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dc.contributor.advisorMukhopadhyay, Sipra-
dc.contributor.authorGiridhar, K.-
dc.contributor.authorSarkar, P.-
dc.descriptionMarketers today in India as elsewhere in the world are more interested in the causality of a purchase decision than merely identifying what kind of people buy their product. It is in response to this need the importance of psycho graphic segmentation has been realised along with the predictive limitations of demographic segmentation. The study served two purpose - firstly providing applicatory theoretical tretise on the merits and demerits of existing bases of segmentation with a description of the concept and second an actual psychographic segmentation of car owners. In the process of segmentation of car owners the study invalidated a hypothesis put forth my MIL that the psycho graphic profile of Maruti car owners is the same, the validation of which would have justified the positioning of their product. sing a purchase choice and gives a useful clue as to what elements to include while positioning a product and what message should should it incorporate.en_US
dc.publisherIndian Institute of Management Ahmedabaden_US
dc.subjectCar Owneren_US
dc.titlePsychographic segmentation of car ownersen_US
dc.typeStudent Projecten_US
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