An Alternative to Demographic Segmentation: The List of Values Psychographic Measure

摘要: A study was conducted to determine the psychographic profile of purchasers health and beauty aids (HBAs). total 400 shoppers from 2 regional shopping malls were interviewed their profiles via List Values (LOV) 9-point scale: self-respect, security, warm relationships with others, sense accomplishment, self-fulfillment, belonging, being well respected, fun enjoyment in life, excitement. The survey also assessed respondent level HBA purchases for a one-month period through identification products amount money spent. Site purchase reason site selection determined, demographic data obtained. Fre-' quencies are reported, along chi-square analysis. Responses grouped into categories based on number product per person an average month: light, medium, heavy levels. Significance observed between LOV scale items purchased at all levels with...