Showing papers on "Psychographic published in 2004"

Promoting brand benefits: the role of consumer psychographics and lifestyle

Abstract: Because consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits. The present study adapts a scale for measuring benefits that drive consumer preferences for craft beer. As part of this process, five dimensions of utility are identified, such as functional, value for money, social, positive and negative emotional benefit. In order to support decisions on market segmentation and brand positioning, those dimensions of benefit are profiled against consumer brand preferences, lifestyle segments, demographic and behavioral variables. Based on the results, guidelines for communication strategies are offered that address the benefits sought by specific segments more holistically.

Wine tourists in South Africa: a demographic and psychographic study.

Abstract: The aim of the study was to develop a demographic and psychographic profile of wine tourists in South Africa. Personal interviews were conducted using a structured questionnaire involving 165 wine tourists selected through a systematic random sampling technique. The demographic variables such as type of tourist, age, main income categories, marital status, education levels and gender versus visitation rates of wine tourists were determined. The psychographic factors such as the accommodation preference of wine tourists, mode of transport, the number of wine farms visited, sources of information, general wine route habits, areas for improvement and key aspects of the wine tourism destination were assessed.

The impact of environmental certification on preferences for wood furniture: A conjoint analysis approach

Abstract: The objectives of this exploratory study were to: 1) determine the relative importance of five wood CD rack product attributes; and 2) identify demographic and psychographic variables associated with the respondents who rated environmental certification as the most important attribute in forming their product preferences. To meet these objectives, we surveyed a convenience sample of 265 Oregon State University undergraduate students enrolled in an international business class during the 2001/2002 academic year. The results indicate that respondents viewed environmental certification as a favorable product attribute. However, for the typical respondent, the importance of other product attributes outweighed that of environmental certification. Despite environmental certification's limited importance for the typical respondent, it was the most important attribute for 20.8 percent of the respondents. Backwards-stepwise binary logistic regression was used to identify four variables useful for predicting which respondents would place the highest importance on the attribute environmental certification. A key finding was that willingness to pay more for certified forest products (CFPs) was highest among those who placed the greatest importance on environmental certification. Although our sample was not representative of the general population, these results provide insight about possible marketing implications. First, since environmental certification was a relatively unimportant purchase decision criterion for the average respondent, CFPs marketed in mainstream distribution channels, e.g., big-box retailers, are not likely to realize price premiums. However, since willingness to pay was greatest among those who placed the highest importance on environmental certification, CFP price premiums may be possible through market segmentation.

A New Paradigm for Practical Application of Behavioral Finance: Creating Investment Programs Based on Personality Type and Gender to Produce Better Investment Outcomes

Abstract: The authors believe that the next phase in the practical application of behavioral finance is to correlate established investor biases with the psychographic and gender profiles of specific investors. They ask, “Are certain personality types or genders susceptible to biases identified in the behavioral finance literature? If so, can this information be helpful to investors and advisors?” Their study examines the responses of 100 investors given a detailed Myers-Briggs Type Indicator® personality test and a questionnaire designed to reveal investor biases. They find that personality types and genders are differentially susceptible to numerous investor biases; accordingly, they introduce a new paradigm of practical application of behavioral finance that leverages their findings.

Engaging in complaint behaviour: An Indonesian perspective

Abstract: This paper investigates the various factors affecting consumer complaint behaviour in Indonesia. The main objective is to determine the various demographic variables and to profile complainers and non‐complainers with regard to psychographic variables, attitudes towards businesses in general, product attributes and attribution of blame. It provides a comprehensive comparison with the other studies in the literature which were mainly conducted in Northern America and Europe. The research suggests that complainers in Indonesia had a higher level of income and education. Complainers tended to exhibit greater self‐confidence and individualistic characters. They were more willing to take risk and had a positive attitude toward complaining. Consumers were more likely to complain when the unsatisfactory product was expensive, and used frequently and over a long time. In addition, complainers were more inclined to make a complaint when they blamed sellers and manufacturers for their bad purchase experiences. It was also noted that both complainers and non‐complainers possessed poor attitudes towards businesses in general. Managerial implications are discussed.

Modeling Psychographic Profiles: A Study of the U.S. and Australian Student Travel Market

Abstract: The primary purpose of this article is to use a multiple group comparison in covariance structure to test the equivalence of a psychographic model of the student travel market across the two markets: the Australian and U.S. Path modeling is used to achieve this objective. The relationships between major psychographic factors such as cultural values, personality, travel motivation, preferences for activities and lifestyle are examined. A self-administered personally handed questionnaire received responses from 528 U.S. and 424 Australian undergraduate students. Several models are investigated to compare the regression coefficients across the two student groups to test the significance of differences. Significant differences were found in eight out of nine hypothesized paths. Thus, despite the model being conceptually equivalent for the two student groups, the strengths of relationships among the variables are different. The article concludes with a discussion of the research and marketing implications of t...

National Cultures, Values and Lifestyles Influencing Consumers' Perception towards Sexual Imagery in Alcohol Advertising: An Exploratory Study in the UK, Germany and Italy

Abstract: This exploratory study examines consumers' perception towards sexual imagery in alcohol advertising across national cultures and among men and women with different demographic and psychographic make-up in those cultures This study addresses a very important gap found in the literature, namely the influence of consumers' psychographic characteristics as values and lifestyles on their overall perception towards sexual imagery in advertising The study was conducted among consumers aged between 18 and 35 in the United Kingdom, Germany and Italy Results indicate that Italians overall have higher acceptance levels towards sexual imagery portrayed in advertisements as compared to German and British consumers Furthermore, varying levels of sexual imagery are much more appealing to men than women in all three countries Consumers' values and lifestyles also played an important role in their overall perception Moral values in particular are an indicator of acceptance levels of sexual content

Describing Volunteerism: The Theory of Unified Responsibility

Abstract: In recent years, nonprofit organizations have faced an increasing challenge in recruiting volunteers. Building on the theory of unified responsibility, this article argues that a sense of responsibility emanates across the personal and social domains of individuals who volunteer. Drawing a psychographic profile of the volunteer, this study explores the role of exercising, smoking, consumerism, and environmental consciousness. Strategic applications for recruiting volunteers are suggested based on the formative research presented.

Leisure travel : a marketing handbook

Abstract: I. PERSPECTIVES ON LEISURE TRAVEL. 1. A Personal View of the Travel Industry. 2. An Industry That Changed the World. II. THE PSYCHOGRAPHICS OF TRAVEL. 3. Why Destinations Rise and Fall in Popularity. 4. The Psychographics of Travel Segments. 5. The Demographics of Travel. 6. Why Destinations Decline in Popularity and Nobody Ever Does Anything About It. III. MARKETING LEISURE TRAVEL. 7. Some Overlooked Elements of Good Promotional Strategies. 8. The Importance of Positioning and Branding. 9. Using Psychographics for Effective Marketing. 10. Repositioning Destinations for Maximum Growth. 11. Positioning Travel Suppliers-A Case Example: The Airlines. IV. BUILDING A FUTURE FOR LEISURE TRAVEL. 12. A Delicate Balance for the Future of Travel. 13. Leisure Travel-Now More Important Than Ever. 14. Ensuring a Future for Leisure Travel.

A Typology of Tourists from a Different Angle

Abstract: Over the years, academics have attempted to develop typologies that distinguish between various types of tourists. There is, however, general consensus that these taxonomies suffer from several weaknesses. In particular, they are based on a priori theoretical assumptions that rely on just one or very few dimensions, such as numbers of tourists. In remedying these shortfalls, the current paper proposes a new typology of tourists grounded in a two-fold empirical research that contrasts two opposite types of tourists, namely, solitary travellers and group tourists. Two separate qualitative pieces of fieldwork were carried out in order to obtain the necessary data from solitary travellers and group tourists in Norway. The comparison, based on psychographic variables (travel philosophy, travel motive and personal values), suggests that tourist experiences vary along a continuum of individualistic/collectivistic orientation. The solitary traveller represents an individualistic-oriented person whereas t...

What Moves Which Volunteers to Donate Their Time? An Investigation of Psychographic Heterogeneity Among Volunteers in Australia

Abstract: Six psychographic segments of volunteers in Australia are constructed on the basis of their volunteeringmotivations. The resulting segments include “classic volunteers”, whose motivations are three-fold: doingsomething worthwhile, personal satisfaction, and helping others. “Dedicated volunteers” perceive each one ofthe motives for volunteering as relevant, while “personally involved volunteers” donate time because ofsomeone they know in the organization, most likely their child. “Volunteers for personal satisfaction” and“altruists” primarily wish to help others, and finally,” niche volunteers” typically have fewer and more specificdrivers motivating them to donate time, for example, to gain work experience. The segments are externallyvalidated and demonstrate significantly different socio-demographic profiles. Consequently, it seems thatmotivation-based data-driven market segmentation represents a useful way of gaining insight intoheterogeneity amongst volunteers. Such insight can be used by volunteering organizations to more effectivelytarget segments with customized messages.

Can consumers be predicted or are they unmanageable

Abstract: This paper examines how well theories of consumer behaviour allow prediction of the consumption of tourism and hospitality products and services. Given the changing demographic and psychographic profile of consumers in the UK, it is proposed that a multitude of theoretical paradigms may be necessary to explain different aspects of consumer behaviour in different contexts. Post‐modern concepts of hyper‐reality and simulation have particular but limited application to understanding of the hospitality or tourism consumer. It is concluded that ideas derived from relationship marketing offer the most potential for producers of hospitality and tourism products and services. These include continuous re‐invention of the product, and the development of lasting and trusting relationships between supplier and consumer. Technological innovations can support relationship building.

Factors influencing online purchase intention: the case of health food consumers in Thailand

Abstract: The advent of the Internet, accompanied by the growth of related technologies, has created a significant impact on the lives of people around the globe. For marketers, one of the most significant impacts has been the emergence of virtual stores that sell products and services online. Consumers can now purchase goods and services virtually anywhere, 24 hours a day, 7 days a week, without geographical and temporal boundaries. While many marketers acknowledge the importance of using the Internet in their marketing mixes, little research has empirically tested the critical factors that influence an individual's decision when buying products or services online. Based on the gaps found in the literature, this study was designed to investigate factors that encourage and discourage purchase intention of consumers when buying health foods online in Thailand. The study also examined the relative importance of such factors. Thus, the research problem investigated in this thesis is: What are the important factors influencing consumer's online purchase intention of health foods in Thailand? The specific objectives of this research were not only to identify and explore the relative importance of factors, but also to develop a model to investigate the factors influencing purchase intention of consumers when buying health foods online in Thailand. This research was designed in three stages covering both exploratory and explanatory research. The exploratory stage covering stage one and two, started by reviewing the existing literature relating to behaviors and attitudes when consumers buy products online. The Technology Acceptance Model (TAM) developed by Davis (1989) was selected as a theoretical framework to build a conceptual model for this study. In addition to the two original constructs in the TAM model, namely, perceived usefulness (POU) and perceived ease of use (EOU), the literature review suggested three additional constructs. These were perceived risk (PR), customer experience (CE), and product and company attributes (PCA). Four focus groups were conducted in stage two to gain consumer insights in order to understand, refine and develop the final model and hypotheses to be confirmed and tested in the explanatory research. Finally, the modified TAM model and eleven hypotheses were proposed to explain and test the behavioral intention of health food consumers when buying health foods online in Thailand. In the explanatory stage, which forms the major portion of this research, an online survey was conducted with responses from 786 consumers taken from the Cerebos customer database. All respondents had used both health foods and the Internet during the past 12 months. Exploratory factor analysis (EFA) was used to explore and test the suitability of data collected from the survey. Structural equation modeling (SEM) was chosen to confirm the measurement model in this study because it offered a mechanism to validate the relationships between constructs and indicators by using confirmatory factor analysis (CFA) and tested the relationships among constructs by using path analysis. All five constructs in the model exhibited high levels of reliability, validity and produced the final measurement and structural models. Nine out of eleven hypotheses were accepted and two were rejected. In addition, six propositions were also found in this study. Similar to prior research, the results in this study indicated that perceived usefulness (POU) was a powerful determinant and the strongest predictor of behavioral intention. It was the only construct that showed a significant positive and direct effect on purchase intention with no indirect effect involvement. Customer experience (CE) was the second most important factor in this study. The customer experience itself, did not have any direct effect on purchase intention but demonstrated a significant positive and indirect effect on purchase intention. Perceived risk (PR) was the third most important factor in this study. Similar to customer experience, perceived risk did not have any direct effect but it demonstrated a significant negative and indirect effect on purchase intention. Perceived ease of use (EOU) and product and company attributes (PCA) were found to have little effect on behavioral intention in this study. Similarly to previous studies, the two original constructs in the TAM model, perceived usefulness (POU) and perceived ease of use (EOU), were found to be mediating factors of other constructs in influencing purchase intention (PI), in this study. In summary, forty effective measurement items were identified and confirmed to be associated with fourteen factors under these five constructs in the structural model. Variety of choices was the most effective item of measurement for perceived usefulness (POU), while modern personality, product assurance, trusted company and simple order procedure were found to be the most effective measurement items for customer experience (CE), perceived risk (PR), product and company attributes (PCA), and perceived ease of use (EOU), respectively. All of these factors demonstrated statistically significant high factor loadings on the relevant constructs. The findings from this research provide useful information for corporate management, and marketers in prioritizing and allocating their resources in terms of manpower, investment, marketing effort, and time to improve the impact of these constructs, all of which will ultimately enhance the possibility of consumers buying health foods online. Results from this study are beneficial to Web developers in designing attractive and effective Web sites or homepages to draw consumer's attention when buying products online. Cost of using the Internet should be reduced to make it more competitive and affordable to wider population. In addition, these findings are also useful to the Thai government in designing and drafting an Internet policy to enhance the scope and development of e-commerce and online business in Thailand. This dissertation concluded by identifying opportunities for future research. These were addressing the delimitations of scope, further testing and validation of the measurement scales, measurement of actual buying behavior, adding demographic and psychographics variables into the model, conducting longitudinal observation, and last but not least, the application of the modified TAM model to other consumer products in the Thai context.

Monetizing time-sensitive content on network-connected media

Abstract: Distribution and monetization of classified advertising, classifieds on network-connected media, online classifieds, any advertising on electronic displays such as advertising via electronic bill boards, (collectively “eclassifieds”) using techniques for more timely and wider exposure of time-sensitive content on online networks. Such techniques include using XML feeds and are based on the type of search engine involved, the geo-location of the web-surfer, the demographic and psychographic profile of the web surfer, and bandwidth requirements of the web-surfer.

Exploring the relationships among psychographic factors in the female and male youth travel market.

Abstract: This article explores the differences in the relationships among cultural values, personality, travel motivation, vacation activities, and lifestyle in the female and male youth travel markets. A path model is developed separately for the US female and male market. The equivalence of the model across the two markets is determined. The significant differences in the relationships between factors across the two groups are explored. The results suggest the same model holds in the two samples and both models had acceptable fit measures. However, there are significant differences in the strengths of the relationships between the factors. These findings suggest that gender-specific issues cannot be ignored in developing and planning tourism and marketing programs. The implications of the study for academics and practitioners are discussed.

Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment: Empirical analysis in reference to Mexico

Abstract: The brand equity is built around brand personality as one of the core dimensions. The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. This paper attempts to explore the mechanism that builds brand personality through media communication like advertising and word of mouth. The discussions in the paper integrate advertising variability concepts with brand personality and present viable propositions as managerial implication for building the brand personality considering the variables of marketing communication. The hypotheses set within the integrated framework lead to the construct of advertising model cohesive to the brand personality measures. In building this framework analysis of the concepts of brand equity and advertising, communication, personality and loyalty have been critically examined and tested on the basis of two separate studies conducted in Mexico.

Analysing three basic decisions of tourists: going away, going abroad and going on tour *

Abstract: This study analyses determinant factors in the taking of three basic decisions on the part of holidaymakers: going on holiday, foreign holidays and multi-destination holidays. We propose various research hypotheses relating to the impact on these decisions of various personal characteristics. The methodology used estimates various Binomial Logit models. The empirical application carried out in Spain on a sample of 3,781 individuals allows us to conclude that personal characteristics related to the chosen destination, personal restrictions and socio-demographic and psychographic characteristics are determinants of these decisions.

Comparing Visitor Profiles at Heritage Tourism Destinations in Eastern North Carolina

Abstract: Since the development of marketing thought during the post-World War II years, great strides have been made in developing more sophisticated methods for profiling consumers of hospitality and tourism goods and services. The purpose of this study was to develop a profile of visitors that was based on lifestyle and activity level preferences and personal values. These psychographic measures were then compared to relevant demographic data provided by study participants. Study findings showed that the visitors' demographic characteristics were extremely homogeneous, especially their level of educational attainment. Respondents were also very homogeneous with regard to their lifestyle and activity level preferences and their personal values systems. In addition, the study identified the presence of interaction between respondents' lifestyle preferences and personal values according to their gender. The study findings are relevant to marketing researchers and practitioners who are seeking avenues to en...

The impact of selected socio-demographic, travel-related and psychographic variables on travel expenditures

Abstract: Several researchers have attempted to understand the tourism expenditure patterns from the traveler’s perspective (Cai, Hong, and Morrision, 1995; Dardis, et al., 1981; Prais and Houthakker,1971; Sheldon and Mak , 1987; Jang, et al.,2003). However, an examination of the previous studies indicates that only limited understanding of the traveler’s expenditure patterns has been provided either because of only anecdotal evidence in the studies, or because of their failure to examine the impacts of the factors affecting expenditure patterns. This study examined the effects of socio-demographic, travel-related, and psychographic variables on travel expenditures. The expenditure patterns included lodging, meals and restaurants, attractions and festivals, entertainment, shopping, transportation, and total expenditures. From a theoretical perspective, this study contributes to the body of literature in relation to travel expenditure by examining the variables under each of the three constructs identified in predicting travel expenditures. The results of the study provide a more comprehensive and holistic picture in the search of travel expenditures based on multiple independent variables. This study found that travel-related variables (i.e. number of adult(s) and length of stay) were the most influential variables affecting tourism expenditures per person per day. From a practical standpoint, this study sheds light by providing information about how the traveler’s characteristic effects travel expenditure patterns and destination marketers may use this information to better segment their target market, allocate their marketing dollars more effectively, and tailor their products to compete for tourist’s dollars. Since consumer dollars and tourism organizations’ marketing budgets are limited, this study may provide information which

Demographic, Psychographic and Life-Style Characteristics of Foreign Tourists: An Exploratory Study of Kerala, India

Abstract: Tourism is one of the most rapidly developing industries in Kerala. This study analyses the demographic, psychographic and the life style characteristics of foreign tourists visiting Kerala with the help of a primary survey. The study shows that two different classes of tourists visit Kerala. The first group is primarily motivated by factors such as heritage and culture, monuments etc. and found to be poor spenders. The second group comes for fun and to use the beaches and they are the ones who spend more. The study also reveals that spending patterns of foreign tourists are influenced by the life-style characteristics such as duration of stay, budget, travel pattern, and accommodation preferred. The study also highlights the fact that among the psychographic profiles, tourists who are motivated to come to India for the heritage and culture of the country have a correlation in their spending patterns with tourists who come motivated for a mountain holiday.

Demographic and Psychographic Profile of Active and Passive Investors of KLSE: A Discriminant Analysis

Abstract: The study attempts to delineate the demographic and lifestyle characteristics of active and passive investors in Malaysia. The two groups are compared using eight demographic, five psychographic, and five activity dimensions. The results indicate that there were significant differences in terms of gender, age, occupation, monthly personal income and monthly household income between the two investor groups. In terms of psychographic dimensions, active investors were more risk takers or innovative than passive investors. When the activity dimensions of the two groups were examined, significant differences were also found. Active investors were found to be more knowledge-seekers, outdoor-lovers and outgoing/entertainment lovers when compared to passive investors. The application of discriminant analysis reveals that certain variables are relatively more important than others, in discriminating between active and passive investors. With regards to level of importance, personal monthly income ranks the highest, followed by occupation and outgoing/entertainment lover dimension of activity items. Some marketing implications were also discussed.

NPR Activists and Classical Monks: Differentiating Public Radio Formats

Abstract: Public radio is expanding its audience service and listener support by developing multiple, differentiated formats in major markets. With funding from a consortium of public radio stations and national organizations, we conducted focus groups in eight markets to better understand the minimal audience crossover between NPR news stations and classical music stations. We segmented listeners by their tuning behavior, psychographic needs, and the gratifications delivered by NPR news and classical music formats.

Heckit modelling of the two-stage tourist choice process: going on holiday and tourism

Abstract: The objective of this paper is to decompose the process of tourist choice into two stages: taking a holiday and tourism expenditures, using the Heckit model, which avoids the problems of the methodologies applied to date. We propose hypotheses on the effect on the above decisions of tourist characteristics relating to the destination, personal restrictions and socio-demographic and psychographic characteristics. The empirical application, which is carried out in Spain on a sample of 3,781 individuals, finds a two-stage tourist choice process as the expenditure decision is correlated with that of taking a holiday. In addition, these decisions are also explained by individual tourist characteristics.