1) What i found surprising was the underlying of psychographics. I didn't know such a thing, that captures peoples lifestyles, and other attributes, existed. It very interesting to know marketeers rely on this to predict the outcomes of their business.
2) What i found to be confusing was the section on using attitudinal indicators. I don't understand how psychologists use this method to carve out marketing segments.
3) I would ask the authors how all these methods and speculations about spending habits were discovered? Also, why don't they simply construct a better and faster way of analyzing customers?
4) I disagree with the statement the author made about only buys stuff because it saves, time, effort and money. The majority of purchases are made out of obligation, need and general consumption. Time, effort and money are only the side characteristics one thinks about when making necessary purchases, no matter what they are.
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