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Table Of Contents

2.1.1. Definition
2.1.2. Criteria for market segmentation
2.1.3. Reasons for market segmentation
2.2. Personality and Psychographic Market Segmentation
2.3. Personality Theories Utilized in Psychographic Market Segmentation
2.3.1. Freud and psychoanalytic theory
2.3.2. Neo-Freudian social theorists
2.3.2.1. Karen Horney’s CAD scale
2.3.3. Stimulus-response theories
2.3.4. Trait and factor theories
2.3.5. Personality and understanding consumer diversity
2.3.5.1. Consumer innovativeness
2.3.5.2. Market mavenism
2.4. Consumer Motivation and Psychographic Market Segmentation
2.4.1. McClelland’s Model: trio of needs
2.5. Enneagram: Nine Perspectives of Life
2.5.1. Origin of Enneagram
2.5.2. Descriptions of the nine points
2.5.3. Enneagram insight
2.6. Enneagram and Other Lifestyle Instruments
2.7. Reliability Issues
2.8. Purpose and Objective of the Study
2.9. Significance of the Study
3.1. Scope of the Research
3.2. Research Design
Models Utilized In Psychographic Segmentation
3.4.Data Collection Method
3.5. Data Analysis:
4.1. Enneagram’s Compatibility with Other Frameworks
4.1.1. Enneagram and McClelland’s trio of needs
4.1.2. Enneagram and snack food traits
4.1.3. Enneagram and Karen Horney’s CAD scale
4.1.4. Enneagram and market mavenism
4.1.4.1. Related sectors or products of the Enneagram types
4.1.5. Enneagram and Kahle’s List of Values
4.1.6.1. What do each Enneagram type want from a product?
5.1. Limitations and Directions for future Research
5.2. Implications and Conclusion
APPENDICES
APPENDIX 1.1. A MODEL OF CONSUMER DECISION MAKING
APPENDIX 2.1. ENNEAGRAM CIRCLE
APPENDIX 2.2. ENNEAGRAM TYPOLOGIES SUMMARY
APPENDIX 2.3. THE TRIADS OF ENNEAGRAM
APPENDIX 2.4. DOMINANT EMOTIONS OF THE TRIADS OF ENNEAGRAM
APPENDIX 2.5. THE CONTINUUM OF THE LEVELS OF DEVELOPMENT
APPENDIX 2.6. THE DIRECTION OF DISINTEGRATION
APPENDIX 2.7. THE DIRECTION OF INTEGRATION
APPENDIX 3.1. RESEARCH DESIGN
APPENDIX 3.2. INTERVIEW PROTOCOL
THEORY OF NEEDS COMPATIBILITY
PERSONALITY TRAITS COMPATIBILITY
APPENDIX 4.4. A. ENNEAGRAM AND MARKET MAVEN SCALE COMPATIBILITY
REFERENCES
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A Psycho Graphic View of Market Segmentation

A Psycho Graphic View of Market Segmentation

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Published by: ahmet_uk on Nov 27, 2011
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01/16/2013

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