Dissecting Changes in Consumer Characteristics through Psychographics

Sumitro Sarkum

A chapter in Promotion and Marketing Communications from IntechOpen

Abstract: The importance of a psychographic approach is to find out what underlies the lifestyle of people in Indonesia as consumers of various product brands and services circulating in traditional and modern markets. Pattern forming the consumers' insight needs to be known and seen from the activities, desires, and opinions expressed through their shopping styles. Basically, this perception is a way to show others around them that they have different ways of getting what they want. This insight continues to develop along with technological developments that provide convenience in facilitating products and services. This chapter will discuss the consumers' typologies based on their psychographic segment in Indonesia and the influence of technology trends in higher aspiration purchases within online and offline markets.

Keywords: psychographics; characteristics of consumer markets; offline and online marketing; new segments of marketing; Labuhanbatu Regency Indonesia (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.intechopen.com/chapters/70380 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:198835

DOI: 10.5772/intechopen.89635

Access Statistics for this chapter

More chapters in Chapters from IntechOpen
Bibliographic data for series maintained by Slobodan Momcilovic ().