Psychographic Segmentation of Young Adult Consumers - A Key to Developing Sustainable Marketing Strategies

Global Journal of Arts & Management. ISSN 2249-2658 (ONLINE): 2249-264X (PRINT) - Rising Research Journal publication, 2011.

9 Pages Posted: 27 Feb 2014

See all articles by Theresa Nithila Vincent

Theresa Nithila Vincent

Christ (Deemed to be University)

Dr. Christy Selvarani

Urumu Dhanalakshmi College

Date Written: October 15, 2011

Abstract

The Indian retail market is the fastest growing sector in the Indian economy and offers tremendous potential to the modern marketer. The predominant factor that can be attributed to this progressive scenario among other things is the emergence of youth as a powerful consumer segment. Understanding this crucial segment in depth and developing specific marketing strategies is important for business sustainability. By targeting the youth population in India, retailers will be investing in the future as they will be able to influence and create loyalty from the start. Marketers would be able to devise more effective strategies to tap this segment if they were able to get insights into their psychographic profiles. This paper substantiates this central point with findings from previous studies on youth and psychographic segmentation.

Keywords: Psychographic Segmentation, Youth, Consumer Behaviour

Suggested Citation

Vincent, Theresa Nithila and Selvarani, Dr. Christy, Psychographic Segmentation of Young Adult Consumers - A Key to Developing Sustainable Marketing Strategies (October 15, 2011). Global Journal of Arts & Management. ISSN 2249-2658 (ONLINE): 2249-264X (PRINT) - Rising Research Journal publication, 2011., Available at SSRN: https://ssrn.com/abstract=2402092

Theresa Nithila Vincent (Contact Author)

Christ (Deemed to be University) ( email )

Hosur Road
Dharmaram PO
Bengaluru, IN Karnataka 560029
India
+91-080-40129347 (Phone)

HOME PAGE: http://ssrn.com/author=1239217

Dr. Christy Selvarani

Urumu Dhanalakshmi College ( email )

Kattur
Tiruchirapalli, Tiruchirapalli 620019
India

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