Showing papers on "Psychographic published in 2002"
TL;DR: In the field of mass communication research, the concept of ''lifestyle'' has been prominently and fruitfully used as in marketing communication, where it has been shown that lifestyle has a strong influence on marketing communication as discussed by the authors.
Abstract: Nowhere in the field of mass communication research has the concept of `lifestyle' been so prominently and fruitfully used as in the field of marketing communication, where it has been shown that l...
231 citations
TL;DR: In this article, the authors describe a study profiling senior travelers according to their demographic and psychographic characteristics and six market segments were used to highlight the differences that exist in terms of holiday attractions, travel motivations, and information sources used among senior travelers when planning and choosing a holiday.
Abstract: Recently, the behavior of senior travelers has become an important area of interest because of its market size and potential for growth This study describes a study profiling senior travelers according to their demographic and psychographic characteristics Six market segments were used to highlight the differences that exist in terms of holiday attractions, travel motivations, and information sources used among senior travelers when planning and choosing a holiday Seniors are shown not to be a uniform conservative market, which has implications for marketing and product development
214 citations
TL;DR: In this paper, a multi-segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information, including demographic and psychographic variables based on the differentiation of consumer brand preference.
Abstract: A multi‐segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic and psychographic variables based on the differentiation of consumer brand preference were used to elicit the characteristics of market segments. In a comparative evaluation, the multi‐combination variables of demographic segmentation exhibited market‐segmenting capabilities equivalent to those of psychographic segmentation. The purpose of this research is utilizing multiple segmentation variables to identify smaller, better‐defined target sub‐markets for enhancing business competitive advantages.
208 citations
TL;DR: In this article, the authors used data from the large annual American Traveler Survey to examine the predictive power of the venturesomeness concept versus household income, the demographic variable used by travel providers to target travel-prone households.
Abstract: More than 30 years ago, the author introduced a psychographic concept, based on a large nationwide study that described the travel patterns of different personality types. The polar dimension of allocentrism/psychocentrism, since relabeled venturesomeness, has been used to explain why destination areas rise and fall in popularity, target specific types of leisure travelers, and reposition a variety of travel products. This article uses data from the large annual American Traveler Survey to examine the predictive power of the venturesomeness concept versus household income, the demographic variable used by travel providers to target travel-prone households. Overall, venturesomeness shows a stronger relationship to travel characteristics than household income. Income correlates better with travel spending, but venturesomeness relates more strongly to total trips taken. More important, venturesomeness is a better predictor of the types of activities pursued on leisure trips. The correlation between ventureso...
187 citations
TL;DR: In this article, the authors examined the demographic and psycho-graphic characteristics of Internet shoppers, the present Internet users' habits and attitude and the attitude of those who have made actual purchases via Internet before.
187 citations
TL;DR: In this article, a mixed qualitative and survey-based approach was used to identify segmentation opportunities for football fans, including professional wanderers, carefree casuals, and repertoire fans.
Abstract: Academically constructed segments may often fail to be implemented by practitioners. There may be a number of reasons for this, but at the heart of the matter for practitioners must be an economic reward that outweighs the incremental costs of segmenting. Central to this issue is the ease with which different types of data can be collected and used. Experience from direct marketing practice suggests that segments based on customer value and customer benefits sought often lead to successful strategies. Accordingly, looks to utilise these variables to complement the traditional use of geo‐demographic and psychographic approaches. Examines the business of football. Using a mixed qualitative and survey based approach, an exploration of football supporters was undertaken with the objective of identifying segmentation opportunities. A number of new segments were identified, among them “professional wanderers”; “carefree casuals” and “repertoire fans”. Suggests directions for broader studies. Hopes that this work will better inform the marketing efforts of professional sports franchises and indeed all leisure sectors that rely on regular live audiences for their livelihood.
184 citations
TL;DR: Physicians and public health professionals should use tobacco-industry psychographic approaches to design more relevant tobacco-control interventions, and efforts to counter tobacco marketing campaigns should include people of all ages, particularly young adults, rather than concentrating on teens and young children.
Abstract: To improve tobacco-control efforts by applying tobacco-industry marketing research and strategies to clinical and public health smoking interventions, we analyzed previously secret tobacco-industry marketing documents. In contrast to public health, the tobacco industry divides markets and defines targets according to consumer attitudes, aspirations, activities, and lifestyles. Tobacco marketing targets smokers of all ages; young adults are particularly important. During the 1980s, cost affected increasing numbers of young and older smokers. During the 1990s, eroding social acceptability of smoking emerged as a major threat, largely from increasing awareness of the dangers of secondhand smoke among nonsmokers and smokers. Physicians and public health professionals should use tobacco-industry psychographic approaches to design more relevant tobacco-control interventions. Efforts to counter tobacco marketing campaigns should include people of all ages, particularly young adults, rather than concentrating on teens and young children. Many young smokers are cost sensitive. Tobacco-control messages emphasizing the dangers of secondhand smoke to smokers and nonsmokers undermine the social acceptability of smoking.
145 citations
TL;DR: In this paper, the authors proposed and tested a model of Internet shopping behavior and found that Internet buyers tend to be male, well educated, with a higher income and mainly in the age bracket between 21 and 30.
Abstract: This study proposes and tests a model of Internet shopping behavior. The model postulates that consumer Internet shopping behavior is affected by consumers' demographic, psychographic, attitudinal and experiential factors. Data from 400 respondents are analyzed. Findings of this study indicate a relationship between consumers who shop online and some of the variables included in the study. Internet buyers tend to be male, well educated, with a higher income and mainly in the age bracket between 21 and 30. They are also likely to have a high Internet usage rates and other non-Internet in-home shopping experience. In addition, they tend to be time conscious, self-confident and have a more positive attitude toward Internet shopping than non-buyers have.
106 citations
Journal Article•
88 citations
TL;DR: The authors developed a profile of visitors to nationally significant heritage tourism destinations in East Tennessee that was based on demographics and lifestyle and activity level preferences, and found that visitors at all destinations were extremely homogeneous with regard to their demographics and their lifestyle and preference preferences.
Abstract: Since the end of World War II, great progress has been made in developing methods for profiling consumers in many specialized businesses, including the tourism industry. The purpose of this study was to develop a profile of visitors to nationally significant heritage tourism destinations in East Tennessee that was based on demographics and lifestyle and activity level preferences. The psychographic measures were tested for reliability and then compared to and contrasted with the demographic data that were provided by study participants. Findings confirmed that visitors at all destinations were extremely homogeneous with regard to their demographics and their lifestyle and activity level preferences.
85 citations
Abstract: Using national survey data on the long-haul pleasure travel market in the UK, this study compared British travellers bound for Asian, North American and Oceanic destinations on three different psychographic dimensions. Significant differences were found among the three travel groups in trael philosophies, travel benefits sought and destination attribute preferences. In contrast, demographic and socio-economic variables were found to be ineffective in differentiating the British travellers. The research findings provided further empirical evidence of the valuable role that psychographic factors, such as attitudes and preferences, can play in understanding travel decision making. The results also indicated that destination areas should identify the benefits and attributes that are most highly valued by travellers from key countryof-origin target markets. Furthe, the study suggested that there was good reason for closer marketing alliances among individual countries within a region. Within each of the three ...
Journal Article•
TL;DR: In this article, a 10K road race participant involvement profile was used to identify distinct market segments using participants' involvement profiles and profile selected market segments based on their socio-demographic characteristics, self-reported behaviors, and participants perceptions of important service elements as well as evaluations of the organizing agency's performance in providing those service elements.
Abstract: Research using participant involvement profiles for market segmentation has illustrated the procedure’s utility both in terms of its managerial applicability as well as its legitimacy as a research tool for academic inquiry into consumer behavior. This study builds upon previous efforts that have noted how varying levels and types of involvement affect human behavior and attempts to classify participants of a 10K road race into homogenous segments based on their involvement profiles. The three objectives that guided this study were: (1) to construct profiles of participants based on their level and type of involvement; (2) to identify distinct market segments using participants’ involvement profiles; and (3) to profile selected market segments based on their socio-demographic characteristics, self-reported behaviors, and participants’ perceptions of important service elements as well as evaluations of the organizing agency’s performance in providing those service elements. Three distinct segments emerged from the analysis and were profiled using self-reported behavioral measures consisting of past participation in the event, annual participation in similar events, running magazine subscription, perceptions of important service attributes, and evaluations of agency performance in providing service attributes. The results demonstrate the complexity of the involvement construct by highlighting that in addition to varying across leisure activities, the type and level of involvement also varies across segments of participants. Future research examining involvement in this manner will enhance our understanding of the construct in addition to providing agencies with valuable marketing tools. While problems remain concerning the measurement of risk in the context of the leisure experience, these results suggest that distinct and meaningful target markets can still be identified through the use of involvement profiles. Further, target markets can be differentiated on the basis of self-reported behavioral characteristics, service preferences and service evaluations. Implications related to the pricing, promotion, programming, and distribution of the service are discussed. Segmentation using consumer involvement profiles provides managers with insights concerning their clients’ underlying motives for participation. Used in conjunction with traditional market categorizations (e.g., socio-demographic variables, psychographic variables, benefits derived from participation), managers of leisure services are then in a better position to improve service delivery and provide greater participant satisfaction.
TL;DR: This paper examined leisure travelers' interest in 11 tourism niche offerings and provided psychographic and demographic profiles of individuals interested in the various niches, including outdoor recreation, local fairs and festivals, art and cultural attractions, pioneer and frontier history sites, and cowboy and old West attractions.
Abstract: This study examined leisure travelers'interests in 11 tourism niche offerings and provided psychographic and demographic profiles of individuals interested in the various niches. Telephone interviews were conducted with 417 respondents in 12 U.S. states. The activities that received the highest interests were outdoor recreation, local fairs and festivals, art and cultural attractions, pioneer and frontier history sites, and cowboy and old West attractions. The results of discriminant analyses indicated that individuals cannot be successfully classified into groups of “enthusiasts,” “interested,” and “uninterested” for any of the tourism niches on the basis of psychographic characteristics. However, the results of MANOVAs revealed distinctive psychographic and demographic profiles of leisure travelers who were attracted to each of the tourism niches.
TL;DR: In this paper, the origins of lifestyle are more correctly reflected in Weber's approach to status and that it can be viewed more appropriately as the most relevant form of social stratification for a contemporary society.
Abstract: Although a link between lifestyles and social class has long been acknowledged, marketers have more closely identified lifestyles with psychographics and therefore with psychological segmentation. We propose that the origins of lifestyle are more correctly reflected in Weber’s approach to status and that it can be viewed more appropriately as the most relevant form of social stratification for a contemporary society. Evidence from an ongoing national study of consumer lifestyles is used to demonstrate how consumer lifestyle segmentation can be used to reflect structural inequalities within society. The ability of lifestyle measurements to evolve and adapt is illustrated. In this sense, lifestyle segmentation is found to be related to, but different from, class and the term psychographics is arguably redundant.
TL;DR: In this article, the authors investigate the use of interactive psychographics to develop cross-selling strategies, which is the process of identifying psychographic-based segments, profiling the segments, matching individuals to the resulting segments, and developing actionable relationship strategies that best match the psychological and purchasing needs of each customer.
Abstract: This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies. Interactive psychographics is the process of identifying psychographic-based segments, profiling the segments, matching individuals to the resulting segments, and developing actionable relationship strategies that best match the psychological and purchasing needs of each customer.
TL;DR: Results confirm that level of sensation seeking was positively associated with greater message exposure, and viewers reporting greater exposure were younger adolescents who indicated that they had poor family relations, promarijuana attitudes, and friends and family who used marijuana.
Abstract: Using data from a large-scale antimarijuana media campaign, this investigation examined the demographic and psychographic variables associated with exposure to public service announcements designed to target high sensation-seeking adolescents. The literature on sensation seeking indicates that adolescents high in this trait are at greater risk for substance abuse. Analyses assessed the predictive utility of various risk and protective factors, normative influences, demographic variables, and marijuana-related attitudes, intentions, and behaviors on campaign message exposure. Results confirm that level of sensation seeking was positively associated with greater message exposure. In addition, viewers reporting greater exposure were younger adolescents who indicated that they had poor family relations, promarijuana attitudes, and friends and family who used marijuana. Implications for designing future antimarijuana messages based on these findings are discussed.
TL;DR: In this article, an exploratory descriptive research examines consumer behavior for the Internet over time, focusing on Internet use by consumers at home in the initial phases of the introduction of this technology into US households.
Posted Content•
TL;DR: In this paper, the authors examine the marketing strategies of the Big 4 U.K. retail banks and examine in particular their reliance on a monolithic branding strategy, where most of their products and services are promoted under the parent brand name.
Abstract: Segmentation has long been regarded as the cornerstone of a successful marketing strategy [Buzzell (1978)] and acts as a substantive source of differentiation and competitive advantage. The alternative is an unfocused generic strategy not based on the specific needs and wants of a defined target group. For instance, in the car market companies such as Mercedes and Volvo clearly design, price, and brand their offerings to compete in very specific sectors of the market and to appeal to defined psychographic groups. However, in other markets manufacturers and service providers have been slower in implementing marketing strategies which focus on specific consumer segments and utilize a coherent branding strategy to do so. For example, in the U.K., companies operating in the financial services market are noted for deploying generic marketing strategies, particularly the Big 4 retail banks (HSBC, Barclays, NatWest, and LloydsTSB). This paper reviews the marketing strategies of the Big 4 U.K. retail banks and examines in particular their reliance on a monolithic branding strategy, where most of their products and services are promoted under the parent brand name. In particular, it seeks to examine whether such a strategy is still viable given the introduction of on-line banking and the increasing degree of competition that they face.
TL;DR: In this article, the role of psychographics in Internet use has been examined and Innovativeness, opinion leadership, consumerism, community involvement, and health consciousness were examined to construct a descriptive narrative of Internet use.
Abstract: Much attention has been paid to the demographic correlates of Internet use, which show that richer and more educated individuals are more likely to use the Internet than less educated and lower income individuals. As well, the Internet user is more likely to be male than female and is typically younger than the non-user. Fewer studies have been conducted about the role of psychographics in Internet use. Based on the attitudes, interests, and opinions of individuals, psychographic variables provide insights into the lifestyle clusters that encompass a certain behavior. Innovativeness, opinion leadership, consumerism, community involvement, and health consciousness are examined in this article to construct a descriptive narrative of Internet use. Innovativeness emerged as the strongest psychographic contributor to Internet use.
[...]
TL;DR: In this article, the authors investigate how single consumers differ from their married counterparts on a series of marketing-specific psychographic variables and propose propositions based on singles' endeavors to seek active lifestyles and to compensate for feelings of loneliness.
Abstract: This paper profiles the single consumer and investigates how single consumers differ from their married counterparts on a series of marketing-specific psychographic variables. Several propositions based on singles' endeavors to seek active lifestyles and to compensate for feelings of loneliness are proposed and tested. Differences between those who are single by choice and those who are single by circumstance are also investigated. Finally, advertising and marketing implications regarding singles are discussed.
01 Jan 2002
TL;DR: In this article, the authors present results of a research project that seeks to understand the use and impact of audience research in the New Zealand museum sector, focusing on the marketing implications of audience studies.
Abstract: Museum marketing has moved from denial to discovery. Not until the 1980s was marketing recognised as important to museums’ sustainability. This leads to the question of whether museums can afford not to see their audience in a marketing light. This paper presents results of a research project that seeks to understand the use and impact of audience research in the New Zealand museum sector. The analysis focuses on the marketing implications of audience studies. Many audience studies have been completed in museums but were possibly not used for marketing advantage. The contribution of this paper is a critical review of museum marketing research activities of five New Zealand museums. There are implications derived from this study. Namely, research often studies visitor and sometimes non-visitor profiles but should extend further beyond demographic information towards psychographic and attitudinal measures. Second, marketing research should include an ongoing reassessment of the effectiveness of marketing instruments in use to allow a continuous improvement of marketing strategies and the marketing mix. Finally, the underlying dimensions of audience studies suggest that they are of great value for policy and marketing analysis and therefore can help museum sustainability in fulfilling their cultural mandate.
TL;DR: In this paper, the authors investigated disparate customer segments in the grey sector and found that different psychographic categories had different personality based characteristics that need to be tapped into in order to better capture attention and interest.
Abstract: Purchasing decisions for “aids to daily living” (ADL) by the disabled and elderly tend to be commodity based to which value cannot be added through sales propositions. This paper reports research that investigated disparate customer segments in the “grey” sector. Quantitative research suggested that in order to develop market potential, different consumers need to be targeted and communicated to in different ways. Different psychographic categories had different personality based characteristics that need to be tapped into in order to better capture attention and interest. The traditional view of older people needing a rehabilitation product as being “desperate” needs to be changed through the use of promotional messages concentrating more upon humour and wit.
01 Jan 2002
TL;DR: The identification of four tourist personality sub-types (guided, groupie, explorer and adventurer) has created an avenue of empirical research to determine whether knowing a sub-type will allow prediction of certain aspects of tourist behaviours.
Abstract: The identification of four tourist personality sub-types (guided, groupie, explorer and adventurer) has created an avenue of empirical research to determine whether knowing a sub-type will allow prediction of certain aspects of tourist behaviours. Two hundred and thirty one overseas and interstate tourists were surveyed and data was collected on their psychographic profile (using the Jackson Personality Inventory), travel behaviours and person details. Data analysis revealed significant relationships between psychographic personality dimensions and booking arrangements, presence of co-travelers, tourist age and similarity of tourist-host cultural backgrounds. Discussion centred on limitations of the sampling procedures, implications of significant findings for the tourist industry and future research directions involving complex multivariate data collection and analysis.
Journal Article•
TL;DR: In this article, the ESOMAR Social Grade segmentation scale was developed to improve comparability of sociodemographic data across countries, and the Living Standard Measure (LSM) scale was used for consumer market segmentation in South Africa.
Abstract: Segmentation is the division of the population into identifiable categories, each of which may have its own special requirements and habits. In general, demographic, geographic, psychographic and behavioural segmentation can be distinguished. In Europe, the ESOMAR Social Grade segmentation scale was developed to improve comparability of sociodemographic data across countries. Consumer market segmentation in South Africa, a country with 44.7 million people in 2000, is done by a Living Standard Measure (LSM) scale. Twenty variables (each carrying a different weight, some positive, some negative) are used for the classification of households into eight different LSM groups. The New SAARF Universal LSM, which came into operation in 2000, shows that 47.3% of the households in Gauteng fall into LSM group 8 and 44.2% into LSM group 7. The demographic profile, level of education, household and earners' income, unemployment rate and expenditure pattern by LSM group provide a clear indication of the requirements and habits of groups of people in order to determine a target market. Marketing managers can use the information to identify the characteristics of the people who are/will become their main clients to enable them to develop a marketing mix strategy in their best interest.