"The target of this paper is to demonstrate the application of multivariate statistical techniques, namely, factor analysis, cluster analysis, contingency tables and multidimensional scaling, in psychographic research. For this purpose the AIO concept, determining the quantitative use of psychographics relevant statements, that is, the consumer's activities, interests, and opinions, was followed. As a result, a set of questions, each corresponding to the respective A-I-O category, was developed and submitted to the target group. Ultimately, findings of analysis were manifested on a selected segment from apparel industry and projected into two-dimensional positioning map."@en . . "43310" . . "ICABR 2010" . "The Use of Psychographics in the Apparel Industry" . . . . . "Z(MSM6215648904)" . . "RIV/62156489:43310/10:00161807" . "The Use of Psychographics in the Apparel Industry"@en . "The Use of Psychographics in the Apparel Industry"@en . . . . . . "Mendel University in Brno" . "1"^^ . . . "7"^^ . . "The Use of Psychographics in the Apparel Industry" . "294706" . . . "contingency tables; factor analysis; psychographics; multidimensional scaling; AIO; positioning; cluster analysis; segmentation"@en . . "1"^^ . "Jadczakov\u00E1, Veronika" . "United Arab Emirates" . "Brno" . "2010-01-01+01:00"^^ . . "The target of this paper is to demonstrate the application of multivariate statistical techniques, namely, factor analysis, cluster analysis, contingency tables and multidimensional scaling, in psychographic research. For this purpose the AIO concept, determining the quantitative use of psychographics relevant statements, that is, the consumer's activities, interests, and opinions, was followed. As a result, a set of questions, each corresponding to the respective A-I-O category, was developed and submitted to the target group. Ultimately, findings of analysis were manifested on a selected segment from apparel industry and projected into two-dimensional positioning map." . "RIV/62156489:43310/10:00161807!RIV11-MSM-43310___" . "978-80-7375-436-5" . "[3ADBEF87951C]" . . .