search query: @author Mitchell, V. / total: 11
reference: 9 / 11
| Author: | Mitchell, V. |
| Title: | Using astrology in market segmentation |
| Journal: | Management Decision
1995 : VOL. 33:1, p. 48-57 |
| Index terms: | CONSUMERS DEMOGRAPHY MARKET SEGMENTATION |
| Language: | eng |
| Abstract: | For segmentation purposes, demographic variables are cheap and easy to measure, while psychographic variables are harder to measure, but can provide a more accurate insight into consumer psychology. The use of astrology, potentially, allows us to combine the measurement of demographics, with the psychological insights of psychographics. The paper suggests that a prima facie case exists for the suitability of astrology as a segmentation variable. |
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