Abstract
This paper identifies a series of marketing-specific psychographic variables in singles. Singles possess a unique life style. Being educated and earning good salaries, they only have themselves as financial burden. They aim at self-sufficiency and for this; they fill their free time with a variety of self-based activities. They tend to lead a very active life style. Singles have a set of psychographic characteristics which make them most appropriate targets for certain products. These characteristics have distinct and significant implications for advertisers and marketers. These and other phenomenon unique to single consumer are discussed in an effort to better understand these singles as an emerging market segment.
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