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Adolescent segmentation : profiling adolescents by integrating adolescent types and consumer decision-making styles

Mees, Anna Sterre G. (2006) Adolescent segmentation : profiling adolescents by integrating adolescent types and consumer decision-making styles.

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Abstract:In this study an answer is given to the identified need for an intrinsic method to segment adolescents. It is confirmed that adolescents can be divided according to two positive relating segmentation principles (adolescent types and consumer decision-making styles) with significant heterogenic patterns of contributing background variables, internal motivations, and external choices. As a result Adolescent Segment Profiles were developed which can be empirically measured by the provided Adolescent Segmenting Inventories. Scientific findings and opportunities are discussed, and commercial applications of the profiles and inventories as for instance the identification of relevant adolescents for products and brands are suggested.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Toegepaste Onderwijskunde MSc (Former programme 1036)
Link to this item:http://purl.utwente.nl/essays/57046
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