Psychological Market Segmentation: An Empirically Derived Typological Approach

Abstract

Traditional approaches to psychological market segmentation were evaluated and an alternative two-stage model described. The first stage of the model adopted a holistic perspective in the empirical derivation of a personality typology while the second stage involved evaluation of variation in the purchase decision importance of product attributes across Stage I personality types. 88 male undergraduates completed the Edwards Personal Preference Schedule and test instruments which measured the determinance of various product-attributes in selection of a place of residence. Product-attribute determinance varied significantly across the empirically derived personality types.