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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
174 Services Marketing
how they think and what their values and attitudes are, as well as who they
are in terms of the traditional demographic variables.
13
Psychographics helps
in identifying and understanding the basic beliefs and attitudes in uencing
consumer behaviour in varied situations. Lifestyle variables have been used
popularly in psychographic segmentation.  ere are basically three questions
that are focused on identifying lifestyle variables: what we do, what we want,
and what we think. Activities, interests and opinions, called AIO dimensions,
are used to develop the lifestyle pro le of consumers. Another approach to
lifestyle-based ...
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Publisher Resources

ISBN: 9781306254410