Chapter 12: The Second Generation of Market Segmentation Studies: An Audit Buying Motivation

Chapter 12 of Life Style and Psychographics Pernica combines several of the themes reviewed by previous chapters, including criticizing the “shotgun” approach, presenting rationale and methodology for assembling relevant variables, and presenting a structural scheme to integrate the relationships between life style variables and buying motivations. Finally, he presents a detailed case to illustrate how the approaches described can be employed.