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Consumer Profiles (Rle Consumer Behaviour): An Introduction to Psychographics

by Barrie Gunter
Save 35% Save 35%
Current price ₹12,867.00
Original price ₹19,794.00
Original price ₹19,794.00
Original price ₹19,794.00
(-35%)
₹12,867.00
Current price ₹12,867.00

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Book cover type: Hardcover
  • ISBN13: 9781138832459
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 198
  • Original Price: GBP 155.0
  • Language: English
  • Edition: N/A
  • Item Weight: 363 grams
  • BISAC Subject(s): Consumer Behavior, Marketing / Research, and Social Psychology

Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.

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