Study of Psychographic Characteristics of Consumers of Credit Products

DOI

10.2991/aebmr.k.200312.102How to use a DOI?

Abstract

Banking industry today requires a greater choice of interactive marketing tools to interact effectively with the consumer. In the practice of marketing research, it is customary to segment consumers primarily by socio-demographic parameters, but such a division is not enough to develop communication campaigns. Consumer activity depends on a person’s lifestyle, their inner personal characteristics; an individual unconsciously transfers his personal or collective values onto the product properties. For promotion specialists it is important to have the description of the psychographic segments and relate them to previously identified demographic characteristics (gender, age). In carrying out the study using the Myers-Briggs technique, in a sample of 276 people was found a connection between the consumer’s gender and age and such typological personal traits as: the judging type (characteristic of the entire male part), the thinking type (characteristic of the male and female adult groups), the sensing type (becomes more increasingly evident in men from adolescence throughout old age manifests itself and manifested in women at the period of reduction of consumer preferences).

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - T S Timofeeva
AU  - O F Serova
AU  - O V Golub
PY  - 2020
DA  - 2020/03/17
TI  - Study of Psychographic Characteristics of Consumers of Credit Products
BT  - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2020)
PB  - Atlantis Press
SP  - 720
EP  - 725
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200312.102
DO  - 10.2991/aebmr.k.200312.102
ID  - Timofeeva2020
ER  -