Business psychographics revisited: from segmentation theory to successful marketing practice

Consumer marketers have realised that geodemographics seldom provide adequate perspectives of today's complex markets. Instead, psychographic segmentation has revealed more powerful target market insights while providing marketers a springboard for adapting selling propositions and tailoring th...

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Bibliographic Details
Published in:Journal of marketing management 2009-01, Vol.25 (3-4), p.315-340
Main Authors: Barry, James, Weinstein, Art
Format: Article
Language:English
Subjects:
B2B MARKETING
Business management
Business to business commerce
Consumer preferences
Management
MARKET SEGMENTATION
Marketing
Marketing research
PSYCHOGRAPHICS
Sales management
Studies
Target markets
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Summary:Consumer marketers have realised that geodemographics seldom provide adequate perspectives of today's complex markets. Instead, psychographic segmentation has revealed more powerful target market insights while providing marketers a springboard for adapting selling propositions and tailoring the marketing mix. Although its application in business-to-business (B2B) markets is also well acknowledged, there is limited evidence that psychographics has merit. To illustrate its power, this study examines the body of literature and practitioner experience that supports the usefulness of B2B psychographics as an alternative or complement to firmographics. The study supports its specific relevance to micro-segmentation where insights into a buyer's motives, risk aversion and relationship style can help determine favourable or unfavourable predispositions to marketing initiatives. A case application of a B2B services firm demonstrates its value in sales management.
ISSN:0267-257X
1472-1376
DOI:10.1362/026725709X429773