Psychographic Segmentation Based on Belief Factors Underlying Attitude toward Advertising in General

Consumer Segments based on psychographics is preferred over the traditional criteria of segmentation. Applying the Exploratory Factor Analysis, the study identifies the dimensionality of beliefs underlying attitude toward advertising in general (Ag). Hierarchical clustering and K-Means clustering has been used to identify the unique segments of consumers of Northern India, differing by their attitude toward advertising in general. Two segments ‘Ad Avoiders’ (45%) and ‘Ad Lovers’ (55%); have been identified. These have been profiled using the psychographic, demographic as well as behavioural variables. The results of the study will help the marketers in strategically targeting the consumers of North India.