Date of Award
Master of Arts in Interdisciplinary Studies
Psychographics is the principal technique used by consumer researchers as an operational definition or measure of life style. One aim of psychographics is to provide quantitative measures of consumer lifestyles, in contrast to soft or qualitative research from focused group interviews, depth interviews and similar techniques. The scope of this thesis is to discuss the psychographics analysis and life system in the United Arab Emirates (UAE) as a tool of marketing communication segmentation.
Al-Shamsi, Rashed Abdulaziz, "Psychographics and VALS system as marketing segmentation approach by business establishments in United Arab Emirates" (2001). Theses Digitization Project. 1888.