Showing papers on "Psychographic published in 1995"

Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy

Abstract: The authors construct a psychographic profile of the green consumer in terms of variables directly related to purchase behavior, such as price consciousness and general care in shopping, interest in new products, and brand loyalty. Additionally, they address attitudes toward advertising and media preferences. Data from 3264 respondents to the DDB Needham Life Style Study were analyzed. The results show the green consumer to be an opinion leader and a careful shopper who seeks information on products, including information from advertising, but also suggest that the green consumer is rather skeptical of advertising. The implications are that green consumers may be receptive to green marketing and advertising, but marketers should take care not to alienate them by using ambiguous or misleading messages.

Psychographic constructs and demographic segments

Abstract: As marketers attempt to place advertisements based on demographic profiles, the use of psychographic information becomes more important. The purpose of this research is to evaluate the validity of selected psychographic measures as well as to then relate these constructs to demographic segments. The analysis, using LISREL VI, assesses the constructs, which then, based on MANOV, are related to demographic segments. Implications of the study for validating psychographic measures and for applying this knowledge are discussed. © 1995 John Wiley & Sons, Inc.

Cognitive styles of consumer initiators

Abstract: Accounts of consumer innovativeness show two trends: theoretical sophistication in which innovative behaviour is attributed to abstract personality constructs such as innate and inherent innovativeness, and a resounding lack of empirical evidence that innovative behaviour is more than weakly related to traits of personality. The difficulty is compounded by terminological confusion. This article proposes that Kirton's theory of adaptive-innovative cognitive style suggests solutions to both the terminology issue and the problem of equivocal empirical findings. It describes five studies of innovative consumer behaviour, three relating to the purchase of new food brands and products, and two to the use of computer software. The findings indicate a more complex psychographic composition of consumer innovator segments than is generally appreciated in the marketing and new product development literatures.

New‐type and traditional shoppers: a comparison of two major consumer groups

Abstract: Previous results have indicated that some consumers are less satisfied with mundane retail outlets and require more exuberant entertainment. Other consumers, however, do not make for “fun shoppers” and are not likely to in the future. Concentrates on the two largest groups found in the study: the “new‐type shoppers” and the “traditional shoppers”. They were similar in terms of their sociodemographic characteristics and almost so in their choice criteria for a place to shop. They differed only in their desire for experience and recreation while shopping. Examines their psychographic characteristics, behavioural tendencies and actual behaviour patterns in order to deepen the picture of those two groups. Discusses retailers′ activities concerning the personality and image of their outlets in the context of image congruence between a consumer and a retailer outlet.

Consumer behaviour in the food industry : a European perspective

Abstract: Models of buyer behaviour and food choice. Part 1: political, economic and technical influences on food policy the European Union economic influences, technological influences. Part 2: cultural and social influences - culture historical trends in consumption religion, cults and scares demography social class reference groups and opinion leadership the family. Part 3: psychological influences - personality and motivation lifestyle and psychographics attitudes and behaviour. Part 4: marketing influences - retailing persuasive communications purchasing outcomes.

Using astrology in market segmentation

Abstract: For segmentation purposes, demographic variables are cheap and easy to measure, while psychographic variables are harder to measure, but can provide a more accurate insight into consumer psychology. The use of astrology, potentially, allows us to combine the measurement of demographics, with the psychological insights of psychographics. Suggests that a prima facie case exists for the suitability of astrology as a segmentation variable since it creates segments which are measurable, substantial, accessible, exhaustive, relatively stable over time, likely to respond differently towards different marketing programmes and have clear boundaries. Although it would be unrealistic to claim that astrology can be universally applied to all markets in all industries, it may have some use when applied to certain populations or sub‐groups within certain lifestyle and personality‐related markets.

Cross-Cultural Consumer Research in India:

Abstract: With the emergence of India as a world market, the importance of understanding its consumer activities has become critical. This paper examines current literature addressing cross-cultural consumer research. Specifically, consumer research in demographics, psychographics, decision making, and the diffusion of innovation is examined from the perspective of extending these areas of study to the Indian market. The review examines the state of cross-cultural research, identifies areas that need to be more fully addressed by marketing researchers, and discusses implications with regard to the Indian market.

Psychographic segmentation of tourists as a predictor of their travel behaviour: an exploratory study of Korean tourists to Australia.

Abstract: Psychographic segmentation in tourism marketing research can be an important tool in ascertaining why tourists choose destinations and what are their expectations and perceptions of a holiday experience. This paper describes the psychographic segmentation procedures with special emphasis on the Asia-Pacific market and its relevance to Australia as a destination. The concept of psychographics is illustrated with a case study based on the Korean tourist visiting Australia. The benefits of utilizing this procedure in tourism marketing strategies is presented. It could assist Australian tourism industry marketing strategists in ascertaining their potential market and in developing competitive strategies and products specifically geared for the Asia-Pacific region.

Psychographic and Demographic Profiles of Credit Card and Non-Credit Card Holders in Urban Malaysia

Abstract: 59 The study attempts to delineate the demographic and lifestyle characteristics of male credit card holders and non-holders in Malaysia. The two groups are compared using seven demographic and eight lifestyle variables. The results indicate that credit card holders tend to be slight~v older. married with children, have higher level of education and income, and are either professionals or work in a managerial capacity. The lifestyle profiles indicate that card holders tend to be low in their disbelief in credit, more self confident, socially active, risk oriented and less price conscious in their purchase behaviour.