HCBE Faculty Articles

Title

Use of Psychographics in Consumer Market Segmentation: The South African Experience

Document Type

Article

Date

6-1997

Publication Title

South African Journal of Business Management

ISSN or ISBN

2078-5585

Volume

28

Issue

2

First Page

33

Last Page

41

Description

This study examines the understanding and use of psycho graphics as a segmentation technique by advertising practitioners and marketers in South Africa. A comprehensive literature review of psycho graphics is undertaken. In addition, a review of segmentation techniques used in South Africa is given. A sample of 53 advertising agencies and 54 marketing professionals were studied. The results show that there is a low level of understanding of psycho graphics as a segmentation technique by both groups. The findings also show that there is no significant difference between marketing professionals and advertising practitioners in their understanding and utilization of psychographics as a segmentation technique. Although psychographics is used somewhat incorrectly by some marketers and advertising agencies, it is however normally used with other segmentation techniques, thus minimizing any mistakes that could result in incorrect targeting of markets.

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