search query: @author Agarwal, M. K. / total: 3
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| Author: | Agarwal, M. K. Muthukumaran, N. S. Sharma, C. K. |
| Title: | A psychographic segmentation of the Indian youth market |
| Journal: | Journal of the Market Research Society
1990 : APR, VOL. 32:2, p.251-259 |
| Index terms: | MARKETS INDIA MARKET SEGMENTATION YOUNG PEOPLE CONSUMPTION |
| Language: | eng |
| Abstract: | 8000 personal interviews were conducted among the 15 to 29 age group, living in towns and cities of India. A segmentation was made on four sets of variables: psychographic, activity, personality and consumption. All analysis was done separately for males and females. Far more females are married than males; they are much more housebound and socially less mobile. Each sex has a large segment with rigid and inflexible views on every aspect of life; each has a segment with more balanced and liberal views, and there is a transition in each sex. Consumer behaviour shows links with sex, demographics as well as with segment membership. Descriptive summary of male and female segment is presented. |
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