In some cases, the criteria employed for grouping consumers are so general that they cannot discriminate among users of various brands within a product category. In other cases, these bases are so specific that they ignore the different nuances of consumer behavior and thus are not very helpful for developing marketing strategies. A brief review of the published literature on the subject brings these problems out clearly and sets the stage for a detailed discussion of the proposed two-phase approach. A case history from the food industry illustrates the usefulness of this procedure. Pitfalls in Existing Methods
68 citations
Journal Article•
TL;DR: The applicability of this type of psychological scaling methodology in developing countries which are characterized by substantial lower levels of literacy and differing ways of responding to questionnaire interrogation is discussed in this article.
Abstract: Psychographic profiling has now found its way into the standard research repertoire (Wells, 1975). But nearly all published applications have, first of all, been undertaken in a North American or Western European setting. This raises the important question of the applicability of this type of psychological scaling methodology in developing countries which are characterized by substantial lower levels of literacy and differing ways of responding to questionnaire interrogation (Schramm, 1972). In addition, the majority of reported studies have focused on consumer products or services (Wells, 1975), but there is every reason to believe that psychographic research can contribute much to understanding of behavior in other areas of life.
17 citations
TL;DR: In a recent JMR article as mentioned in this paper, the authors present additional product-related psychographic findings and provide evidence on the question of re-ranking of psychographics in the product domain.
Abstract: In a recent JMR article. Wells undertook a critical review of psychographics. The writers present additional product-related psychographic findings. They also provide evidence on the question of re...
9 citations
TL;DR: In this paper, the authors developed and validated two psychographic instruments and found that moderate correlations between these measures and preferences for meaningfully grouped sets of products provided a degree of parsimony in explaining patterns of consumer preference, and that appropriately selected, psychographic measures might be able to predict actual choice behavior for clearly differentiated consumer segments.
Abstract: Two psychographic instruments were developed and validated. Moderate correlations between these measures and preferences for meaningfully grouped sets of products provided a degree of parsimony in explaining patterns of consumer preference. Further, there was some evidence that, appropriately selected, psychographic measures might be able to predict actual choice behavior for clearly differentiated consumer segments.
8 citations