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Dissecting Changes in Consumer Characteristics through Psychographics

In: Promotion and Marketing Communications

Author

Listed:
  • Sumitro Sarkum

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.

Suggested Citation

  • Sumitro Sarkum, 2020. "Dissecting Changes in Consumer Characteristics through Psychographics," Chapters, in: Umut Ayman & Anil Kemal Kaya (ed.), Promotion and Marketing Communications, IntechOpen.
    • Handle: RePEc:ito:pchaps:198835
    DOI: 10.5772/intechopen.89635
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    More about this item

    Keywords

    psychographics; characteristics of consumer markets; offline and online marketing; new segments of marketing; Labuhanbatu Regency Indonesia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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