Showing papers on "Psychographic published in 1997"

Internet-audiotext electronic communications system with multimedia based matching

Abstract: The present invention relates to an electronic advertising system. More specifically, the present invention provides a computer based psychographic matching system that is significantly more effective and convenient for the advertiser. In the present invention, when a person places a personal ad on the system, either via a telephone or via the Internet, the person creates a personal psychographic profile (a subjective makeup of preferences) of himself by selecting his preference for various items, such as musical pieces, environmental sounds, poetry selections, etc. At the conclusion of the profiling process, the system automatically finds other advertisers (whether they placed their ad via audiotext or the Internet) whose profiles match the new advertiser's profile. The system then gives the new advertiser information on how to contact all of the recorded matches.

Computer network and method for determining user behaviour

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.

Customer needs and front‐office technology adoption

Abstract: Based on a wide survey of over 1,500 Italian customers, analyses both payment services and sales and private banking areas. In the former, human contact attributes of service prove to be overemphasized when customer satisfaction is observed. In the latter, technology seems extremely important in helping bank branch officers decide which new services to offer to which customers. In both sections customers’ clusters are identified according to the importance of different service attributes; subsequently, they are described in terms of demographic, behavioural and psychographic characteristics. Technology‐oriented unsatisfied customers seem to belong to most segments. This calls for a major shift in the approach to delivery channels the majority of Italian banks are still adopting.

Store patronage and lifestyle factors: implications for rural grocery retailers

Abstract: Presents results of a study on outshopping grocery patterns of rural shoppers. The researchers mailed a questionnaire to residents in a rural Vermont area, asking them to record their grocery expenditures for one week. The questionnaire solicited information about respondents’ store patronage, psychographic behaviour and socio‐economic status. The study had two objectives: first, to determine the proportion of outshopping for groceries, i.e. the per cent of total grocery expenditures in stores away from the major retail centre; and second, to identify store patronage and psychographic factors associated with rural grocery shoppers, and to determine if such factors correspond with the proportion of grocery expenditures outlaid elsewhere. Consumers were divided into the three groups by level of shopping activity: low, medium and high. Results indicated that each group had different store patronage practices, psychographic profiles, and income levels, suggesting that grocery retailers should work with communities to organize retail mixes that appeal to different shopping groups.

Segmentation of the Nordic winter sun seekers market.

Abstract: This research, based on 617 residents of Ottawa, was carried out to segment the Canadian winter sun travellers market. Six segments were identified on the basis of sought product benefits. They were named Entertainment, Active Sun and Fun, Culture Patron, Value for the Money, Sun and Comfort and Achievers. The segments were described using demographic and psychographic data and their destination choice and media usage behavior were examined to provide insights into the managerial actions that tourism marketers may undertake to attract them to specific sun destinations.

Store Patronage Behavior of Hispanic Versus Non-Hispanic Consumers: Comparative Analyses of Demographics, Psychographics, Store Attributes, and Information Sources:

Abstract: Little research is available on higher income Hispanic consumers. Thus research was conducted to compare higher income Hispanic and non-Hispanic consumers' demographics, psychographics, perceived i...

Spaces of Surveillance: Indexicality and Solicitation on the Internet.

Abstract: This article investigates the significance of the index in the process of, first, mapping and formatting the sites, spaces and words on the Internet and, second, diagnosing, tracking and soliciting users. Unlike the back‐of‐book or even hypertextual index that points to or references information to be found in a larger text, the author argues that some of the Internet's indexes actually facilitate a movement through space to other sites and pages. It is further argued that this process of jumping into other spaces’ increasingly commercial domains, facilitated by indexical technologies known as robots or spiders, often leads to the solicitation of users’ demographic and psychographic information. Lastly, it is noted that such indexical technologies are increasingly being called upon by commercial interests to automate the process of solicitation whereby the mere entry or “jump” into a site on the Internet triggers the accumulation of a user's demographic and psychographic data.

Sun‐sign astrology in market segmentation: an empirical investigation

Abstract: Demographic segmentation variables are cheap and easy to measure, while psychographic variables are more expensive and harder to measure, but can provide more insight into consumers’ psychology. Suggests that a prima facie case exists for the suitability of astrology as a segmentation variable with the potential to combine the measurement advantages of demographics with the psychological insights of psychographics and to create segments which are measurable, substantial, exhaustive, stable over time, and relatively accessible. Tests the premise empirically using results from a Government data set, the British General Household Survey. The analyses show that astrology does have a significant, and sometimes predictable, effect on behavior in the leisure, tobacco, and drinks markets. Discusses managerial implications of the results in terms of market segmentation and promotion.

Psychographic predictors of risky sexual practice.

Abstract: A survey conducted in Zimbabwe in 1997 sought to identify the key socioeconomic demographic and psychographic determinants of high-risk sexual practices in a national sample of 1987 adult men and women. Specifically the study developed profiles of the types of persons who were most likely to have more than one sexual partner without using a condom in the 6-12 weeks before the survey least likely to have used condoms with casual partners and least likely to have used condoms with steady partners. The factors with the strongest associations with these three indicators of risky sexual practices were excessive consumption of alcohol history of a sexually transmitted disease (STD) and embarrassment in acquiring condoms. Those who believed that condom users are more likely than nonusers to have an STD were less likely to use condoms as were respondents who thought it is easy to tell if someone has HIV/AIDS. A significant proportion of respondents felt that condom use with a regular partner or spouse amounts to distrust and indicates adultery. These psychographic factors which were more salient than any demographic or socioeconomic factors will be used to identify potential targets for condom marketing in Zimbabwe. For example IEC campaigns are being designed to communicate that alcohol users have a higher risk of HIV/STDs that familiarity with condoms engenders trust and that condom purchase should not be a source of embarrassment.

Marketing the Arts—A Classification of U. K. Theatre Audiences

Abstract: This article presents empirical research findings on the make-up of U.K. theatre audiences. A representative sample was taken of theatre attendees in the Plymouth area of South Devon and cluster analysis applied in an attempt to identify distinct market segments. Three segments were identified, namely: nouveau sophisticats, blue mooners and ageing socialites. Each segment was found to have distinctly different motivations for attending a theatrical production and to be associated with different demographic and psychographic variables. The findings are interpreted in the light of the available literature and a number of recommendations are made in respect of how theatres could use this knowledge to improve the targeting of their promotional campaigns.

Use of psychographics in consumer market segmentation: The South African experience

Abstract: This study examines the understanding and use of psychographics as a segmentation technique by advertising practitioners and marketers in South Africa. A comprehensive literature review of psychographics is undertaken. In addition, a review of segmentation techniques used in South Africa is given. A sample of 53 advertising agencies and 54 marketing professionals were studied. The results show that there is a low level of understanding of psychographics as a segmentation technique by both groups. The findings also show that there is no significant difference between marketing professionals and advertising practitioners in their understanding and utilization of psychographics as a segmentation technique. Although psychographics is used somewhat incorrectly by some marketers and advertising agencies, it is however normally used with other segmentation techniques, thus minimizing any mistakes that could result in incorrect targeting of markets.

O perfil dos usuários de caixa-automáticos em agências bancárias na cidade de Curitiba

Abstract: The main purpose of this research is to identify the profile of Automated Teller Machine users, from the degree of utilization of the principal available operations in this equipment. The research focused on ATMs installed in the self-service areas of Banco do Estado do Parana (Banestado), Banco do Brasil, Bradesco and Bamerindus, located in Curitiba - Brazil. The research also consisted of 296 questionnaires which were applied in the self-service environment of the above mentioned banks, from September 19 to October 4, 1996, during business hours. To build such profile, a reference key was utilized in order to rate high, medium and low users, a tool that proved to be consonant in the generation of scores. Also analyzed were the issues concerning ATM operations in comparison with services performed by a clerk, the influence from the bank and from other people in the decision to use an ATM, taxes and fees, advertising, the instructions for use given by clerks, and the client's perception of the environment in which the equipment is located. While forging this profile, that includes demographic and psychographic variables, it was possible to identify that the high users belong to higher social classes, they are 26 to 45 years of age, they read national newspapers; sports, automotive and current affairs magazines; they watch cable TV and own or use personal computers, fax machines, cellular phones, and they access the Internet. The results show that ATMs represent a tangible benefit to clients, for they are faster, easy to use and they carry the client's required privacy and reliability, being essential at the choice of a bank by the client. The perception regarding the influence from advertising refers to that which is broadcast on television and in the environment of the ATMs. Although clients have indicated their own initiative towards the use of the equipment, the necessity of an instructing clerk to help with the operations was explicit, chiefly with less common operations, such as ATM transferals and deposits.

Saturn Buyers: Are They Different?

Abstract: Automobile retailing in the United States is undergoing significant changes. In fact, the changes have been described as a revolution. This study focuses on one aspect of the automobile retailing revolution: the one-price/no-haggle concept. Implicit in the adoption of one-price pricing is the notion that consumers who purchase from one-price dealers are different than those who buy from traditional dealers where price negotiation is the standard practice. In this study Saturn automobile buyers, who are an easily identified group of one-price buyers, are compared to buyers of other new brands of automobiles to determine if there are demographic and psychographic differences between the buyers.