Showing papers on "Psychographic published in 1996"
Patent•
26 Apr 1996
TL;DR: In this article, a psychographic profile is formed by recording computer activity and viewing habits of the end user, and content of categories of interest and display format in each category are revealed by the psychographic profiles, based on user viewing of agate information.
Abstract: Computer network method and apparatus provides targeting of appropriate audience based on psychographic or behavioral profiles of end users. The psychographic profile is formed by recording computer activity and viewing habits of the end user. Content of categories of interest and display format in each category are revealed by the psychographic profile, based on user viewing of agate information. Using the profile (with or without additional user demographics), advertisements are displayed to appropriately selected users. Based on regression analysis of recorded responses of a first set of users viewing the advertisements, the target user profile is refined. Viewing by and regression analysis of recorded responses of subsequent sets of users continually auto-targets and customizes ads for the optimal end user audience.
1,414 citations
Patent•
05 Nov 1996
TL;DR: In this paper, a user profile characterizing an associated user in terms of demographic or psychographic criteria is downloaded to a population of receiving devices and advertising material is then widely broadcast to the population in association with a target profile.
Abstract: Selective advertisement presentation occurs by first downloading to a population of receiving devices (16) a user profile characterizing an associated user in terms of demographic or psychographic criteria. Advertising material is then widely broadcast to the population of receiving devices (16) in association with a target profile. When a receiving device (16) receives the advertising information, it compares the stored user profile with the target profile and presents the advertising information only upon match or sufficient correspondence therebetween. Additional user subscription information may be presented at the time of advertisement presentation. Advertising material is thereby selectively presented only to users meeting designated demographic or psychographic criteria and having heightened interest in the presentation.
155 citations
TL;DR: In this paper, the purpose of the study was to determine if psychographic research, which attempts to look at the life-style characteristics of tourists, can be used to differentiate segments of the nature-based travel market.
Abstract: The purpose of this study was to determine if psychographic research, which attempts to look at the life-style characteristics of tourists, can be used to differentiate segments of the nature-based travel market. Furthermore, it attempted to determine whether differ ences exist between members of the resulting segments with respect to their travel behavior, environmental attitudes, and demographic characteristics. This information should be useful to nature-based tourism marketers and planners in developing tourism products that will be attractive to various target markets.
136 citations
TL;DR: In this paper, an activities, interests, and opinions (AIO) questionnaire from 386 respondents provided data to identify five distinct groups of elderly shoppers and significant differences were found among the five clusters with regard to the perceived importance of various retail attributes which sell over-the-counter drugs: quality of store and personnel, store characteristics, and use of coupons and discounts.
Abstract: The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and opinions (AIO) questionnaire from 386 respondents provided data to identify five distinct groups of elderly shoppers. Significant differences were found among the five clusters with regard to the perceived importance of various retail attributes which sell over‐the‐counter drugs: quality of store and personnel, store characteristics, and use of coupons and discounts.
106 citations
TL;DR: Current segmentation techniques are reviewed, their contributions to conceptual development, and cost-effective decision making are reviewed.
Abstract: Large-scale communication campaigns for health promotion and disease prevention involve analysis of audience demographic and psychographic factors for effective message targeting. A variety of segmentation modeling techniques, including tree-based methods such as Chi-squared Automatic Interaction Detection and logistic regression, are used to identify meaningful target groups within a large sample or population (N=750-1,000+). Such groups are based on statistically significant combinations of factors (e.g., gender, marital status, and personality predispositions). The identification of groups or clusters facilitates message design in order to address the particular needs, attention patterns, and concerns of audience members within each group. We review current segmentation techniques, their contributions to conceptual development, and cost-effective decision making. Examples from a major study in which these strategies were used are provided from the Texas Women, Infants and Children Program's Comprehensi...
80 citations
TL;DR: In this paper, a cross-validation of Plog's model was achieved through three personality trait measures and a modified Nickerson scale, which broadens the behavioral foundations of psychographic research within the travel literature.
Abstract: Correlation analysis is used to examine the association between Plog's instrument, underlying theoretical constructs, and actual travel behavior. Cross-validation of Plog's model was achieved through three personality trait measures and a modified Nickerson scale. This study broadens the behavioral foundations of psychographic research within the travel literature.
72 citations
TL;DR: Hong Kong and Singapore respondents were more traditional and conservative and adhered strongly to the cultural values such as "Mien-tsu" (face) and tended to have a strong belief in "Yuarn" (fate) as discussed by the authors.
Abstract: This paper attempts to use psychographic research by means of AIO (Activities, Interests, and Opinions) variables to compare the lifestyles of Hong Kong and Singapore consumers. Some significant differences in the lifstyles of the two markets were found. Singapore respondents were generally more home-oriented, placed a higher value on education and were more concerned towards the environment. They showed a positive attitude towards advertising, and were more concerned with the quality of a product than its price. Hong Kong respondents were generally more traditional and conservative and adhered strongly to the cultural values such as "Mien-tsu" (face) and tended to have a strong belief in "Yuarn" (fate). They were more fashion conscious and less optimistic about the future economy due to the uncertainty of the political environment. Both groups exhibited similar activity patterns and buying practices.
39 citations
TL;DR: In 1992 and 1994 surveys were conducted on visitors to Grasslands National Park in Southwestern Saskatchewan, Canada, an ecotourist site as mentioned in this paper, and the objectives of the two studies were as follows.
Abstract: In 1992 and 1994 surveys were conducted on visitors to Grasslands National Park in Southwestern Saskatchewan, Canada, an ecotourist site. The objectives of the two studies were as follows. First, to better define the demographic, sociographic and psychographic attributes of ecotourists, especially those who travel independently. Gaining further insight into the travel motivations, preferences and satisfaction-inducing factors that pertain to the ecotourist was a key concern of the study. Second, the study aimed to develop recommendations useful to ecotourism planners and managers. The paper reviews the recent literature on ecotourists. It summarises the results of the two studies, comparing them to the existing knowledge on ecotourists. Finally, the managerial implications that emerge from the two studies are discussed.
39 citations
Journal Article•
TL;DR: A study was conducted in the fall of 1994 to determine whether a market segment for environmentally marketed wooden household furniture exists and to profile this market segment based on demographic, socioeconomic, and psychographic variables as discussed by the authors.
Abstract: The environment is increasingly becoming an important issue for marketers in all areas of business. The wood products industry is especially vulnerable to this trend given its reliance on the natural environment as a source of raw materials. However, little attention has actually been paid to how noneconomic buying criteria, like the environment, are evaluated by consumers and for what segments of consumers the environment is an important purchase consideration. In light of these factors, a study was conducted in the fall of 1994 to determine whether a market segment for environmentally marketed wooden household furniture exists and to profile this market segment based on demographic, socioeconomic, and psychographic variables. Two identifiable consumer segments for environmentally marketed wooden household furniture were found representing approximately 39% of the study's 1,410 respondents. Consumers in the first segment are concerned about the environmental impacts of the products they purchase, but they are also very price-conscious. They can be described as Democrats, moderately educated, with a moderate income level, and concerned about the quality of the environment. Consumers in the second segment are also concerned about environmental product attributes, but they are the least price-sensitive segment. They can be described as Democrats, members of an environmental organization, and environmentally concerned. They participate in many environmental activities, are highly educated, and have a high income level. Results of this study may be useful to academic researchers, policymakers, and the wood products industry to allow them to segment their consumers and promote and position their products in these segments.
29 citations
Journal Article•
TL;DR: The first edition of Market Segmentation as mentioned in this paper includes the key elements that made the first edition the resource for marketing professionals and case studies are completely updated to reflect the latest data and applications.
Abstract: Description This edition of Market Segmentation includes the key elements that made the first edition the resource for marketing professionals. Its state-of-the-art demographic and psychographic segmentation techniques and case studies are completely updated to reflect the latest data and applications. This expanded edition also covers international market segmentation and database marketing/single source data to help analyze market opportunities. Topics include: the pre-segmented market; physical attributes; statistical software; segmentation resources; developing global market strategies.
24 citations
TL;DR: In this paper, an analytic technique is introduced to help the travel/tourism marketer determine the actionability of viable or potential tourist segments, referred to as segment congruence analysis.
Abstract: We introduced in this paper an analytic technique to help the travel/tourism marketer determine the actionability of viable or potential tourist segments. This technique is referred to as segment congruence analysis. The study was conducted using Maine as a tourist destination. Subjects were segmented based on psychographics, tourism-specific life-style variables, and tourism-specific benefit variables. Segment congruence analysis showed that the benefits segments were more predictive of touristsAE choice of Maine as a tourism destination than psychographic and life-style segments. Thus, this study demonstrated that the benefits segments in the choice of Maine as a tourism destination are the most actionable segments, compared to psychographic and life-style segments.
TL;DR: In this article, the authors focus on the lack of enforceable consumer protection measures in the Single European Market (SEM) and the need for a greater degree of standardization and communication in this area is a sine qua non.
Abstract: Pan‐European integration through the mechanism of the Single European Market poses a unique challenge to marketing‐led business organizations, as the needs and requirements of the putative Euro‐consumer can be difficult to identify and categorize. Despite difficulties in the standardization of data capture methods, much headway has been made in the development of European‐wide socio‐demographic and psychographic consumer typologies and resultant decision‐support systems, which transcend purely national boundaries and look at alternative bases for segmentation. However, despite these efforts, the real barriers still lie in the lack of enforceable consumer protection measures. A greater degree of standardization and communication in this area is a sine qua non if the emergence of a true Euro‐consumer is to become reality.
11 Jun 1996
TL;DR: In this article, a study focusing on pizza restaurants was conducted to determine if coupon users could be identified based on demographic and psychographic variables, and the findings indicated that there are clear differences between those who have a positive attitude toward pizza coupon usage and those who do not.
Abstract: The use of coupons is a wide-spread promotional technique aimed at encouraging patronage in the restaurant industry. This research focusing on pizza restaurants was conducted to determine if coupon users could be identified based on demographic and psychographic variables. Using descriptive statistics, factor, and cluster analysis, the 30-item mail survey was analyzed. The findings indicated that there are clear differences between those who have a positive attitude toward pizza coupon usage and those who do not. Such information could prove useful to pizza restaurants when developing and devising marketing strategies and target promotions. In addition, the findings could be used to gain a greater understanding of selected market segments.
TL;DR: The Hartman report as discussed by the authors showed that the majority of U.S. consumers have strong inclinations to buy earth-sustainable food products and nearly one-third of the consumers can actually be considered as the core market for earth sustainable food products.
Abstract: This article details new research showing that the majority of U.S. consumers have strong inclinations to buy earth-sustainable food products. Contrary to prevailing beliefs in the industry, the market potential for these products is enormous—52 percent of consumers are willing to buy “green,” and nearly one-third (30 percent) can actually be considered as the core market for earth-sustainable food products. Yet these products currently represent only 2 percent of all food sales. This immense gap can be eliminated by turning our focus from supply (an endless stream of new product introductions) to demand (the needs of the consumer). Doing so requires a clear understanding of the consumer and the dispelling of several myths that pervade the marketplace today.
Information in this article was taken from Phase 1 of The Hartman Report—Food and the Environment: A Consumer's Perspective, which examines the consumer segments in much more detail with regard to attitudinal, demographic, and psychographic profiles. The report was commissioned, in part, by The Kellogg Foundation, The Food Alliance, and Cascadian Farm. Phase II of the research more closely examines those segments that represent the key target markets for these products, including information on the effects of advertising, public relations, and labels in communicating environmentally sustainable product messages. Phase III will develop specific retail tactics that can be effective in delivering products and services to the most important segments. For information on obtaining a copy of the report, contact The Hartman Group at 206–451–9094.
TL;DR: In this paper, the authors identify the key fundraising problems faced by the Came Conservancy Trust and describe the donor research that was undertaken in an attempt to resolve these key issues, and conclude with a number of recommendations to the Trust for changes to its fundraising strategy.
Abstract: This paper identifies the key fundraising problems faced by the Came Conservancy Trust and describes the donor research that was undertaken in an attempt to resolve these key issues. A survey of 1,000 donors was undertaken and the respondents were profiled according to demographic variables and their response to 20 attitudinal statements. These statements were then subjected to a factor analysis to identify the underlying psychographic variables. Seven such variables were identified and subjected (along with a range of demographic variables) to a regression analysis with a view to identifying which of them would prove to be significant indicators of a propensity to donate larger sums to this organisation. A number of the psychographic factors were indeed found to be significant indicators of the level of support a particular donor might be predisposed to provide. In the light of these findings the paper concludes with a number of recommendations to the Trust for changes to its fundraising strategy.
TL;DR: In this article, several types of new tours are suggested for a tourism industry that must innovate and upgrade their products and services to meet the demands of a new breed of consumers, which attracted the attention of tourism marketers not only locally and abroad.
Abstract: The growth in the number of Singaporeans traveling overseas has been quite remarkable. In 1994, Singaporeans made over 2.4 million overseas trips. This was made possible by the increased affluence of the population, after several decades of continued economic development. At the same time, there are changes in the demographic and psychographic composition of the population which attracted the attention of tourism marketers not only locally and abroad. This paper attempts to examine these changes and discuss their implications. Several types of new tours are suggested for a tourism industry that must innovate and upgrade their products and services to meet the demands of a new breed of consumers.