ABSTRACT
Geodemographics, as a successful application of geographical information systems (GIS), enables marketers to predict behavioural responses of consumers based on stati stical models of identity and residential location (Goss, 1 995) . In North America and Europe geodemographics has become a rapidly growing information industry (Flowerdew and Goldstein, 1 989; Watts, 1 994). At present geodemographics is not only applied in the private sector but in public issues such as deprivation analysis, fundraising for charity and hcalthcare analysis .
