Showing papers on "Psychographic published in 1992"

Consumer Profiles: An Introduction to Psychographics

Abstract: 1. Introduction: Market Segmentation Strategies 2. History and Background of Psychographics 3. Personality Profiling of Consumers 4. Psychographic Systems for Consumer Profiling 5. Critique of Psychographics 6. Applications of Psychographics: i) Consumer Activity 7. Applications of Psychographics: ii) Media Markets 8. Application of Psychographics: iii) Consumer Sub-Groups 9. Putting Psychographics Into Practice

Market and technology shifts in the 1990s: Market fragmentation and mass customization

Abstract: This paper highlights demographic and psychographic population shifts, which, together with a rapid increase in the flexibility and cost‐efficiency of production processes, will force marketers into more complex market segmentation and niche marketing strategies. The accelerating trends in market fragmentation and “mass‐customization” of production will challenge traditional marketing thinking and strategies during the 1990s.

Fashion and Shopping Perceptions, Demographics, and Store Patronage:

Abstract: Rural (n = 320) and urban (n = 278) female consumers were studied to determine if the psychographic dimension of perceptioms of fashion and perceptions of apparel shopping was related to store patronage as well as to demographic characteristics. The 20 comrumer perception items were reduced to five factors by factor analysis: Shopping Involvement, Importance of Clothing Image, Fashion Commitment, Quality Conscious, and Fashion Aversion. An analysis of variance revealed that rural and urban consumers held similar perceptions offashion and of apparel shopping as measured by the five factors. Significant differences in the factor scores that measured perceptions of fashion and of apparel shopping were noted in ANOVA with type of stores patronized, shopping locales favored, time spent shopping for apparel for self and family, ethnicity, age, marital status, education, work status, and total family income. Implications for retailers and educators are discussed.

A Factor-Analytic Examination of Catalog Shopping Orientations in France

Abstract: Understanding of catalog patronage behavior has progressed substantially in the past ten years. Two avenues of inquiry, however, have been largely overlooked. Psychographic characteristics have been neglected in favor of demographic descriptors. Further, most of the research has examined the U.S. consumer while little attention has been paid to catalog shoppers in other parts of the world. This study uses a psychographic scale to examine the shopping orientations of French shoppers. Particular attention is paid to catalog shopping orientations. Analysis reveals two primary shopping orientations that are related to catalog shopping: a convenience as well as a recreational orientation. Contrary to much of the extant research, the study shows that the primary catalog patron is recreationally oriented. The findings indicate the the shopping orientations of the two catalog segments differ substanitally and suggest that catalog tactics which target individuals associated with each of the segments must also differ.

Product Owner Manuals: An Exploratory Study of Nonreaders Versus Readers1

Abstract: Empirical literature relating to the use of product owner manual information is sparse, despite the fact that the topic holds important marketplace safety implications. This study employed a survey methodology to explore manual-specific psychographic as well as demographic variables. Discriminant analysis found prior experience and time considerations to be among the most important variables in differentiating between nonreaders and readers of manuals. Results are discussed within the context of Russo's (1988) cost-benefit framework related to information usage. Following this perspective, we offer some initial ideas for programs aimed at increasing nonreaders' utilization of manuals.

The usage of media across product classes: the influence of demographics and psychographics

Abstract: The purpose of this study was to investigate the differences in the types of media used for four product classes, and to examine the effect of respondent's demographics and psychographics on the types of media. Eight hundred and four respondents were randomly selected from the population (8040) of five residential sections of Lubbock, Texas, by using systematic sampling. Different merchandise names representing the classes of product were listed in the questionnaire. The respondents were asked to rate each type of merchandise according to the order of media usage when they purchased the merchandise. One hundred and fifty-two questionnaires were analysed by factor analysis, multivariate analysis of variance, and Friedman two-way analysis of variance by ranks. Eight psychographic factors extracted by factor analysis were Traditional, Self-confident, Satisfied with Finances, Satisfied with Friends, Living Optimist, Self-conscious, Community Minded, and Homebody. Self-conscious was the only factor to affect the consumers' usage of newspapers, television, radio, magazines and direct mail. In addition, the usage of television was affected by the Satisfied with Finances factor. The demographic variables of marital status, age, education, ethnic group, political outlook, occupation and social level influenced the usage of newspapers, magazines, radio, television and direct mail. The usage of television was affected by one's political affiliation. Income did not influence media usage. The findings indicated that the individual's usage of the newspapers, television, radio, magazines and direct mail was affected by the classes of products: convenience, preference, shopping and speciality goods.

Type ‘a' traits, innovativeness, cognitive complexity and attitudinal predictors affecting franchisees’ job-involvement levels

Abstract: This paper presents the findings of a mail survey distributed to franchisees in two Ontario cities. This was a follow-up study to one conducted on franchisees in five Ontario cities in 1989. The purpose of the study was to look more fully at personality and attitudinal variables affecting franchisees' job-involvement levels. The three psychographic variables of Type “A” Behaviour, Innovativeness, and Cognitive Complexity appeared to be key predictors in defining franchisees' job-involvement levels, the findings further showed that the franchisees were job-involved, moderate Type ‘A’s, with innovative and cognitively complex profiles.

The college-educated older adult traveler: a travel-specific psychographic profile.

Abstract: The potential number of individuals in older age groups who may have the capacity to enjoy travel as a leisure pursuit is staggering. Yet, little is known about a sub­ group of this population, college-educated individuals 55 to 64 years of age (older adults), specifically with respect to their attitudes, interests and opinions towards pleasure travel. In addition, little attention has been devoted to international travel which is of interest to 28% of the 55 and older market. Thus, this investigation identified whether college-educated older adults who travel internationally differ from those who do not with respect to their attitudes, interests and opinions towards pleasure travel. A random sample of individuals 55 to 64 years of age was taken from the alumni list of a large northeastern university. The results indicated that college-educated older adults who travel internationally were more inclined to agree that travel for pleasure is \"intrinsically\" appealing.

A Multiple Discriminant Analysis Across Age Grouping of Non‐Academic and Academic University Personnel Utilising Selected Demographic and Psychographic Discriminating Criteria

Abstract: Many attempts have been made to integrate communication with other properties of organisations. Frameworks and models have been developed by Galbraith (1977, 1973), Tushman (1979), Tushman and Nadler (1978), and Penley (1982). This study proposes to continue the line of research by considering additional aspects of the organisational environment in addition to various communication variables.