Hybrid customer segementaion model: the layer grid

• Main Author: Chen, Wei Chang.
• Other Authors: Leong Kah Fai
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Engineering::Mechanical engineering::Prototyping
• Online Access: http://hdl.handle.net/10356/46146
• Institution: Nanyang Technological University

The project aims to look at the various psychographic tools, consumer behavior and personality theories, after which, to employ them into a new customer segmentation model. Tools and theories, including Values and Lifestyle Survey (VALS), LifeMatrix, MindBase, Foote, Cone & Belding (FCB) grid, I...