Business psychographics revisited: from segmentation theory to successful marketing practice

  • Barry J
  • Weinstein A
  • 131

    Readers

    Mendeley users who have this article in their library.
  • 0

    Citations

    Citations of this article.

Abstract

Consumer marketers have realised that geodemographics seldom provide adequate perspectives of today's complex markets. Instead, psychographic segmentation has revealed more powerful target market insights while providing marketers a springboard for adapting selling propositions and tailoring the marketing mix. Although its application in business-to-business (B2B) markets is also well acknowledged, there is limited evidence that psychographics has merit. To illustrate its power, this study examines the body of literature and practitioner experience that supports the usefulness of B2B psychographics as an alternative or complement to firmographics. The study supports its specific relevance to micro-segmentation where insights into a buyer's motives, risk aversion and relationship style can help determine favourable or unfavourable predispositions to marketing initiatives. A case application of a B2B services firm demonstrates its value in sales management.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • James Barry

  • Art Weinstein

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free