MAIN FACTORS AND SIGNS OF PSYCHOGRAPHIC SEGMENTATION IN TERRITROIAL MARKETING

Abstract

The article is devoted to the consideration of the interaction between the management of territories and segmentation of consumers. Tools and methods for segmenting the target audience when creating a brand of a territory or when influencing the political market with information. The VALS and VALS 2 models discussed in the article are relevant, including for creating, maintaining or changing public attitudes towards specific political figures, parties or movements. The article allows you to expand knowledge about effective methods for highlighting the consumer segment to develop the most adaptive marketing promotion strategy and the most optimal way to promote a political product, with the least amount of costs. The materials of the article can also be useful for studying various types of consumer behavior from a psychological point of view.