Showing papers on "Psychographic published in 2001"

Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions:

Abstract: The objective of this article is to determine whether national brand promotions and store brands attract the same value-conscious consumers, which would aggravate channel conflict between manufacturers and retailers. The authors identify psychographic and demographic traits that potentially drive usage of store brands and national brand promotions. They then develop a framework and structural equation model to study the association of these traits with store brand and national brand promotion usage. The authors find that though demographics do not influence these behaviors directly, they have significant associations with psychographic characteristics and therefore are useful for market targeting. Most important, usage of store brands and usage of promotions, particularly out-of-store promotions, are associated with different psychographics. Store brand use correlates mainly with traits related to economic benefits and costs, whereas the use of out-of-store promotions is associated mainly with tr...

A Psychographic Analysis of Generation Y College Students

Abstract: Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that gender and a variety of personality traits such as introversion/extroversion affect both the perceived value of advertising as an information source and the relevance of depictions in the media. Depictions in movies and television were rated significantly better than depictions in advertising. Implications are drawn for both media planners and marketing strategists trying to communicate with this elusive group.

Method and system for determining personal characteristics of an individaul or group and using same to provide personalized advice or services

Abstract: Method and system for determining personal characteristics of an individual or group and using same to provide personalized advice or services. The system dynamically incorporates several personality dimensions, life style, quality of life, cultural context, demographics, and psychographics, as requested by the test administrator or individual user, and controls and standardizes the testing protocol, and retains test data in such a way that individuals and non-professional users can reliably self administer the tests, save their test results in a system database, and use the results to obtain personality-based advice, content, and people-matching services from a system proprietor.

Emerging Market Segments in a Transitional Economy: A Study of Urban Consumers in China

Abstract: How to integrate the emerging consumer segments in transitional economies into multinational corporations’ global marketing strategies presents a significant challenge. An analysis of China’s urban consumers based on a 1997 national survey reveals several market segments that are distinctive in their demographics, psychographics, lifestyles, media usage, and consumption patterns. The findings suggest that multinational corporations need to adapt to the local market conditions in China and other transitional economies.

Prediction of Senior Travelers’ Motorcoach Use from Demographic, Psychological, and Psychographic Characteristics

Abstract: Senior travelers (those 55 or older) are a substantial and accessible market for motorcoach operators because they represent a major portion of the motorcoach market. This study examined Pennsylvania senior travelers’ motorcoach use and their important considerations in selecting a motorcoach tour. It was found that senior travelers’ taking motorcoach tours could be predicted from their demographic, psychological, and psychographic characteristics. The study provides practical implications that could be helpful for tourist destinations and motorcoach companies to target senior travelers and to build a sound marketing planning strategy.

E-Surveying for Tourism Research: Legitimate Tool or a Researcher’s Fantasy?

Abstract: Tourism researchers continually seek to improve their primary data collection methods. With the spread of Internet and e-mail technologies, various researchers have begun to explore the potential and efficacy of electronic data collection. This article reports on a study that compared respondent data from two data sets based on the same survey instrument: the first, collected via a traditional mall-intercept-type data collection exercise and the second, an “e-sample” collected from random e-mail addresses. Analysis of the responses found similar travel psychographic characteristics but significant differences in demographics and travel patterns. The article concludes that while there seems to be legitimate potential for tourism research “e-surveying,” current logistical problems and issues of sample bias remain serious stumbling blocks precluding widespread use of the method.

The mystery of consumer behaviour: market segmentation and shoppers’ choices of shopping centres

Abstract: Shopping centers represent a substantial slice of the UK economy and have rightly attracted considerable research. Despite interest from academics and practitioners, little research attention has been paid to the market segmentation of shoppers. Proactive marketing management is a feature of only a minority of UK shopping centers. The marketing communications of most would appear to be aimed mainly at a homogenised consumer population, rather than attempting to target specific groups. This paper is based on an empirical investigation of six UK shopping centers, ranging in size from a small in-town sub-regional center to a large out-of-town regional center, the total number of respondents being 287. Earlier studies by the authors have described the ‘attractiveness’ and ‘distance’ aspects of shopping center choice. Here, they explore the differences in behaviour between shoppers and draw attention to differences between exemplar segments as to which attributes are critical in shopping center choice. The authors’ post hoc shopper classification based on a psychographic analysis is central to the findings. Two groups identified, ‘service’ vs. ‘shops’ importance motivation, were more effective than conventional a priori segmentation bases in modelling spending behaviour. Implications are drawn for center managements and researchers. The paper concludes with a suggestion for a greater degree of data sharing between shopping center owners and retail tenants. Introduction Despite attention given to shopping motivation, there has been little previous research into the differences in responses to shopping center marketing mixes from different segments of shoppers. This is surprising as ‘pro-active marketing’ has been demonstrated to be central to shopping center success (e.g. Capital Shopping Centers, 1996; Mintel, 1997). This paper explores the potential to apply market segmentation to shopping centers and to draw attention to the benefits sharing customer preferences data between shopping center owners and their tenant retailers. The empirical work concerns case studies of six UK shopping centers, listed in Table 1.

Agency-client chemistry: demographic and psychographic influences

Abstract: During the 1990s there was a significant decline in the length of agency-client partnerships. Effective communication and interpersonal rapport are crucial in the maintenance of successful buyer-seller relationships and this study examines whether these factors influenced the decline. The extent to which an individual might possess these and other traits may be a factor of his or her personality. Client and agency personnel are compared in an attempt to explore possible benefits obtainable from a deeper understanding of each other's personalities. Results indicate that respondents differ significantly, depending on whether they are agency or client personnel, as well as on certain demographic factors such as educational background and gender. Psychographics, it would appear, act as a second-order construct. In other words, demographic compatibility is a necessary pre-condition for psychographic compatibility. Conclusions are drawn, limitations noted and directions for further research outlined.

Internet-audiotext electronic advertising system with psychographic profiling and 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.

Developing a tourist personality typology

Abstract: There have been few studies in tourism, which have attempted to determine if personality factors predict tourist behaviour. This is surprising given the industry's need to develop and market person specific products to the broad population. After reviewing the limited literature in the area, this research paper reports on the development of four personality typologies, which are purported to predict tourist destination preferences. These typologies are conceptualised within the psychographic dimensions of extraversion and allocentricism. The relationship between these two dimensions is hypothesised to be both independent and interdependent. The paper concludes with implications for future tourism research in the area of tourist personality test development and assessment.

A new psychographic segmentation method using Jungian MBTI variables in the tourism industry.

Abstract: The aim of this article is to identify and discuss the personality methods of tourism segmentation. The existing theories focus on the individual personality traits. They attempt to generalize and predict tourism behavior on the basis of a small number of salient characteristics. The individual parts of the tourist’s personality are assumed to be robust enough despite the lack of understanding the general/ overall personality type that denotes a different context for each consumer. This research examines the nature of what might be the overall personality type/nature and how this overall picture can be used to subidentify individual characteristics much more coherently. It broadly uses the general concepts of the Jungian Personality types and the MBTI inventory. It reports the findings of the empirical survey with a representative sample of 760 traveling consumers flying to a wide range of popular short- and long-haul holiday destinations. The findings support the hypothesis that there are four distinct personality groups with different preferences that can be used for segmentation purposes. The study attempts to establish the overall context of what is the consumer’s orientation towards life, in order to interpret systematically and more consistendy the individual differences in behavior. The emerging theory attempts to interpret the variations of consumer’s preferences in a more holistic way. The emerging general personality types should be further investigated in order to identify behavioral patterns for each market segment with the inclusion of all the geodemographic and psychographic characteristics.

Consumers' Brand Choice of Pharmaceutical Products During Economic Depression: An Empirical Investigation

Abstract: To compete effectively in economically depressed foreign markets with “local brands,” which are branded generic products from local manufacturers, multinational pharmaceutical manufacturers of original, international/global brands need information regarding the distinguishing characteristics of original brand users as well as local brand users. They also need information regarding factors affecting each group of customers' intention to continue to use the brand. This study investigates the distinguishing profiles of original brand users and local brand users as well as factors affecting these two groups' intentions to continue to use their brands. Findings show that original brand users and local brand users were different in both demographic and psychographic characteristics. Findings also show that the groups' intentions to continue to use their brands were affected by the same set of factors, but in different ways. Managerial implications, limitations, and future research directions are also di...

The Relationship Between Lifestyles and Sources of Customer Value: An Empirical Study of the Life Insurance Industry in Singapore

Abstract: This research examined the impacts of demographics and psychographics on sources from which customers derived perceived value in the life insurance industry. Factor analysis and K-means clustering method were used to develop psychographic segments. A major conclusion was that demographic and psychographic characteristics were found to have significant influence on sources from which customers derived value. The results revealed that some sources of customer value such as “relational quality,” “price” and “corporate image” were differentiated significantly across psychographic segments. While “service” and “product” qualities were not significantly affected by psychographics, service quality was found to be the core factor to all customers. The study also echoed extant findings that combining demographics and psychographics would provide marketers with richer insights.

Key factors in determining a dental practice site.

Abstract: There is no single "right" place to place a dental practice. Personal preferences, family, friends, church, and recreation all have a hand in determining a dentist's likelihood of happiness with a particular location. Still, the science of demographics and psychographics (who people are and what they do) can provide a dentist with necessary insights into knowing the potential of a location. This article discusses important demographic and psychographic information that should be considered when determining a dental practice site.