1

CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction ............................................................................................................................................. 2
2.2 Theoretical Orientation ........................................................................................................................... 2
2.2.1 Discrete choice theory of product choice and differentiation .......................................................... 2
2.3 Empirical Literature ................................................................................................................................ 3
2.3.1 Concept of Psychographic Segmentation ........................................................................................ 3
2.3.2 Concept of Consumer/Product choice .............................................................................................. 6
2.4 Conceptualization ................................................................................................................................... 7
2.4.1 Effect of values and attitudes on consumer product choice ............................................................. 7
2.4.2 Effect of personality on consumer product choice ......................................................................... 11
2.4.3 Effect of social class on consumer product choice ........................................................................ 12
2.5 Gap Analysis ......................................................................................................................................... 15
2.6 Conceptual Framework ......................................................................................................................... 16
2.7 References ............................................................................................................................................. 17


2

CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
This chapter will account for any relevant literature that has been published on psychographic
segmentation and product or consumer choice by accredited scholars and researchers
2.2 Theoretical Orientation
2.2.1 Discrete choice theory of product choice and differentiation
A general class of product is differentiated if any significant basis exists for distinguishing the
goods (or services) of one seller from those of another. Such a basis may be real or fancied.
Differentiation and choice may be based upon certain characteristics of the product itself, such as
exclusive features, trademarks, trade design, color or style. It may also exist with respect to the
conditions surrounding its sale. In retail trade, these conditions include such factors as the
convenience of the sellers location, the general tone or character of his establishment, his way of
doing business, efficiency and all the personal links which attach his customers either to himself
or to those employed around him. In so far as these and other intangible factors vary from seller
to seller, the product in each case is different, for buyers take them into account, more or less,
and may be regarded as purchasing them along with the commodity itself (Chamberlin, 1933).

Choices are naturally exclusive, when choosing one option rules out the possibility of choosing
another. For example when taking the subway to work precludes carpooling, or financing
constrains might restrict a consumer to buy only one car. Even when the consumer can afford
more than one option and can feasibly do so, choices are effectively mutually exclusive
(Lancaster, 1979)




3

2.3 Empirical Literature
2.3.1 Concept of Psychographic Segmentation
The market segmentation is mentioned as being one of the key elements of modern marketing
and is, as mentioned, the process of dividing the market into several groups and/or segment(s)
based on factors such as demographic, geographic, psychological and behavioral factors. By
doing so the marketers will have a better understanding of their target audience and thereby
make their marketing more effective (Gunter and Furnham, 1992).

This is due to the fact that by using the analytical process that puts customers first, the marketer
will get more satisfied customers and thereby gain a great advantage over competitors (Dibb and
Simkin, 1996).

According to Vncyke (2002), variables that can be used to segment customers can be grouped
into three general categories: product-specific behavioral attribute segmentations general
physical attribute segmentatio9ns, and general psychological attribute segmentations (or
psychographics) (p.446).

As is the case with interactivity, there is disagreement among scholars on the precise definition
of the term psychographics. Piirto (1991, p. 1) writes that there is a lack of consensus about
something as basic as the definition of the term. Many scholars disagree on whether lifestyle
should be considered separate from psychographics (Piirto, 1991). This authors literature review
yielded three definitions of psychographics, all of which include attitudes and lifestyles, although
they treat each one with different importance.

Piirto (1991) defines psychographics as follows: Psychographics in its broadest sense
encompasses not only demographics, but all aspects of an individuals way of living. The most
widely accepted definition of psychographics and lifestyle includes: the activities that occupy
leisure time; interests and peoples opinions about themselves, social and cultural issues, the
4

future, and products. In its broadest sense, psychographics also includes the underlying
emotions that drive brand choice.

Demby (1974) defines psychographics as follows: Psychographics is a quantitative research
procedure which seeks to explain why people behave as they do and why they hold their current
attitudes. It seeks to take quantitative research beyond demographic, socioeconomic, and
user/nonuser analysis, but also employs these variables in the research... Psychographics may be
viewed as the practical application of the behavioral and social sciences to marketing research...
It seeks to measure the consumers predisposition to buy a product, the influences that stimulate
buying behavior and the relationship between the consumers perception of product benefits and
his life style, self-concept and material needs.

Weinstein (1987) writes that Psychographics = Personality traits (sociability, self-reliance,
assertiveness etc) + Lifestyles (Attitudes, Interests, and Opinions). He argues that lifestyles are
the more useful factor, and that both personality traits and lifestyles need to be considered
collectively to provide meaningful marketing information

Piirto (1991) and Weinstein (1987) agree that the most widely published definition of
psychographics was by Emanual Demby in his essay Psychographics and From Whence It
Came, in the American Marketing Associations publication Lifestyle and Psychographics in
1974. Piirto (1991, p. 26) and Weinstein (1987, p. 109) quote Demby (1974, p. 13) as saying that
psychographics had three levels:

1. Psychographics is the practical application of the behavioral sciences to marketing research;
2. It is a quantitative research procedure that is indicated when demographic, socioeconomic, and
user/ nonuser analyses are not sufficient to explain and predict consumer behavior.
3. It seeks to describe the human characteristics of consumers that may have bearing on their
response to products, packaging, advertising, and public relations efforts. Such variables may
5

span a spectrum from self-concept and lifestyle to attitudes, interests, and opinions, as well as
perceptions of product attributes.

Psychographic analysis is one of the most commonly used segmentation schemes used by
customers. An example of a psychographic segmentation is SRI Consulting Business
Intelligences Values, Attitudes and Lifestyles, or VALS (Piirto, 1991).

Another example of psychographics in market segmentation is William Wells and Douglas
Tigerts use of Activities, Interests, and Opinions (AIO) as variables in their research (Wells &
Tigert, 1971, p.35). Their work was often cited by subsequent researchers in the field, and the
AIO variables became the standard by which many later psychographic researchers designed
their survey instruments (Piirto, 1991).

Demby (1974) argues that psychographic research represents a major step forward in marketing
research because it is oriented towards understanding the total human being as he goes through
the purchase decision making process, enabling the marketer to develop meaningful strategies to
solve marketing problems(p. 28). Piirto (1991) agrees, saying that psychographics provides a
way to separate groups by shared characteristics beyond [demographic factors], and
furthermore, psychographics tries to create order out of the chaos of want, needs, motivations,
activities, interests, opinions, and personality variables compromising the Average Consumer

The psychological variables derive from two principal types of customer; personality profiles
and lifestyle profiles (psychographics). Psychological profiles are often used as a supplement to
geographic and demographics when these does not provide a sufficient view of the customer
behavior. While the traditional geographical and demographical bases (sex, age, income etc.)
provide the marketer with accessibility to customer segments, the psychological variables
provide additional information about these and enhance the understanding of the behavior of
present and potential target markets (Gunter and Furnham, 1992).

6

Psychographic segmentation therefore divides people according to their attitudes, values,
lifestyles, interests and opinions (Pickton and Broderick, 2005). Furthermore some marketers
have used personality variables to segment the markets, for example the landline telephone is
outdated (Appendix 1) and a commercial could appear to target elder people whereas the actual
purpose is that the commercial is aimed at a much broader personality group (Armstrong and
Kotler, 2005).

Demby (1974) explains, using examples, how psychographic research might help marketing
professionals: The purpose of psychographic research is to develop the relationship between the
three classes of variables (product attributes; lifestyle; psychological variables, which include
interests and opinions) so that one can say Consumer in Segment A have the highest propensity
to purchase a product because its attribute fit the lifestyle that results from self-concept,
interests and opinion, or Consumers in Segment B might have a higher propensity to purchase
a product if certain attributes can be modifies so that they are more relevant in life style and
psychological attributes, or Consumers in Segment C have a low propensity to purchase a
product because its attributes do not relate to either life style or self-concept.


2.3.2 Concept of Consumer/Product choice
According to Levy and Weitz (2004: 111); the process of consumers store choice which is a part
of the buying process starts with defining an unsatisfied need. Customer defines the retailers that
will satisfy this need and gets information about these retailers. Then alternative retailers are
evaluated under criteria that influence store choice behavior. At the result of the evaluation, the
retailer which will satisfy the consumers need and wants is chosen. After specifying the retailer,
the buying process is finished.

Nevertheless, consumers store choice behaviors are affected by store attributes, in-store effects
and consumers attributes (Odaba, Bar, 2004).

7

Figure 1: Stages in the Buying Process
Stages Selecting a Retailer
Need Recognition Recognize needs
Information Search Search for information about retailers
Evaluation Evaluate retailers and channels
Choice Select a retailer and channel
Visit Visit store
Loyalty Patronage of retailer
Source: Levy and Weitz: 2007: 95

In 1960s consumers buying behaviors were affected only price criteria in spite of retailing
activities began to develop in these years. The non-price criteria like cleanliness, closeness,
reliability are not important for customers in these years (zkan,2000: 52).

The research (Akdoan, Gll, 2000) shows that sales promotions, convenience, pricing,
customer services, merchandise assortment, employee behaviors and physical conditions are
important factors in determining consumers choices.

2.4 Conceptualization
2.4.1 Effect of values and attitudes on consumer product choice
Consumer values theories suggest that individual attributes of a product will be evaluated
positively or negatively and through a process of abstraction, these evaluations will collectively
form a product attitude. These attitudes will then be generalized to other similar products and
product classes, eventually creating a value by which future product evaluations will be
influenced. This is called the value-attitude-behavior hierarchy. Previous research distinguishes
between utilitarian product meaning, which results from a sequential evaluation of tangible
8

product attributes, and symbolic product meaning, which comes from a holistic, affective
reaction to a culturally defined entity which is separate from the physical product form (Allen
and Ng, 1999).

Allen and Ng (1999) hypothesized that human values exert a direct influence on symbolic
products (e.g., sunglasses), but only an indirect influence on utilitarian products (e.g., cars), via
tangible attributes.

Consumers values and attitudes towards various marketing activities are important knowledge
for successful marketing operations. Previous research suggest that consumer attitudes towards
marketing vary greatly due to various demographic and psychographic factors, and that origins
of consumer perceptions are their ethical ideologies, i.e., their core beliefs about marketing
(Treise et al , 1994).

Consumers values and attitudes towards marketing activities are important from both a
theoretical and a managerial standpoint as they significantly affect their behavioral responses to
marketing activities, knowledge of consumers attitudes toward marketing should aid in devising
effective strategies for companies as well as developing regulations by government agencies to
protect consumers interests (Nwachukwu et al, 1991).


Sheth-Newman Gross Model of Consumption Values
According to this model, there are five consumption values influencing consumer choice
behavior. These are functional, social, conditional, emotional, and epistemic values. Any
or all of the five consumption values may influence the decision. Various disciplines
(including economics, sociology, several branches of psychology, marketing and
consumer behavior) have contributed theories and research findings relevant to these
values, (Sheth et al. 1991).

9

The first value: Functional value
To Sheth et al. (1991) the functional value of an alternative is defined as:
"The perceived utility acquired from an alternative for functional, utilitarian, or physical
performance. An alternative acquires functional value through the possession of salient
functional, utilitarian, or physical attributes. Functional value is measured on a profile of
choice attributes."

Traditionally, functional value is presumed to be the primary driver of consumer choice.
This assumption underlies economic utility theory advanced by Marshall (1890) and
Stigler (1950) and popularly expressed in terms of "rational economic man." An
alternatives functional value may be derived from its characteristics or attributes, (Ferber,
1973) such as reliability, durability, and price. For example, the decision to purchase a
particular automobile may be based on fuel economy and maintenance record.

The second value: Social value
Sheth et al. (1991) defined social value of an alternative as:
"The perceived utility acquired from an alternative association with one or more specific
social groups. An alternative acquires social value through association with positively or
negatively stereotyped demographic, socioeconomic, and cultural-ethnic groups. Social
value is measured on a profile choice imagery."

Social imagery refers to all relevant primary and secondary reference groups likely to be
supportive of the product consumption. Consumers acquire positive or negative
stereotypes based on their association with varied demographic (age, sex, religion),
socioeconomic (income, occupation), cultural/ethnic (race, lifestyle), or political,
ideological segments of society.

10

Choices involving highly visible products (e.g., clothing, jewelry) and good service to be
shared with others (e.g., gifts, products used in entertaining) are often driven by social
values. For example, a particular make of automobile is being chosen more for the social
image evoked than for its functional performance. Even products generally thought to be
functional or utilitarian, are frequently selected based on their social values.

The third value: Emotional value
Sheth et al. (1991) defined emotional value of an alternative as:
"The perceived utility acquired from an alternatives capacity to arouse feelings or
affective states. An alternative acquires emotional value when associated with specific
feelings or when precipitating those feelings. Emotional values are measured on a profile
of feelings associated with the alternative."

Consumption emotion refers to the set of emotional responses elicited specifically during
product usage or consumption experience, as described either by the distinctive categories
of emotional experience and expression (e.g., joy, anger, and fear) or by the structural
dimensions underlying emotional categories such as pleasantness/ unpleasantness,
relaxation/action, or calmness/excitement. Goods and services are frequently associated
with emotional responses (e.g. the fear aroused while viewing horror movie). Emotional
value is often associated with aesthetic alternatives (e.g. religion, causes). However, more
tangible and seemingly utilitarian products also have emotional values. For example, some
foods arouse feeling of comfort through their association with childhood experiences, and
consumers are sometimes said to have "love affairs" with their cars.

The fourth value: Epistemic value
Sheth et al. (1991) defined epistemic value as:
"The perceived utility acquired from an alternatives capacity to arouse curiosity, provide
novelty, and/or satisfy a desire for knowledge. An alternative acquires epistemic value by
items referring to curiosity, novelty, and knowledge."
11

Epistemic issues refer to reasons that would justify the perceived satisfaction of curiosity,
knowledge, and exploratory needs offered by the product as a change of pace (something
new, different). Entirely new experience certainly provides epistemic value. However, an
alternative that provides a simple change of pace can also be imbued with epistemic value.
The alternative may be chosen because the consumer is bored or satiated with his or her
current brand (as in trying a new type of food), is curious (as in visiting a new shopping
complex), or has a desire to learn (as in experiencing another culture).

The Fifth value: Conditional value
Sheth et al. (1991) defined the conditional value as:
"The perceived utility acquired by an alternative is the result of the specific situation or set
of circumstances facing the choice maker. An alternative acquires conditional value in the
presence of antecedent physical or social contingencies that enhance its functional or
social value. Conditional value is measured on a profile of choice contingencies."


2.4.2 Effect of personality on consumer product choice
Major marketers study and utilize what they see as a link between personality and consumer
purchasing behavior. For this reason, products are often created to have "brand personalities" that
marketers believe match the primary personality traits of those they see as the "best prospects"
for purchasing the product/service (Piirto, 1991).

Through advertising and marketing communications, marketers seek to appeal to consumers
based on the personality characteristics of their best prospects. They believe that personality
factors influence greatly what consumers purchase, as well as when and how they use/consume
products and services (Kotler & Amstrong, 2007).

12

Personality can reflect a persons unique characteristics that determine and influence what
responses and behaviors a person has in a particular situation. Self-concept is closely related with
personality, which is a kind of person with traits, relationships, habits, possessions and ways of
purchasing behavior. Both personality and self-concept affects consumer buying behavior, which
is different for every person. (Kotler & Amstrong, 2007).

Personality and other related characteristics affect the way people behave, period. And that also
goes for our behavior as consumers. As consumers, we tend to buy not only products that we
need, but those we see as being consistent with our "self-concept." In other words, we generally
want our products to match, or to blend in, with who we think we are (Kotler & Amstrong,
2007).

Major marketers have believed, for a long time, that what consumers buy is often influenced
greatly by personality and personality-linked characteristics. For this reason, as sellers they try to
match the image of their products and services to what they perceive as the self-image of their
most likely customer prospects (Kotler & Amstrong, 2007).


2.4.3 Effect of social class on consumer product choice
Since the late 50s, the question of superiority of one criterion over another has been a subject of
many research studies. Early researchers, for example, argued that social class was a better
variable than income as a predictor of consumer behavior (Martineau, 1958; Coleman, 1960 and
Wasson, 1969 in Keiser and Kuehl, 1972; Schaninger, 1981; Shimp and Yokum, 1981).
1


The social class vs. income debate initiated a series of research studies dealing with the same
issues (Matthews and Slocum, 1969; Myers et al., 1971; Myers and Mount, 1973; Hirisch and
Peters, 1974) whose authors reached contrary results and established superiority over social

1
For example, concerning furniture purchases of consumers in different classes, Coleman (1960) found that the correlation
between prices of goods purchased and social class is relatively quite high in these product areas, while the correlation between
price paid and annual income is lower than one might expect (in Keiser, and Kuehl, 1972).
13

class. Myers and his colleagues provided support for the predictive power of income over social
classes in explaining expenditure patterns for low-priced packaged goods and cosmetics (Myers
et al., 1971) and semi-durable and durable goods, plus selected services, such as clothing,
furniture, appliances and travel (Myers and Mount, 1973 in Hughstad, 1981).
2
Hirsch and Peters
(1974 in Sivadas) and Sivadas (1997) suggested that income is better than social class in
predicting leisure and recreational activities.

However, this conclusion related only to the criteria of usage/non-usage, while social class was
of more significance when observing frequency of usage or purchase.
Slocum and Matthews (1970 and 1972) updated an earlier study and conclude that income was at
least as important as social class in predicting type of credit card usage, i.e. that neither variable
was superior.

Another study (Keiser, Kuehl 1972) also shows that both variables, income and social class, are
positively related to brand identification. Namely, adolescents with high earnings and in the
upper class were able to identify more brands than other adolescents.

A very comprehensive and valuable research was conducted by Schaninger (1981) in the
analysis of both usage/non-usage criteria as well as frequency of use data for a large variety of
products. In his study, he came to the following conclusions: (1) Income is more important than
social class in explaining the consumption of low social value products and services that are not
related to class symbols
3
, but require substantial expenditures (major kitchen and laundry
appliances and recreational vehicles). Income also better determines the purchase frequency for
soft drinks, mixers and distilled alcohol, i.e. alcoholic beverages; (2) Social class
4
is a better
predictor than income in areas that do not involve high dollar expenditures, but reflect an
underlying lifestyle, values, (e.g. concern with health and body, drinking imported and domestic

2
Both studies only examined the presence of various products on hand.
3
This conclusion is contrary to Coleman's findings (1960 in Schaninger). Zaltman and Wallendorf (1979 in Schaninger)
proposed that income would be superior to social class for inconspicuous products bought for in-home use.
4
When classifying individuals into social-class groupings, Schaninger, like most of the other researchers, used the Hollingshead
Index of Social Position, based on two basic socioeconomic variables: occupation and education.
14

wines) or homemaker role differences, not captured by income. Furthermore, social class is
superior for understanding the purchase of highly visible, symbolic, and expensive goods, such
as living room furniture
5
; and (3) The combination of social class and income is generally
superior for highly visible products that require moderate or substantial expenditure and also
serve as class-linked symbols (clothing, automobiles, television sets).
6


Contemporary marketing and consumer behavior literature often refers to the results of
Schaninger's study and generalizes the presented conclusions.

Since the beginning, that is the mid 80s, the empirical interest for the issues and debates on
social class vs. income weakens, with the exception of only a few, less comprehensive studies on
this subject (e.g. Tomlinson et al., 1993
7
, Sivadas, 1997 and Williams, 2002
8
).

One can conclude that since the phenomena of social class in marketing became a subject of
study, most research studies have considered this category far more than income. Despite many
doubts and critical attitudes of certain authors and researchers on the practical usefulness of
social class for explaining and predicting the consumption phenomena, there are many papers
and research studies that imply that behavioral patterns, purchasing motives and consumption of
certain products and services differ significantly in relation to social class affiliation
9
.

Social class has been treated as an important force driving buyer behavior in textbooks and
consumer research for decades, but the study of social class effects has been minimal in recent

5
This is in line with Coleman's (1960 in Schaninger,1981) empirical evidence.
6
Peter's (1970) relative occupational class income concept has enhanced the ability of social class to predict select consumption
phenomena. Further more, some research studies found that relative class income represented an important determinant of buying
behavior for coffee (Klippel and Monoky, 1974 prema Dawson et al., 1990) and retail store selection (Dawson et al., 1990).
7
Tomlinson and colleagues (1993) found that class gives a more powerful prediction of food consumption than income.
8
Social class did relate to a greater number of criteria than income. However, a far greater number of significant relationships
were observed when relative class income was employed (Williams, 2002).
9
More on this in Mihi (2005).
15

years. Part of this lack of attention may arise from postmodern opinions that social class is no
longer relevant in todays society (Holt, 1997, 1998).
Market researchers and managers often rely on the more easily measured income dimension
when investigating consumer market segments. It has been argued that social class effects on
buyer information acquisition and processing should be investigated, but little work has been
done in understanding variations in cognitive and affective aspects of the purchase decision
process across social classes (Shimp and Yokum, 1981).

Previous research does indicate that social class membership is a determinant of the nature and
extent of consumer information search (Hugstad et al., 1987; Prasad, 1975), so there is reason to
expect that the perceived relative importance of evaluative criteria will vary across classes as
well.

Social class can have a profound effect on consumer spending habits. Perhaps the most obvious
effect is the level of disposable income of each social class. Generally, the rich have the ability to
purchase more consumer goods than those with less income, and those goods are of higher
quality. There is also a distinction in the type of goods purchased. For example, the upper class
tends to be the primary buyers of fine jewelry and often shop at exclusive retailers. The lower
class, in contrast, is much more concerned with simply getting by; they focus more on necessities
(Shimp and Yokum, 1981).


2.5 Gap Analysis
The literature covered within the area of my research is sufficient enough although some key
areas such as the effect on lifestyles on product choice dont have enough findings and literature
to be included as part of my literature review and my research hence I will omit that variable
from my research and focus more on the other variables whose research has yielded fruitful
findings.
16

2.6 Conceptual Framework























Values and Attitudes
Personality
Social Class
Consumer/Product Choice
17

2.7 References

Akdoan, kr and Kenan Gll (2000), Tketicilerin Spermarket TercihlerindeEtkili Olan
Faktrler,Pazarlama Dnyas, Vol.14, No: 5, pp. 58-64

Allen, M.W., & Ng, S.H. (1999). The direct and indirect influences of human values on product
ownership. Journal of Economic Psychology (20), 539.

Armstrong, Gary & Kotler, Philip (2005) Marketing: An Introduction Upper Saddle River, N.J.
Prentice Hall, 7. Edition

Demby, E. (1974). Psychographics and from whence it came. In W. D. Wells (Ed.), Life Style
and Psychographics (pp. 11-30). USA: American Marketing Association

Essays, UK. (November 2013). Literature Review On Consumer Buying Behaviour Marketing
Essay. Retrieved from http://www.ukessays.com/essays/marketing/literature-review-on-
consumer-buying-behaviour-marketing-essay.php?cref=1

Holt, D.B (1997), "Post-structuralist lifestyle analysis: conceptualizing the social patterning of
consumption in postmodernity", Journal of Consumer Research, Vol. 23 pp.326-50.

Holt, D.B. (1998a), "Social class and consumption: challenging postmodern images", Advances
in Consumer Research, Vol. 25 pp.219-20

Hugstad, P, Taylor, J.W, Bruce, G.D (1987), "Effects of social class on consumer information
search", Journal of Consumer Marketing, Vol. 4 pp.41-6.

18

Gunter, Barrie and Adrian Furnham (1992) Consumer profiles: An introduction to
psychographics Routledge, London, 1992

Keiser, K. S. and Kuehl, P. G. (1972): Social Class and Income Influences on External Search
Processes of Adolescents, Proceedings of the Third Annual Conference of the Association for
Consumer Research, 1972; pp. 602-631.

Kotler, Philip & Keller, Kevin Lane (2009) Marketing Management, Pearson Education
International, 13. Edition

Mathews, H. L. Slocum, J. S. Jr. (1972): A Rejoinder to Social Class or Income?, Journal of
Marketing, Vol. 36, No 1; pp. 69-70.

Levy, Michael and Barton Weitz (2004), Retailing Management, McGraw Hill Companies Inc.,
New York.

Levy, Michael and Barton Weitz (2007), Retailing Management, McGraw Hill Companies Inc.,
New York.

Mihi, M. (2005): Consumers' Social Class as the Starting Point for Creation of Enterprise
Marketing Strategy Empirical Research, in: 6th International Conference on Enterprise in
Transition, Proceedings, University of Split, Faculty of Economics, Split-Bol, May 26-28, 2005,
pp. 108-110.

Myers, J. H. Stanton, R. R. and Haug, A. F. (1971): Correlates of Buying Behavior: Social Class
vs. Income, Journal of Marketing, Vol. 35, No 4; pp. 816.

19

Odaba, Yavuz and Glfidan Bar(2004), Tketici Davran, Kapital MedyaHizmetleri A..,
Istanbul

zkan, Burhan (2000), Tketicilerin Perakendeci Seimi ve Satn Alma Davranlar,
Pazarlama Dnyas, Vol. 14, No: 4, pp.52-57.

Pickton, David & Broderick, Amanda (2005) Chapter 17: Identifying target audiences and
profiling target markets In Pickton, David & Broderick, Amanda: Integrated marketing
communications, 2.edition, pp.371-398

Piirto, R. (1991). Beyond mind games the marketing power of psychographics. Ithaca,
NY:American Demographics Books.

Prasad, V.K (1975), "Socioeconomic product risk and patronage preferences of retail shoppers",
Journal of Marketing, Vol. 39 pp.42-7.

Schaninger, C. M. (1981): Social Class Versus Income Revisited: An Empirical Investigation,
Journal of Marketing Research, May 1981; 18; pp. 192-208.

Sheth, J.N.B.I. and Newman B.L Gross, B.L. (1991) .Why We Buy What We Buy a Theory of
Consumer Behavior. Journal of Business Research Vol 22. 159-170

Shimp, T.A, Yokum, J.T (1981), "Extensions of the basic social class model employed in
consumer research", Advances in Consumer Research, Vol. 8 pp.702-7

Sivadas, E. A. (1997): A preliminary examination of the continuing significance of social class to
marketing: a geodemographic replication, Journal of Consumer Marketing, Vol. 14, No 6; pp.
463-479
20


Tomlinson, M. (1994): Do Distinct Class Preferences for Foods Exist?: An Analysis of Class-
based Tastes, British Food Journal, Vol. 96, No 7; pp. 11-17.

Tomlinson, M., Warde, A. (1993): Social class and change in eating habits, British Food
Journal, 95; pp. 3-7.

Vyncke, P. (2002). Lifestyle segmentation. European Journal of Communication, 17(4), 445-463.

Weinstein, A. (1987). Market segmentation using niche marketing to exploit new markets.
Chicago, IL: Probus Publishing Company

Wells, W.D. & Tigert, D.J.. (1971). Activities, Interests, and Opinions, Journal of Advertising
Research, 11(4), 27-35.

Williams, T. G. (2002): Social class influences on purchase evaluation criteria, Journal of
Consumer Marketing, Vol. 19, No 3; pp. 249 276.