Egyptian consumers: Toward a more comprehensive socio-demographic and psychological segmentation system.

Jehan El-Tigi and Mohammed Wafai

The paper presents the use of psychographics in segmenting the Egyptian market. In addition, it also outlines a socio-demographic system for the less adventurous marketers with which to classify consumers.

Egyptian consumers: Toward a more comprehensive socio-demographic and psychographic segmentation system.

Mohammed WafaiandJehan El-TigiWafai and Associates, Research and Communication, Egypt

INTRODUCTION

The sub-division of consumers into some form of meaningful groupings is a primary concern in endeavoring to make sense of all marketing and

advertising research. Two types of breakdowns that will be discussed in this paper are demographic and psychographic classifications. The demographic classifications will be broken down into qualitative and quantitative classifications in an attempt to provide some guidelines on how such classifications may be reached.

The second system of classification is one based...

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