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Segmenting B2B Technology markets via Psychographics: an exploratory study…
Segmenting B2B Technology markets via Psychographics: an exploratory study
Phychograpics
Use
to differentiate target markets and provide an overall basis for promotional strategy via personality traits or lifestyles
Strategy that leads to superior profitability
effective selling by adaptation to customer personality types
Differentiate customers into meaningfull targets markets
Definition
Inner feelings and predisposition to behave in certain ways
Business phychographics consists of threee major dimensions (motivation, risk andrelationship) and eight variables, which comprise B2B psychographics
Business Psychographics B2B
Risk Management
Risk preceptions
Negotiating style
Relationship and Style
Relational style
National culture
Personality types
Motivation
Buyer needs
Entrepreneurial culture
Innovativeness
Findings
22% of marketing executives use this approach
28% usage rate
26% buying situation
24% purchasing behavior
Psychographics was rated as the most effective B2B segmentation base
Marketing Implications
Powerful segmenation dimension in business and techonoly markets.
Variables
Buyer needs
entreprenurial and national culture
innovativiness
negotiation style
personality
relational style and risk
Conceptual Model