Socio-styles: The New Lifestyles Classification System for Identifying and Targeting Consumers and Markets - Couverture rigide

Cathelat, Bernard

Couverture rigide

ISBN 10 : 0749406968 ISBN 13 : 9780749406967

Editeur : Kogan Page Ltd, 1993

Synopsis

In today's ever-changing society, the need for marketers and decision-makers to understand consumer motivation is clear, and yet the traditional socio-demographic classifications are becoming increasingly inadequate. Now, using the resources of computer technology, the survey instrument described here takes account of the complexity of human psychology and behaviour within a variety of contexts. Described as a segmentation tool for sociology, marketing and the media, the Socio-Styles System synthesizes data gathered from in-depth surveys to create a typology of lifestyles. The data is presented in diagrammatic form, enabling decision-makers to readily analyze the competitive landscape, identify market niches at a glance and target potential customers with greater accuracy. An outstanding feature of the methodology is its multi-dimensional nature. The text is divided into three parts. Part 1 explains the principles and purposes of the Socio-Styles System and relates it to previous attempts to categorize consumer behaviour patterns; Part 2 shows how survey data is collected and processed mathematically to produce a manageable number of consumer categories; and Part 3 demonstrates the many uses to which the resulting database can be put and gives detailed examples of practical applications of the method.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 1993
• Langue: anglais
• ISBN 10: 0749406968
• ISBN 13: 9780749406967
• Reliure: Relié
• Nombre de pages: 288
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible