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Business psychographics revisited: from segmentation theory to successful marketing practice

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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.

Keywords: B2B MARKETING; MARKET SEGMENTATION; PSYCHOGRAPHICS

Document Type: Research Article

DOI: https://doi.org/10.1362/026725709X429773

Publication date: 2009-04-01

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