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Lifestyle Segmentation

Veronika JadczakovŠ

ISBN 10: 3843359415 / ISBN 13: 9783843359412
Published by LAP Lambert Acad. Publ. Okt 2010, 2010
New Condition: Neu Hardcover
From Agrios-Buch (Bergisch Gladbach, Germany)

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Neuware - With rising complexity of products, and thereby a need to target the product relevant segment a new concept, termed as psychographics, has evolved. Psychographics is believed to visualize segments through very colorful lifestyle constructs facilitating the product delivery more in line with consumer needs. Therefore, this thesis primarily relies on psychographic make-up of consumers. In the thesis, first and foremost, theoretical background attempts at outline of prevailing conceptual issues in lifestyle studies. Next, methodological section describes sequence of steps to be pursued when conducting a marketing research and last but not least, provides a theoretical treatment of relevant multivariate statistical techniques. Final chapters demonstrate the practical use of lifestyle information on example from apparel industry, its organization within positioning maps, targeting and possible projection into advertising message. This analysis shall serve as a departure point for managers when carrying out lifestyle segmentation in practice, especially in marketing, product development and communications fields. 76 pp. Englisch. Bookseller Inventory # 9783843359412

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Bibliographic Details

Title: Lifestyle Segmentation

Publisher: LAP Lambert Acad. Publ. Okt 2010

Publication Date: 2010

Binding: Taschenbuch

Book Condition:Neu

About this title

Synopsis:

With rising complexity of products, and thereby a need to target the product relevant segment a new concept, termed as psychographics, has evolved. Psychographics is believed to visualize segments through very colorful lifestyle constructs facilitating the product delivery more in line with consumer needs. Therefore, this thesis primarily relies on psychographic make-up of consumers. In the thesis, first and foremost, theoretical background attempts at outline of prevailing conceptual issues in lifestyle studies. Next, methodological section describes sequence of steps to be pursued when conducting a marketing research and last but not least, provides a theoretical treatment of relevant multivariate statistical techniques. Final chapters demonstrate the practical use of lifestyle information on example from apparel industry, its organization within positioning maps, targeting and possible projection into advertising message. This analysis shall serve as a departure point for managers when carrying out lifestyle segmentation in practice, especially in marketing, product development and communications fields.

About the Author:

Ing. Veronika JadczakovŠ, Master and Ph.D. candidate of Business Economics and Management with specialization in Marketing and Trade at Mendel University in Brno, Czech Republic.

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