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Psychographic Market segmentation of Junior College Students in Silchar, Assam

Nilotpal Saha, Brajesh Kumar
DOI: http://dx.doi.org/10.21013/jmss.v4.n2.p15
Abstract

This paper discusses about characteristics of most enthusiastic buyers of a non-metro city.  The paper adopts the analytical and exploratory research style based on primary data. It uses questionnaire based survey methods with a sample size of 250 junior college students (JCS) of Silchar, Assam, India. The paper tries to identify the segments depending upon the choices and purchasing decision made by these students on the basis of their psychographic profile.   

 

The research is unique for academic and professional relevance. As the research on psychographic market segmentation in small city especially the city from North-Eastern Region called Silchar, Assam is very rare. Hence, this study may be regarded as masterpiece as it provides in-depth analysis on psychographic market segmentation, which is found to differ in several important aspects.

Keywords
Market segmentation, Psychographics, Junior College Students, Cluster analysis. Activities Interest and Opinion (AIO)
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