A critical evaluation of the contribution of psychographic measures as descriptor variables in the profiling of market segments for a specific industry
Includes bibliography. === Psychographic measures were widely employed in market segmentation studies in the seventies. Psychographics were said to offer marketers quantitative research that resulted in rich descriptive profiles of target segments. The present use of psychographics in segmentation s...
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| Format: | Dissertation |
| Language: | English |
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University of Cape Town
2016
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| Online Access: | http://hdl.handle.net/11427/17239 |