Showing papers on "Psychographic published in 1994"

Age, Sex, and Attitude toward the past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products:

Abstract: New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic ...

Consumer Behavior: In Fashion

Abstract: Table of Contents I. INTRODUCTION 1. Introduction to Fashion Concepts, Theories and Consumer Behavior 2. Cultural Influences on Consumer Behavior 3. Creation and Diffusion of Fashion and Consumer Culture II. CONSUMER CHARACTERISTICS AND FASHION IMPLICATIONS 4. Individual Consumer Dynamics: Motivations and Values 5. Individual Consumer Dynamics: The Self 6. Demographic Subcultures: Age, Race, and Ethnicity 7. Demographic Subcultures: Income and Social Class 8. Psychographics: Personality, Attitudes, and Lifestyle 9. Consumer Perceptions. III. FASHION COMMUNICATION AND DECISION MAKING 10. Fashion Communication 11. Individual and Household Decision Making 12. Group Influence and Fashion Opinion Leadership 13. Buying and Disposing IV. ETHICS AND CONSUMER PROTECTION 14. Ethics, Social Responsibility, and Environmental Issues 15. The Role of Government and Business in Consumer Protection

Benefit Segments of the Female Apparel Market: Psychographics, Shopping Orientations, and Demographics:

Abstract: The purposes of the study were (1) to segment the female apparel market based on "descriptive clothing benefits sought" by female consumers, and (2) to develop a profile of each segment concerning ...

How to Identify Psychographic Segments

Abstract: As marketing knowledge and market competition increase, so too does the need for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the process of identifying psychographic risk segments in purchasers of consultancy services by taking the reader stepwise through the necessary statistical procedures. Part 1 considers factor and cluster analysis, while Part 2 looks at multiple discriminant analysis. The analysis shows that three potential risk segments exist which differ demographically and in their risk perceptions.

Consumer Initiators: Adaptors and Innovators

Abstract: SUMMARY Theoretical and practical studies of ‘consumer innovativeness’ are currently beset by two problems. First is the proliferation of terms referring to ‘innovators’, ‘use-innovators’, ‘innovative personality traits’ and so on which are both confusing and conceptually inexact. Second is the failure to account for the mass of weak evidence on which the notion of an innovation-prone personality is based. The paper proposes a more coherent set of terms to designate the behavioural and psychological dimensions of innovative consumer behaviour, after which five empirical studies are presented of the cognitive style/personality profiles related to new brand/product purchasing and the use of computers for novel purposes. Contrary to the literature on adoption and diffusion, while many of the consumers with a propensity for these behaviours showed the cognitive/ personality styles widely attributed to ‘consumer innovators’, a substantial proportion, sometimes a majority, had the obverse profile. In terms of Kirton's adaption-innovation theory, so-called consumer innovators might exhibit either adaptive or innovative cognitive styles. Personal involvement with the product field also emerged as a powerful explicator of ‘innovative’ consumer behaviour. Hence purchasers of the highest level of food innovations were adaptors who were also highly involved in the product field; and while the heaviest users of software applications were those who were highly involved, both adaptors and innovators figured strongly among them. The findings suggest a more complicated psychographic composition of consumer innovators than is generally appreciated in managerial prescriptions for new product development and marketing, and in theoretical explanations of consumer behaviour which rely on conceptual abstractions such as ‘innate’ or ‘inherent’ innovativeness.

How to Identify Psychographic Segments : Part 2

Abstract: As marketing knowledge and market competition increase, so too does the need for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the process of identifying psychographic risk segments in purchasers of consultancy services by taking the reader stepwise through the necessary statistical procedures. Part 1 considers factor and cluster analysis, while Part 2 looks at multiple discriminant analysis. The analysis shows that three potential risk segments exist which differ demographically and in their risk perceptions.

Neither Too Young Nor Too Old: A Comparison of Visitor Characteristics

Abstract: Identification and characterization of two key visitor groups by age emerged from a year-long visitor research project at the Chicago Botanic Garden. the two groups (seniors aged 55 and older, who dominated the audience profile in all four seasons, and younger guests, aged 18 to 34, who were minimally present) are discussed in relation to their differing leisure preferences, expectations of the Garden, psychographics, and demographics, and to the impact their distinct leisure interests and values will have on program planning and marketing. Applying the data to decision making and action requires prioritizing the Garden's responses to each of these audiences regarding use of interpretive materials/activities, design of special events and learning programs, development of a family discovery center, expansion of environmental programming, and emphasis on the social experience of a casual visit to the Garden.

Domesday marketing? From an inaugural lecture

Abstract: Significant change in segmenting and targeting markets over the last decade or so is the theme here. The paper is composed of several story‐lines that later merge. For example, there is the tracing of the progression from demographics to psychographics and then to geo‐demographics. In parallel with this is the trend toward “individualism” an implication here is that customers want to be treated as individuals. Another line in the story concerns marketing's search for greater discriminatory and targeting power of segmenting bases and this leads to the increasing use of information technology in more personalized market research and in the use of databases. So, we may increasingly want to be treated as individuals and at the same time technology is not only providing marketers with more individualized market information but also with the means to target us as individuals. For a final explanation of the title, read on!

Assessing the characteristics of the non-store shopper

Abstract: Non-store shopping and the related technology is a business phenomenon that is enjoying tremendous growth. Because of its recency and the limited research on the topic, very little is known about the characteristics that distinguish users of non-store alternatives from non-users. Moreover, differences between the non-store categories have not been addressed. Over 1,900 consumers were surveyed in respect to usage level of non-store alternatives, psychographic and attiudinal variables and demographic characteristics. A four-cluster solution resulted: (1) the fanatic non-store user, (2) the personal non-store user, (3) the non-personal non-store user and (4) the traditional shopper. Each of these dusters differed across a number of demographic and psychographic/ammdinal variables. A discussion of implications ended the paper.

Can Opera Be Brought to the Masses

Abstract: Addresses the question as to whether opera can be brought to the masses (defined as socio‐economic groups other than A and B). First, it describes the methodology used in collecting the data. Goes on to describe and analyse the audience profile of opera‐goers, and non‐opera‐goers, in terms of demographic, psychographic, and geographic analysis, and to establish reasons for attendance and non‐attendance among different social groups, based on culture, motivation, and attitude. Finally, makes recommendations in the form of a marketing mix to encourage a wider audience for opera.

Psychographic segmentation study of Singaporean tourists

Abstract: The psychographic factor with respect to the preferences and attitudes of Singaporean tourists going on vacation was examined in this thesis. Factor analysis was conducted on 16 psychographic statements taken from Schul and Crompton (1983) who extracted them from Hay Associate (1978) which yielded 5 basic tourist typologies. These are as follows: Explorer, Organised tourists, Active tourists, Pleasure seeker, and Sophisticated Seeker