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 studies has however become a controversial issue among marketing theorists. The literature reveals that no explicit theory has guided the development of psychographics. As a result it has been abused by researchers. There is no one universally accepted definition of psychographics and researchers tend to operationalize psychographics to fit their own research purposes. Psychographics has consequently attracted criticism in the literature. Critics argue that psychographic measures are useless and expensive. Moreover, it is felt that psychographic segmentation studies often produce results that are questioned on the grounds of reliability and validity. On the other hand, supporters of psychographic research feel that psychographic measures can be of value in segmentation studies. It is the author's intention in this thesis to address the conflicting opinions surrounding the potential usefulness of including psychographic variables in a market segmentation analysis

Shy or sociable : introversion/extraversion and message recall

textPersonality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research.Advertisin

Psychographics and VALS system as marketing segmentation approach by business establishments in United Arab Emirates

Psychographics is the principal technique used by consumer researchers as an operational definition or measure of life style. One aim of psychographics is to provide quantitative measures of consumer lifestyles, in contrast to soft or qualitative research from focused group interviews, depth interviews and similar techniques. The scope of this thesis is to discuss the psychographics analysis and life system in the United Arab Emirates (UAE) as a tool of marketing communication segmentation

Store-Patronage and Light-Trip Behavior: A Replication and Extension.

Patronage Patterns; Brand choice; Retail Sector;

Exploring the Feasibility of Converting the Mardi Gras Hotel and Casino into a Casino Boutique Hotel

Introduction: The topic of my Professional Paper will be the feasibility study of renovating the Mardi Gras Hotel and Casino in Las Vegas, Nevada. Currently the Mardi Gras is operating as a Best Western and is looking to expand into the boutique hotel market. With the maturation of the Las Vegas hotel market, it is vital to think forward in new methods of design and marketing to attract the next generation of convention attendees and visiting tourist. Purpose: The purpose of this study is to determine the feasibility of converting the Mardi Gras hotel and casino into a destination casino boutique hotel. This feasibility study will address the current market, capital budgeting, competition analysis, new target market, performance reports and building constraints to determine the acceptance or denial of the project

Behavioral finance: Psychographics

This research is a review of psychographics and its impact on rejoinder. Experiments were conducted to ascertain the association between two stimuli and changes in habitual behavior. The foci of this review are to examine applicable, previous research and compare with results on the two stimuli. Statistically different responses to the stimuli were observed