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Segmentation, Targeting and Positioning

S/M/193. Evaluate 'psychographic' segmentation (values, attitudes, and lifestyle and personality segmentation) as a basis for effective marketing in the UK car industry

WORDS:
1700
DATE:
2006
PRICE:
19.99 GBP

This essay outlines the functions and methods of market segmentation and focuses on the merits and demerits of psychographics (values, attitudes, and lifestyle and personality segmentation) before considering its effectiveness in the UK car industry. Concludes that the information provided by demographics and geographic is still the rock upon which UK car industry campaigns are built, with psychographics providing the fine-tuning.

 

KEYWORDS: Segmentation, psychographics, advantages, disadvantages, car, industry,

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