Developing and Testing a Model of Psychographic Market Segmentation

An integrated model of market segmentation for furniture buyers in South Africa was developed and tested. The model was derived from broad segmentation categories used by researchers in the field. Hypotheses relating to value and life-style groups suggested in the model were formulated and tested on a sample of white and coloured households in the Eastern Cape. Results indicate that the instrument developed for testing the model shows modest reliability. Four life-style groups which were identified in the model emerged from the empirical data. This suggests the applicability of the model as a guideline for furniture market segmentation in South Africa.