New Applications of a Traditional Psychographic Segmentation Concept

Abstract

Though the general approach of psychographic segmentation was developed and significantly elaborated a few decades ago, there are numerous further research possibilities in this area. Typically, current researchers concentrate on more specific audiences and more a specific product-oriented lifestyles. However, use of traditional lifestyle segmentation models also can help exploring new relationships and behaviours. Authors analyzed lifestyles of current business and economics students, who will soon become an important group of business managers and consumers. It was observed very consistent distribution of respondents into just three VALS types. Statistically significant relationship between lifestyles and leisure spending preferences was disclosed. The relationship between VALS types and preferences in mobile telecommunications products and services was weaker, but some evidence suggests directions for further research. The analysis proved applicability of VALS methodology in exploratory studies that involve two-step survey procedure outside the US society.