Researching the Consumer.

Mrinal Sarkar and Sanjaya Shunglu

This paper demonstrates a methodology which makes it feasible to locate the 'psychographic consumer', whereby the marketeer is not constrained to define his target segment in purely demographic terms.

Researching the Consumer

Sanjaya Shunglu Pathfinders: India and Mrinal Sarkar Data Analysis, Pathfinders: India, India

The marketing process for any brand normally begins with defining the target audience. One of the key tools used in this process is 'Segmentation'. Various methods are used for carrying out segmentation. These range from simplistic gut-feel to segmentation based on depth of consumption and, finally, advanced multivariate analysis techniques such as Cluster or Discriminant Analysis.

One segmentation approach which has yielded results particularly in the modern context, is 'Psychographic' segmentation. Psychographic segmentation essentially tries to go beyond rational parameters such...

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