Showing papers on "Psychographic published in 2005"

Travel Anxiety and Intentions to Travel Internationally: Implications of Travel Risk Perception:

Abstract: This article investigates the impact of cultural and psychographic factors on perceptions of travel risk, anxiety, and intentions to travel internationally. The study involved 246 Australian and 336 foreign respondents who were surveyed as to their cultural orientation, personality, lifestyle, travel motivation, risk and safety perception, anxiety, and intentions to travel. The results of a path analysis showed that the travel risk perception was a function of cultural orientation and psychographic factors in both samples, and anxiety was a function of type of perceived risk. The terrorism and sociocultural risk emerged as the most significant predictors of travel anxiety. Intentions to travel internationally were determined by travel anxiety levels and level of perceived safety. Implications for future research and marketing practices are discussed.

System and methods for a micropayment-enabled marketplace with permission-based, self-service, precision-targeted delivery of advertising, entertainment and informational content and relationship marketing to anonymous internet users

Abstract: A method of enabling anonymous Internet users to publish and manage extensive, non-identifying personal data, including demographic, psychographic, needs, wants, interests, propensities, means to purchase, credibility and other data which in turn, enables a marketplace wherein such users, advertisers, websites, and other third-parties can mutually benefit from the commercial exploitation of such data Advertisers can directly use the data to segregate the users into highly differentiated anonymous audiences for the purposes of targeting them with individualized marketing campaigns and then monitor user responses in near real-time Websites can individualize their content to the profiles of visiting users Users can share surface and deep web links with other users having similar profiles Consumers participating in good faith are proportionately rewarded via revenue sharing, which they may withdraw from the marketplace or use to purchase and rent digital content offered in the marketplace's micropayment-enabled storefronts by other users and third-party content providers

Recycling Behavior: A Multidimensional Approach.

Abstract: This work centers on the study of consumer recycling roles to examine the sociodemographic and psychographic profile of the distribution of recycling tasks and roles within the household. With this aim in mind, an empirical work was carried out, the results of which suggest that recycling behavior is multidimensional and comprises the undertaking of different roles with different sociodemographic and psychographic causal characteristics. The practical implications of these results can be applied in the implementation of segmentation policies that consider recycling behavior as the product on offer in a discriminate fashion depending on the role to be promoted among the population.

How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control

Abstract: Objective: To describe Philip Morris’ global market research and international promotional strategies targeting young adults. Methods: : Analysis of previously secret tobacco industry documents. Results: Philip Morris pursued standardised market research and strategic marketing plans in different regions throughout the world using research on young adults with three principle foci: lifestyle/psychographic research, brand studies, and advertising/communication effectiveness. Philip Morris identified core similarities in the lifestyles and needs of young consumers worldwide, such as independence, hedonism, freedom, and comfort. In the early 1990s Philip Morris adopted standardised global marketing efforts, creating a central advertising production bank and guidelines for brand images and promotions, but allowing regional managers to create regionally appropriate individual advertisements. Conclusions: Values and lifestyles play a central role in the global marketing of tobacco to young adults. Worldwide counter marketing initiatives, coupled with strong, coherent global marketing policies such as the Framework Convention on Tobacco Control, are needed to break associations between young adult values and tobacco brands. As globalisation promotes the homogenisation of values and lifestyles, tobacco control messages that resonate with young adults in one part of the world may appeal to young adults in other countries. Successful tobacco control messages that appeal to young people, such as industry denormalisation, may be expanded globally with appropriate tailoring to appeal to regional values.

Market Mavens' Attitudes Towards General Technology: Implications for Marketing Communications

Abstract: Market mavens may become more important marketplace influencers, mainly due to their potential for helping other consumers deal with numerous product choices and to the growing acceptance of new technologies (e.g. the World Wide Web) as viable means for consumers to communicate with many other consumers. To date research has not provided a clear demographic profile of mavens and psychographical research concerning mavens has been lacking. This article examines attitudes towards general technology and several personality traits in order to determine whether they are related to mavenism. The findings indicate that affinity for technology is positively related to market mavens. Dispositional optimism, need for cognition and self‐efficacy are also positively associated with both mavenism and affinity for technology. Marketing communications implications and future research directions are discussed.

A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage

Abstract: With the penetration rate of the web approaching 70 percent, profiles of general web usage are less important. Web marketers must begin to focus on the profile of heavy web users and users by type of web usage. This article develops a demographic and lifestyle profile of heavy web users (those using the web for 20 hours a week or more) based on a survey of over 5,000 respondents. It also identifies six key web usage categories—Web Generalists, Downloaders, Self-Improvers, Entertainment Seekers, Stock Traders, and Socializers—and develops a profile of each. This may be the first study providing a detailed demographic and lifestyle description of both heavy users and web usage types. The profiles should be useful to web marketers for selecting media and setting the tone of their marketing effort in targeting these groups.

The complexity of identity

Abstract: People categorize themselves on the basis of demographics, social roles and shared consumption patterns, and these various identities are both numerous and fluid, changing over an individual?s lifetime and across situations. That fact is not fully recognized by traditional demographic and psychographic techniques, and the labels that consumers use to define who they are do not necessarily correspond to the variables that marketers typically rely on. A new approach ? identity marketing ? better captures the complex process of how people?s sense of who they are influences their purchase decisions. To be sure, the complexity of identity-based judgments presents both opportunities and obstacles for marketers, but companies often fail to appreciate this. In fact, many marketing blunders can be traced back to a fundamental misunderstanding of customer identity. Common mistakes include the following: (1) selling new products solely on their features, (2) failing to solidify first-mover advantage, (3) fighting the competition head-on, (4) sticking with what?s worked before, (5) underestimating low-involvement products, and (6) attacking negative word-of-mouth. Identity marketing helps companies avoid such mistakes by providing a deeper understanding of how customers become strongly attracted to the brands and products that are linked to their multiple ? and sometimes seemingly contradictory ? identities.

Methodological issues in using Kahle's list of values scale for Japanese tourism behaviour

Abstract: The literature clearly provides support and empirical evidence linking personal values and consumption, and acknowledges cross-cultural differences in these values. Personal values have been shown to be efficient, measurable sets of variables that are less numerous, more centrally held and more closely related to motivations than demographic and psychographic measures. The list of values (LOV) is a widely used scale for the measurement of values in a variety of consumer behaviour contexts. It has been used for the purposes of cross-cultural comparison and in tourism behaviour research. Kahle has suggested the instrument is a viable candidate as a widely accepted measure for cross-cultural comparison of values. This paper examines the reliability and validity of the LOV in the context of Japanese tourism behaviour. Results suggest several problems with the scale in this context, and the paper discusses some philosophical and methodological issues in cross-cultural values research in tourism.

Host-guest dating: the potential of improving the customer experience through host-guest psychographic matching.

Abstract: This article argues for the potential use of lifestyle segmentation in order to achieve psychographic matching between hosts and guests in Bed and Breakfast and homestay accommodation. The discussion draws on research conducted in home-hosted accommodation in New Zealand and Scotland that highlighted the central role that the host-guest interaction plays in guest experience and satisfaction. The idea is then developed as to the potential for tourism boards and other promotional bodies to conduct psychographic profiling on homestay hosts so that potential guests might match themselves for potential compatibility with hosts. Whilst points of caution are noted, it is argued that such profiling could increase the possibilities of successful host-guest interaction and thus the quality of experience of both guests and hosts.

A conceptual framework of antecedents of information search in exporting: Importance of ability and motivation

Abstract: Purpose – The most commonly used segmentation approach to understand information acquisition behavior in the exporting context is to group individuals/firms on a variety of demographic and psychographic variables. This paper argues that while psychographic and demographic segmentation provide descriptive information about who are likely to engage in information search, they are insufficient to provide insights into why individuals search.Design/methodology/approach – Drawing upon the applied psychology literature, an integrative framework using the key constructs of motivation and cognitive ability is developed that conceptualizes the influences of and outcomes from information acquisition.Practical implications – By studying information acquisition within the context of the interactions between motivation and ability, normative insights can be gained on the likelihood of management's active participation in information search. The author develops a typology for the nature of information acquisition to ex...

A Psychographic Analysis of College Students' Alcohol Consumption: Implications for Prevention and Consumer Education

Abstract: On the basis of alcohol consumption rates, the authors segmented a sample of college students (N = 669) into four types: the non/seldom drinker (17%), the social drinker (43%), the typical binge drinker (25%), and the heavy binge drinker (14%). Once the four segments were defined, each was profiled employing a psychographic scheme that encompasses personal values, beliefs regarding drinking, alcohol shopping orientations, situational contingencies, and demographics. Binge drinkers were best differentiated from social drinkers and non/seldom drinkers by social-hedonic characteristics such as social-affiliation values, psychological consequences of drinking, recreational shopping orientations, and social situations. Binge drinkers were also differentiated by several other market/consumption relevant factors. On the other hand, several utilitarian characteristics, such as health/moral consciousness, differentiated non/seldom drinkers from other groups. Discussion and the implications of this study are presented with the goal of aiding binge drinkers themselves as well as prevention and intervention practitioners.

Psychographic Profiling of Fruit and Vegetable Consumption: The Role of Health Orientation:

Abstract: Based on the empirical evidence that documents the link between fruit and vegetable consumption and a plethora of health outcomes, multiple campaign initiatives have been launched in the past decad...

The Desire for Privacy: Insights into the Views and Nature of the Early Adopters of Privacy Services

Abstract: Using privacy and security technology becomes increasingly important in many application areas for companies as well as for consumers. However, the market for privacy-enhancing technologies (PETs) is still small, especially in the private consumer segment. Due to the nature of the technology per se, little is known and can be learned about the views and motivation of those who carefully protect their transactions on the Net. Are they a niche group in the long run? Or do they hold views and have traits that promise a wider-spread adoption of PETs? This paper gives an insight into the traits and views of 5,037 customers of an anonymity service. Due to high service reputation and unchanged questions posted over 2½ years on the service’s Web site, insights could be gained on PET users’ demographic and psychographic traits. Moreover, 482 free-text comments provide a unique insight into the thoughts, feelings, and motivation for service usage.

Distinguishing characteristics of patients who seek more information or request a prescription in response to direct-to-consumer advertisements.

Abstract: Objective The objective of this study was to examine demographic and psychographic profiles of individuals who sought additional information or requested a prescription drug based on a direct-to-consumer advertisement. Methods A cross-sectional descriptive survey was used for collecting data from a random sample of 200 Minnesotans during Fall 2002. Chi-square and Mann-Whitney U tests were used as nonparametric tests for assessing differences in distributions between our categories of study subjects. Results Out of 177 deliverable surveys, 81 (46%) were returned. Of these, 80 surveys were usable for analysis. The results showed that the distinguishing characteristics of individuals who sought additional information based on an advertisement were associated with demographic variables such as number of drugs taken daily and monthly out-of-pocket expenditures for prescription drugs. In contrast, distinguishing characteristics of individuals who requested prescription drugs (in addition to seeking information) based on an advertisement were psychographic in nature such as (1) viewing themselves as having greater influence on their physician, (2) having a stronger relationship with their physician, (3) expressing greater satisfaction with their current therapy, (4) viewing prescriptions as less of a burden, and (5) having higher outcome expectations for prescription drugs compared to the respondents who did not ask for a prescription drug based on a direct-to-consumer advertisement. Conclusions Distinguishing characteristics of information seekers were demographic in nature, whereas those characteristics of prescription requesters were psychographic in nature.

Hospitality, Tourism, and Lifestyle Concepts: Implications for Quality Management and Customer Satisfaction

Abstract: * Hospitality, Tourism, and Lifestyle Concepts: Implications for Quality Management and Customer Satisfaction (Eric Laws and Maree Thyne) * Host-Guest Dating: The Potential of Improving the Customer Experience Through Host-Guest Psychographic Matching (Hazel Tucker and Paul Lynch) * Segmentation of Special Event Attendees Using Personal Values: Relationships with Satisfaction and Behavioural Intentions (Anne-Marie Hede, Leo Jago, and Margaret Deery) * A Gay Tourism Market: Reality or Illusion, Benefit or Burden? (Howard L. Hughes) * Escaping the Jungle: An Exploration of the Relationships Between Lifestyle Market Segments and Satisfaction with a Nature Based Tourism Experience (Gianna Moscardo) * A Lifestyle Segmentation Analysis of the Backpacker Market in Scotland: A Case Study of the Scottish Youth Hostel Association (Maree Thyne, Sylvie Davies, and Rob Nash) * Lifestyle Segmentation in Tourism and Leisure: Imposing Order or Finding It? (Noel Scott and Nick Parfitt) * Improved Understanding of Tourists' Needs: Cross-Classification for Validation of Data-Driven Segments (Sara Dolnicar) * Lifestyle Market Segmentation, Small Business Entrepreneurs, and the New Zealand Wine Tourism Industry (Ken Simpson, Phil Bretherton, and Gina de Vere) * Discovering the Right Tourist Service to the Right People--A Comparison of Segmentation Approaches (Sara Dolnicar and Friedrich Leisch) * Seasonal Trading and Lifestyle Motivation: Experiences of Small Tourism Businesses in Scotland (Philip J. Goulding, Tom G. Baum, and Alison J. Morrison) * Index * Reference Notes Included

Identifying Investor Group Segments Based on Demographic and Psychographic Characteristics

Abstract: Targeting customized financial product offerings to various Investor segments is a major concern for financial service companies. This article tries to identify investor group segments using the demographic and psychographic characteristics of investors. A questionnaire survey was conducted and responses were obtained from 96 investors from all over India. The data obtained was then analyzed using two statistical techniques, namely - Multinomial Logistic Regression (MLR) and Factor Analysis (FA). MLR analysis brought out the characteristics of Investors which predominantly decide the risk-taking capacity of Investors. Factor analysis identified four major Investor segments based on their demographic and psychographic characteristics. The findings in the paper could be used by financial service companies to target their financial products to these Investor segments and effectively market them.

Individuality, willingness to take risk, and use of a personal e‐card: A Lebanese study

Abstract: – To address the issue of risk intention using personal e‐cards and to test the effect of the individuality of decision makers in the Lebanese context., – The data of this research were collected by means of personal interviews using questionnaire. The sample involved 197 managers from various industries. The researchers developed a discriminant function equation to investigate risk taking behavior in the use of e‐cards. The function classifies individuals into risk takers and non‐risk takers on the basis of their psychographics and demographic characteristics. Risk was measured using the risk‐assessment scenario developed by MacCrimmon and Wehrung. Risk intention was measured by asking: “What is the likelihood of your being willing, in the near future, to pay for items on the internet using a personal e‐card?”. Seven items were used to measure psychographics and lifestyle information. Factor analysis was used as a data‐reduction technique, followed by multiple regression analysis (discriminant function) to determine the relative importance of the independent variables., – The study demonstrated that, although respondents valued risk and were willing to take a chance, they did care about security. Further analysis showed that highly educated managers (university education) and Christians were slightly more willing to pay by e‐card on the internet than were less‐educated and Muslim managers., – It has to be borne in mind that using dissimilar groups will make the validity of the procedure questionable. Replicating the same study under different conditions (different groups in Lebanon or outside Lebanon) will make prediction more reliable., – The discriminant analysis in this study has helped to explain the difference between risk taking and non‐risk‐taking managers in Lebanon., – This paper addresses a new issue about risk intention and offers practical explanation. It fulfils an identified need in the Literature. Lebanon is a small country with one of the most developed internet markets in the Arab world but Lebanese People hesitate to transfer money via the internet. The current study was therefore conducted to address the issue of risk intention using personal e‐cards and to test the effect of the individuality of decisionmakers in the Lebanese context.

Generational Differences in Attitudes about Unions: A Segmented Dispositional Marketing Approach

Abstract: Labor union membership as a percentage of the U.S. workforce continues to decline, down to 12.4 percent in 2004 compared to 12.9 percent in 2003. This downward trend is most notable when compared to 1983 data (the first year that comparable data are available), at which time membership stood at 20.1 percent (Bureau of Labor Statistics, 2005). As noted by Bernstein (2004), labor leaders such as Andy Stern believe that a top-to-bottom overhaul of the AFL-CIO is necessary to address this steady decline. Stern and his colleagues in the New Unity Partnership, a small group of influential unions, believe that constitutional and top leadership changes are needed in the AFL-CIO. They call for consolidation of the AFL-CIO's 60 unions to 15 or 20, in order to increase clout and lift wages; however, while a detailed roadmap of their plan is beyond the scope of this article, and while they believe a "full and vigorous debate" is necessary, it appears their preliminary suggestions are tactical rather than strategic.Strategic marketers would likely argue that to attract new members and increase membership, unions need to develop messages and campaigns that tap the hearts and minds of their audiences, moving beyond the tactical messages of policy and procedures. As Ries and Trout (1986: 5) argued, "The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist." Marketers speak in terms of values and emotional benefits that can be communicated directly to the particular niche of interest. Further, Meyers (1996) explains that segmentation is based upon the proposition that markets are not monolithic. Sub-markets exist with individuals with relatively homogeneous needs and wants, but they respond in unique ways to particular stimuli. Lifestyle research, also called psychographics, includes understanding consumers, beyond their basic demographics or benefits desired, by linking the message to an understanding of their activities, interests, opinions, personality, and values (Meyers, 1996). Although the marketing literature naturally focuses on consumers, labor unions are clearly organized around "producer interests," i.e., the individual as a worker rather than as a consumer (Jarley & Fiorito, 1990; Perlman, 1928). Thus, in melding a segmented marketing approach and a labor relations perspective on worker support for unions, this paper adopts concepts from marketing but adapts these concepts to a producer (worker) rather than consumer perspective.A similar adaptation of a market segments concept is supported by Flood, Turner, and Willman's (2000: 108) work, who noted,a key feature in understanding union participation is the segmented nature of members' participation in union-related activities. The bulk of empirical investigations of union participation tend to treat the union membership in general rather than specific categorical terms.Despite his clear success in winning over service workers (Bai, 2005), the tactic suggested by Stern, of merging smaller unions into larger units, is moving labor from niche organizations with separate identities to larger "melting pots" of members. While this may benefit bargaining power, the loss in identity may outweigh the benefits. Marketers have realized that individual differences in attitudes and emotions can be powerful mechanisms to tap and leverage one's message, and that mass marketing may not always fit one's strategic marketing plan. As an observed analolgy, the U.S. may no longer be perceived as a melting pot, but a salad with unique, but complementary, ingredients.The purpose of this research is to analyze attitudes about union representation from a segmented marketing perspective. Specifically, it uses marketing concepts that tap into the generational differences between age cohorts-Matures (born between 1909 and 1945), Baby Boomers (born between 1946 and 1964), and Generation X (born after 1964)-each purported to require unique marketing strategies based upon their cohort (Moschis, 2003). …

Fear segments in tourism

Abstract: This article proposes the investigation of fear segments in tourism By doing so, a broadly accepted strategic marketing tool (market segmentation) is integrated with a topic that presently causes significant concern to the tourism industry: the impact of negative global events on tourism demand The concept of psychographic segmentation is extended to a new construct of tourist psychographics: kinds of perceived fears associated with vacation travel The academic relevance lies in the introduction of a novel segmentation base to tourism research, the practical value lies in the potential for improved target marketing, minimizing the risk of demand fluctuations The concrete aims are to (1) gain understanding of the range and nature of fears tourists perceive, (2) investigate whether categories of perceived risk postulated in earlier studies are still valid for perceived fears in 2004, (3) investigate the existence of systematic fear patterns among individuals, and (4) propose a research agenda for the systematic future study of fear segments

New Applications of a Traditional Psychographic Segmentation Concept

Abstract: Though the general approach of psychographic segmentation was developed and significantly elaborated a few decades ago, there are numerous further research possibilities in this area. Typically, current researchers concentrate on more specific audiences and more a specific product-oriented lifestyles. However, use of traditional lifestyle segmentation models also can help exploring new relationships and behaviours. Authors analyzed lifestyles of current business and economics students, who will soon become an important group of business managers and consumers. It was observed very consistent distribution of respondents into just three VALS types. Statistically significant relationship between lifestyles and leisure spending preferences was disclosed. The relationship between VALS types and preferences in mobile telecommunications products and services was weaker, but some evidence suggests directions for further research. The analysis proved applicability of VALS methodology in exploratory studies that involve two-step survey procedure outside the US society.

Factors influencing consumer intentions to purchase seasonally discounted Reebok athletic footwear

Abstract: Sales promotions are one of the key promotional strategies that companies worldwide have used to stimulate consumers' behavioral responses, especially their immediate product interest and product purchase (Kotler 2000; Pelsmacker et al. 2001; Percy 1997; Schultz et al. 1998). An analysis of consumer characteristics and the influences those factors have on consumer responses to products promoted through sales promotional programs is required for developing appropriate sales promotional programs. This understanding should be developed at both the product category and the individual brand levels (Schultz et al. 1998). A number of empirical studies have emerged investigating the influence of consumer characteristics on consumer responses to sales promotions; however, there is a notable lack of research focusing on consumers in Asian regions, and to examining consumer responses to non-grocery products (at the specific brand level) promoted through price discounting programs. This thesis addresses gaps in the literature by investigating the research problem: How do consumer characteristics influence consumer intentions to purchase the seasonally discounted Reebok athletic footwear in the Thai market? To provide an answer to this research problem, the researcher reviewed the literature in relation to consumer characteristics and their influence on consumer responses to sales promotions. Two key behavior theories relevant to sales promotions: namely utility theory (Thaler 1985); and the theory of reasoned action (Fishbein & Ajzen 1975) were discussed. A number of influential demographic, psychographic, and normative influencing characteristics relevant to these theories were identified and used to develop primary hypotheses depicting the influence of these factors on consumer intentions to purchase the seasonally discounted Reebok athletic footwear in the Thai market. Next, a two-stage research design was implemented. In stage one, exploratory research with four knowledgeable persons, three executives from Reebok (Thailand) and one from Super Sports (the largest retail chain selling athletic products in Thailand), was undertaken using in depth interviews. This exploratory study aimed mainly to identify all possible consumer characteristics most relevant to the research context investigated. Data collected from this stage of the research were analyzed using content analysis techniques. Findings of this research were enhanced with that from the review of literature in order to finally select a complete set of antecedent consumer characteristics and to propose a final set of hypotheses explaining the influence of these variables on purchase intentions. These hypotheses were tested in the stage-two research. In stage two of this study, data were collected for testing the proposed hypotheses using the mail survey approach. Questionnaires were developed and sent to 1,600 individuals selected from the database of Super Sports, using a simple random sampling technique. A total of 554 valid questionnaires were returned resulting in a responses rate of 34.9 percent. The data were analyzed by SPSS using factor analysis and regression techniques. In summary, the findings of this research indicated that demographics were not significant and did not impact both psychographic and normative influencing characteristics and purchase intentions. On the other hand, five specific psychographic and normative influencing characteristics were found to have an impact on purchase intentions and these variables included: deal proneness; value consciousness, price consciousness; attitudes of reference groups towards a purchase of seasonally discounted Reebok athletic footwear; and quality consciousness. Deal proneness was seen to be the most important variable that had a positive influence on purchase intentions and it was followed by value consciousness, price consciousness, and 'attitudes of reference groups'. Quality consciousness was shown to be the least significant variable and it had a negative impact on this dependent variable. These findings support the literature indicating that psychographic and normative influencing variables are more influential than demographics in explaining consumer responses to products promoted through sales promotions. They also support the use of consumer characteristics relevant to utility theory (Thaler 1985); and the theory of reasoned action (Fishbein & Ajzen 1975) as antecedent variables to explain the variance in consumer responses to sales promotions. The key contributions of this research are discussed in chapter 6. The body of knowledge regarding consumer characteristics and the influence of these factors on consumer responses to products promoted through sales promotions has been extended. The findings of this research provide theoretical contributions by: - using a comprehensive set of consumer characteristics relating to both the utility theory (Thaler 1985) and the theory of reasoned action (Fishbein & Ajzen 1975) as antecedent variables in this study; - investigating associations between antecedent factors (demographic, psychographic, and normative influencing characteristics) in addition to the relationship between these variables and the dependent variable of purchase intentions; - conducting this study in a research context rarely adopted by previous research; and - using a probability sampling technique (the simple random sampling approach) for sample selection. The results of this research also provide practical contributions to Reebok (Thailand) and Reebok retailers by: - providing analytical information that helps these companies to understand how consumer characteristics influence consumer intentions to purchase the seasonally discounted Reebok athletic footwear, and this knowledge in turn will assist them to develop and implement price-discounting programs more effectively; and - suggesting these companies to select appropriate product items (athletic footwear models) for the discounting programs and to develop media plans to expose the promotional events to target consumers in order to persuade these consumers to favorably respond to the discounting programs of Reebok athletic footwear. This research also suggests future research to extend the knowledge relevant to this research area by: - including additional relevant antecedent consumer characteristics into a research model; and - comparing these findings with those of future studies that may conduct their investigations in different research contexts (for instance research undertaken with different rates of discounting programs, different athletic footwear brands, or different populations).

Efecto de las características psicográficas en la intención de compra de marcas privadas en Chile

Abstract: Private Labels are steadily but slowly included in Chileans consumption baskets. However, they have not reached the market share and penetration levels of European countries. The main objective of this article is to study how customers` psychographics affect private labels buying intentions. A shopping center intercept study was conducted, interviewing 300 female shoppers, regarding 14 psychographic variables and private labels purchase intentions. Nine product categories were used, in order to improve the generalizability of findings. Using discriminant analysis, the relative importance of each psychographic variable to explain private labels purchasing intentions was assessed, in order to help retailers and manufacturers optimize their marketing efforts of private labels.

Demographic and Psychographic Variables Associated with Hispanic Business Majors Intending to Pursue Graduate Studies: Marketing Implications

Abstract: Increasing shifts in population proportions have led to an increasing demand on education institutions to recruit Hispanics. A random and stratified national sample was used to answer the following questions: (1) What are the psychographic typologies that are likely to identify Hispanic students by their desire to pursue or not to pursue graduate education? (2) What relationship, if any, does income of the parents play in a Hispanic student's decision to pursue graduate education? (3) Is there a direct relationship between the parents' level of education and Hispanic students' decision to pursue graduate work? This paper attempts to dissolve myths about the variables associated with Hispanics' participation in graduate education, and to make recommendations for effective appeals to encourage Hispanic students to attend graduate programs.

Exploring Lifestyle Orientation, Attitudes Toward Lifestyle Merchandising, and Attitudes Toward Lifestyle Advertising as Predictors of Behavioral Intention to Purchase Lifestyle Home Furnishing Products

Abstract: A number of lifestyle merchandising and advertising strategies are being used in the home furnishings industry. However, there is limited research regarding the effectiveness of these strategies. The purpose of this study was to explore consumers' attitudes toward the lifestyle concept. Analyses of several consumer behavior variables and descriptors offered noteworthy findings for the home furnishings industry. This study found that although lifestyle orientation is a valuable tool for delineating consumer markets, these segmentations were not significant determinates of consumers' preference for elements of the lifestyle construct. Retailers and manufacturers are not simply creating home furnishing collections that target the needs of specific psychographic segment, but rather creating lifestyles being aspired to obtain. Although respondents scored the attitude variables neutral, the current market environment offers many examples of successfully home furnishing implementations of the lifestyle concept. These success stories coupled with additional findings indicate consumers' positive response to lifestyle merchandising.

What Kinds of Vacation Travelers Are Surfing the Net?: A Market Segmentation Study

Abstract: Internet use among the traveling public continues to escalate, according to the Travel Industry Association of America (TIA, 2002). The number of online travelers has more than tripled from 29 million in 1996 to 96 million in 2002. Approximately 64 million online travelers now use the internet to plan their travels, according to TIA. Although demographic characteristics of these travelers have been carefully determined, the psychographic profiles have not. Researchers have employed various analyses to define tourism-related segments and traveler profiles; however, to date none have attempted to define these profiles on the basis of information source usefulness with regard to personal value importance. The purpose of this study is to examine the relationship between individuals' personal value importance and internet usefulness within a vacation travel planning framework. Results reveal that all internally-oriented values are significantly related to internet website usefulness, as are particular...