Affluent Asia: towards a cross-national psychographic typology

Psychographic segmentation has been used extensively by marketing practitioners and academics for more than three decades. It is most often employed to construct value and lifestyle typologies of consumers, generally within a particular market or country. Seldom has it been applied cross-nationally. In this study, an exploratory investigation is carried out among a sample of white-collar consumers in five Asian capital cities. A six-cluster solution is obtained which provides partial support for the notion of a single, cross-national Asian psychographic typology. The cluster compositions are described, managerial implications outlined, study limitations noted and directions for future research offered. © 2000, Taylor & Francis Group, LLC. All rights reserved.