The Content of the Self-Concept as a Basis for a Typology of Consumers

This paper considers developing a typology of consumer based on the psychological variables. The main objective of this research is to show the possibility of separating consumers into groups depending on the content of their self-concept and developing a typology of consumers. The author has provided a detailed description of each of the resulting consumer groups and recommendations on the strategy to promote products based on the features of these groups.