Abstract
A study was conducted to determine the psychographic profile of purchasers of health and beauty aids (HBAs). A total of 400 shoppers from 2 regional shopping malls were interviewed to determine their psychographic profiles via the List of Values (LOV) 9-point scale: self-respect, security, warm relationships with others, sense of accomplishment, self-fulfillment, sense of belonging, being well respected, fun and enjoyment in life, and excitement. The survey also assessed respondent level of HBA purchases for a one-month period through identification of products and amount of money spent. Site of purchase and reason for site selection were determined, and demographic data were obtained. Fre-' quencies are reported, along with a chi-square analysis. Responses were grouped into categories based on the number of HBA product purchases per person in an average month: light, medium, and heavy purchase levels. Significance was observed between the LOV scale and the number of HBA items purchased at all levels with a p value = 0.046. The values most important to the respondents were self-respect (28.8%), followed by warm relationships with others (17.5%) and fun and enjoyment in life (14.8%). The findings of this study demonstrated that the use of a psychographic segmentation technique, such as the LOV scale, may be a viable tool for pharmaceutical marketers to employ.