The Implementation of psychographics in customers` lifestyle determination: The Macedonian furniture market
The Implementation of psychographics in customers` lifestyle determination: The Macedonian furniture market

Summary/Abstract: Psychographics has emerged as an important method of market and marketing research, especially of consumer behaviour research. Understanding the consumer behaviour issues is essential for the decision making process and market positioning of companies. The purpose of this paper is to analyse the possibilities for using this method in the market research process in Macedonia. AIO technique as one of the most significant psychographic methods is used in the research, conducted on the sample of 136 customers with 55 AIO and VALS statements divided into 16 factors. By using the empirical research, this paper demonstrates the importance of the consumer’s psychographic characteristics and the influence of their lifestyles on the decision making process in the case of furniture market. The results of the research in this paper and the way of implementation the psychographic as a method of marketing research could be very useful for the decision making of small, medium and large companies.

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