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Life Style: The Essence of Social Class

Chapter 10: Life Style: The Essence of Social Class

Chapter 10 of Life Style and Psychographics

Myers and Gutman present a comparison between income and social class as these two variables relate to life style. They demonstrate what elements of life style are most related to the consumer’s standing in a social hierarchy, and what elements of life style are most related to the amount of money earned. The ultimate goal is to provide a first step toward implementing life style research within a firm.

Influence Personal Communication Buyers Choice Criteria Salesman Buyer Dyad

Chapter 10: The Influence of Personal Communication on a Buyer’s Choice Criteria in the Salesman/Buyer Dyad

Chapter 10 of Models of Buyer Behavior

The chapter provides a guide to likely deficiencies in the decision process used by the buyer to evaluate products. It is argued that knowledge of such deficiencies could be valuable for the salesman in building a persuasive strategy. By breaking down the choice criteria and influences behind the buyer’s need, the paper offers a greater understanding of buyer behavior and theory.

Models Of Buyer Behavior

Chapter 11: Attitude Change and the Relative Influence of Media and Word-of-Mouth Sources

Chapter 11 of Models of Buyer Behavior

Attitude Change and the Relative Influence of Media and Word-of-Mouth Sources examines the extent of word-of-mouth communication versus media exposure to introduce a specific new or established brand. The relative influence of these two sources is then evaluated by measuring differences in rates of attitude change and formation. The chapter ultimately establishes word-of-mouth as an essential key to establishing and introducing a product.

Cluster Analysis of Marketing Data

Chapter 11: Cluster Analysis of Marketing Data

Chapter 11 of Multivariate Methods for Market and Survey Research

The chapter describes parts of the large system of clustering procedures known as the BC TRY system. The text argues for a focus on psychological and conceptual interpretation rather than on mathematical algorithms. The advantages of this system are also thoroughly discussed.

European Developments in Psychographics

Chapter 11: European Developments in Psychographics

Chapter 11 of Life Style and Psychographics

Lovell begins by reviewing previous European ventures into life style and psychographics research. He then discusses in detail a large scale life stud in which he was personally involved. The main goal is to get a clear understanding of the main factors that influence the success and failure in life style research.

Cluster Analysis and its Applications in Marketing Research

Chapter 12: Cluster Analysis and its Applications in Marketing Research

Chapter 12 of Multivariate Methods for Market and Survey Research

The chapter demonstrates the importance of the addition of cluster analysis to the family of multivariate techniques and marketing technology. The text attempts to summarize and introduce the essential concepts for application in marketing research. Selected successful applications of the procedure are also illustrated.

The Second Generation of Market Segmentation Studies: An Audit Buying Motivation

Chapter 12: The Second Generation of Market Segmentation Studies: An Audit Buying Motivation

Chapter 12 of Life Style and Psychographics

Pernica combines several of the themes reviewed by previous chapters, including criticizing the “shotgun” approach, presenting rationale and methodology for assembling relevant variables, and presenting a structural scheme to integrate the relationships between life style variables and buying motivations. Finally, he presents a detailed case to illustrate how the approaches described can be employed.

Models Of Buyer Behavior

Chapter 13: A Field Study of Attitude Strcuture and the Attitude-Behavior Relationship

Chapter 13 of Models of Buyer Behavior

The chapter presents a conceptual, comprehensive framework linking cognitive, conative and affective aspects. In particular, it attempts to isolate situational factors that systematically intervene between attitude and behavior. The final study investigates the structure of attitude components, relates attitude with behavior, and provides operational measures of situational factors.

Latent Structure Analysis

Chapter 13: Latent Structure Analysis

Chapter 13 of Multivariate Methods for Market and Survey Research

The chapter describes the application of a few latent structure analysis models to a number of typical marketing and advertising problems. First the central notions of LSA are presented together with formal versions of three models. Finally, basic problems encountered in applying LSA to the marketing discipline are addressed.

Life Style and Psychographics: Definitions, Uses, and Problems

Chapter 13: Life Style and Psychographics: Definitions, Uses, and Problems

Chapter 13 of Life Style and Psychographics

Wells has divided the section into three parts. The first handles the question of definitions, specifying the differences between life style and psychographic research. Secondly, he summarizes a variety of uses in which life style and psychographic research has been employed. The final section describes the difficulties, problems, and controversies that are still unresolved.

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