Up-market target groups (UTG): Competencies- consumption-communication

Date of publication: June 15, 1982

Abstract:

STERN here with presents the study "Up-Market Target Groups UTG (Gehobene Zielgruppen)" in which the attitudes and behaviour of West German senior executives in industry and administration are analysed. Around 3 million members of the West German working population belong to this group of people. This group is of special interest for advertising agencies and media, as it is they who move the points in the various stages of the decision-making processes in industry and administration. This study intricately describes their responsibilities in their various fields of work.

Marianne Wagner

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Jörg Laufer

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