Organizational Psychographics: Implications for Industrial Marketing

Abstract

The use of psychographic profiles to analyze buyers and organizations appear to be a viable alternative in the segmentation process of organizational markets. The type of information acquired from the use of psycho-graphics allows the industrial marketer to fine tune his promotional efforts as well as other elements of the marketing mix. The basic thrust of this article examines the efficacy of psychographics to the industrial marketing area. Examples are presented to show specific ways of implementing and applying psycho-graphics to industrial marketing.