From purchasing and consuming habits to basic underlying attitudes

Author: Jean Quatresooz

Abstract:

Consequently, it is in order to offer the Marketing man better criteria for the definition and the recognition of a target group that various surveys have described readers, radio listeners, TV-viewers: - according to their main interests or concerns; - using Personality Inventories; - analysing their consuming and purchasing habits; - developing or working out various quite fundamental attitudes scales for expressing (more or less precisely) general concerns and living habits which were probably correlated with probabilities of adopting or rejecting numerous products or product claims. And the Belgian experiments and realisations we will be discussing here briefly have to be considered as examples of that international trend.

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