haku: @indexterm MARKET SEGMENTATION / yhteensä: 478
viite: 284 / 478
| Tekijä: | Matthew, V. |
| Otsikko: | Faces of the Indian male: a study of stereotypes |
| Lehti: | Journal of the Market Research Society
1990 : APR, VOL. 32:2, p.243-250 |
| Asiasana: | MARKETING ADVERTISING MARKET SEGMENTATION INDIA PSYCHOLOGY |
| Kieli: | eng |
| Tiivistelmä: | The stereotypes that urban Indian men use to understand both themselves and their aspirations, as well as other men are examined. Three stereotypes are discussed: the career-driven represents a model of success partly in an exhibitionist way, the self-seeker is basically a "socializing" type of person, the home-lever is characterized by the desire to be the protector of the family. Within stereotypes there are differences, that arise due to age and circumstances. Markets can be segmented along the dimensions that men seem to use to understand themselves. These stereotypes are useful in understanding the image the various brands hold. Advertising can benefit from the study, too. |
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