Market segmentation in Malaysia by using psychographic dimensions for unit trust products

• Main Authors: Baharun, Rohaizat, Abdul Hamid, Abu Bakar, Shamsuddin, Ahmad Sharifuddin, Md. Salleh, Nor Zafir, Zaidin, Norzaidahwati, Sulaiman, Zuraidah
• Format: Article
• Published: Academic Journals 2011
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/29287/; https://academicjournals.org/journal/AJBM/article-abstract/6B4FABB21619
• Institution: Universiti Teknologi Malaysia

The aim of this study is to identify the values and lifestyles that best explain financial unit trust behaviours. As an exploratory study, this paper adapts the values and lifestyle scale from previous studies to the Malaysian context. Data were obtained from a questionnaire handed out to a cluster...