Towards identifying a psychographic typology for the Maltese population

Abstract

One of the greatest challenges facing the marketer is to find a balance between the two extremes of treating the market as one homogenous mass and of treating each individual as a distinctive entity. Standing in a shopping mall or town square, one cannot help but I marvel at the diversity of people and their behaviour, and simultaneously to identify similar features which can form meaningful categories which provide a better picture of what their common needs are and to aim to satisfy those needs. The aim of this study is to give an insight into the application of psychographic techniques as a form of segmentation which can lead to a better understanding of Maltese consumers. The study in itself is a form of post-hoe segmentation analysis, in the sense that the segmentation base is defined as an outcome of the analysis rather than in advance. The evolution and study of psychographics is evidence of the multidisciplinarian nature of marketing and provides marketers with a fuller description of potential segments. This study provides a background of the research conducted in psychographics and its application to obtain general profiles of population segments as well as product/brand specific applications and also consumer sub-groups. There is no evidence of application of psychographic techniques in Malta, and this study proposes a questionnaire which seeks to develop a psychographic typology for the Maltese population through an analysis of activities, interests and opinions (AIOs). The study conducted is meant to serve as a pilot study which serves as a basis for a more comprehensive study which will include a more representative sample of the Maltese population.