Showing papers on "Psychographic published in 2007"

Segmenting cyberspace: a customer typology for the internet

Abstract: Purpose – This research sets about discovering if it is possible to identify distinct, practice‐relevant and addressable clusters by means of selected criteria for constructing typologies – such as psychographic, culturally‐specific and purchasing behaviour‐relevant features – which permit an online supplier to efficiently and effectively focus on attractive consumer segments.Design/methodology/approach – To answer the research question, the study conducted an online survey with 1,011 participants. The respondents were from three countries, each with culturally‐distinct features: France, Germany and the US. Underpinning the research are theoretically‐secured constructs of purchasing behaviour on the internet.Findings – Cluster analysis confirmed the outstanding validity of a three‐cluster‐solution (97.7 per cent score) – risk‐averse doubters, open‐minded online shoppers, and reserved information‐seekers. Discriminant analysis shows that certain constructs, particularly “neuroticism”, “willingness to buy” ...

Who Gives What to Charity? Characteristics Affecting Donation Behavior

Abstract: Giving to charities takes two major forms: time and money. In this study the authors explored whether donors/nondonors can be distinguished using demographic, socioeconomic, and psychographic variables suggested by literature across disciplines. Data were collected through a large-scale telephone survey in Taiwan. The results indicate that determinants affecting volunteering are mostly intrinsic while those for monetary donations are mostly extrinsic. Additionally, educational attainment and income are useful to explain and predict monetary donation amounts. Major differences between our results and previous findings in Western countries are drawn and fund-raising strategies discussed.

What Motivates Which Volunteers? Psychographic Heterogeneity Among Volunteers in Australia

Abstract: Six psychographic segments of volunteers in Australia are constructed on the basis of their volunteering motivations. The resulting segments include “classic volunteers,” whose motivations are threefold: doing something worthwhile; personal satisfaction; and helping others. “Dedicated volunteers” perceive each one of the motives for volunteering as relevant, while “personally involved volunteers” donate time because of someone 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 specific drivers motivating them to donate time, for example, to gain work experience. The segments are externally validated and demonstrate significantly different socio-demographic profiles. Consequently, it seems that motivation-based data-driven market segmentation represents a useful way of gaining insight into heterogeneity amongst volunteers. Such insight can be used by volunteering organizations to more effectively target segments with customized messages.

Demographics in Sales Promotion Proneness: a Socio-Cultural Approach

Abstract: We investigate the impact of demographics (i.e., income, education, and gender) on promotion proneness and provide sociocultural explanations why certain demographic groups are more promotion prone. Shopping is a domain where consumers accumulate their expertise and skills. To be deal prone requires not only the motivation for monetary savings but also the legitimate possession of human capital in shopping including cognitive abilities, information, and shopping experience and skills. The positive effects of education and income on the use of coupons and rebates are discussed along with the influence of gender and psychographics such as shopping enjoyment and psychological gender congruency.

Attention Marketplace with Individualized Advertisements

Abstract: Disclosed are methods in which a user is compensated for viewing advertisements. A user expresses interest in viewing a particular advertisement, but the variant of that advertisement that the user views is based on the user's demographic, psychographic, or behavioral traits. Thus, two different users with different traits who express interest in viewing the same advertisement may view different variants of that advertisement tailored to their individual traits. Rules specifying which users view which advertisement variants may be re-defined while an advertising campaign is underway in order to increase the effectiveness of an advertising campaign.

A Study on the Role of Demographic and Psychographic Dynamics in Food and Grocery Retailing

Abstract: The Indian food and grocery retail sector is in the transformation mode for various reasons like strong macro-economic fundamentals and the changing socio-economic scene are driving what were once ...

Toward An Explanatory Model of Innovative Behavior

Abstract: Research on innovative behavior has persistently focused on determining the correlations between numerous demographic and psychographic variables and specific external actions. Unfortunately, such research has consistently produced unreliable results. A preferred alternative to this line of research is an analysis of the causes of innovative behavior with the objective of understanding the process underlying this activity. A framework is proposed for examining innovative behavior based upon a comprehensive model of variety seeking, of which innovative behavior is one outcome. The framework attempts to depict the causes of, the processes involved, and the outcomes of variety seeking, particularly as it relates to innovative behavior. A number of propositions are presented.

Understanding the "Four-Eyed, Four-Legged" Consumer: A Segmentation Analysis of U.S. Moms

Abstract: This study demonstrates links between mothers' interactions with children and general attitudes, values, and behaviors It combines consumer socialization theory with psychographic and behavioral syndicated data and segments moms into six distinguishable and actionable clusters that explain information exchange, influence, and decision-making dynamics between mother and child in the marketplace Examples are given of how knowledge of these cluster similarities and differences can be used by companies in their product and promotion strategies

Travel and Tourism: An Industry Primer

Abstract: Table of Contents PART ONE: THE INTRODUCTORY COURSE Section One: Getting Acquainted with Travel & Tourism 1. Dimensions of Travel and Tourism 2. An Economic Overview of Travel & Tourism 3. The Psychology of Travel 4. Sustainable Tourism Development Section Two: The Sectors 5. The Airline Industry 6. The Rail, Motorcoach and Rental Car Industries 7. The Cruiseline Industry 8. Amusement Parks and Other Major Attractions 9. The Gaming Industry 10. Lodging 11. The Food Service Industry 12. Conventions and Meetings PART TWO: ADVANCED MATERIAL Section Three: Defining, Promoting and Selling the Product 13. Travel Agents and Tour Operators 14. Distribution Channels 15. Destinations: A Psychographic and Sociological Perspective Section Four: Conservation and Intervention 16. Ecotourism: Tourism's Green Adventure 17. Government, Politics and Tourism Section Five: Management Tools 18. Revenue Management: The Art & Science of Maximizing Revenue 19. Measuring the Economic Impact 20. Forecasting Section Six: What's Next for the Industry? 21. The Future

Structural equation modeling of value‐psychographic trait‐clothing purchase behavior: a study on the urban college‐goers of India

Abstract: Purpose – The purpose of this paper is to attempt to understand the frequent clothing purchase behavior of undergraduate urban college‐goers of India aged 18‐23 years and empirically prove the value‐psychographic traits‐clothing (VPC) purchase behavior hierarchy.Design/methodology/approach – A stratified systematic sample of 275 respondents was used to test the hierarchy. The List of Values (LOV) scale was submitted to exploratory factor analysis (EFA) with principal components analysis and varimax rotation. Confirmatory factor analysis (CFA) was used to validate EFA results. Next, structural equation modeling (SEM) with maximum likelihood estimation (MLE) was used to empirically prove VPC of the urban Indian college‐goers.Findings – The study finds that EFA of the LOV scale yielded two dimensions‐ outer‐directed values and inner‐directed values. Outer‐directed values influenced the psychographic traits – fashion‐consciousness and innovativeness positively, while fashion‐consciousness and innovativeness p...

Um estudo comparativo de formas de segmentação de mercado: uma comparação entre VALS-2 e segmentação por variáveis demográficas com estudantes universitários

Abstract: The consumers' segmentation has been used on strategic planning of companies and institutions with the objective of containing the consumers in accordance with certain characteristics that can give homogeneity to each group. This work investigated a relationship among the economic classes segmentation and the psychographics segmentation, that puts on the same group consumers in accordance with their attitudes, lifestyles, purchase behavior and demographic characteristics. The research used as subjects a convenience group formed by 367 students of a private institution of higher education, considering this people are future professional that will use segmentation techniques. Was used a questionnaire adapted from VALS-2 of the SRI Institute, together with the classification system ABIPEME. As result, was found that, in that group, the attitudes and lifestyles were distributed in a vertical line among all the economic classes detected in the group. As conclusion, for the tested group, little relationship exists among those two types of segmentation, the segmentation for economic classes offers few benefits for that market, the psychographic segmentation can be primordial tool for the marketing strategy and are necessary more adapted instruments of psychographic classification to the Brazilian consumer's particularities.

Banking psychographics: an Indian empirical study

Abstract: India has been witnessing an economic boom which fuelling a huge growth in the financial sector especially the banks. The spending power and consumerism has been increasing along with the growth in GDP. The numbers of banks are around 3000 (data according to Reserve Bank of India). With a population base of close to 1.1 billion and a diverse culture that has been dictating the mindset and lifestyle of the population, it has been a challenge for the banks to understand the customer better and hence a the need of the hour is a proper psychographic study of retail banking customers.

Adoption and Non-Adoption: Profiling Internet Usage among Tourists to New Zealand

Abstract: Since the explosion of the internet as a business medium, one of its primary uses has been marketing. The advantages of using the internet for business-to-consumer transactions are clear. The openness of the internet is creating opportunities for virtually all companies across various industries. The words 'internet', 'World Wide Web', 'www' or the 'web' refer to the same thing and are used interchangeably within this research study. The tourism industry is also experiencing a rapid adoption of the internet technology for marketing travel products and services. As a destination New Zealand is a small country comprising two main land masses and smaller outlying islands, with a population of about 4 million people (Statistics New Zealand 2004). Tourism is promoted as an essential part of the national economy, particularly to earn foreign exchange and generate employment. The number of international tourists visiting New Zealand is 2.2 million (Tourism New Zealand, 2006). In New Zealand almost all regional tourism organizations (RTOs) have a web presence, thereby exposing potential tourists to an array of destinations to visit. However, there are few New Zealand based studies that profile tourists based on their internet adoption and the differences between internet users and non-users. The question that baffles every business manager is what predisposes consumers to use a website? This is the fundamental question that motivated the study. While usability does play a major role in the adoption and use of a particular website, it is outside the scope of this project, otherwise the scope would have been too large and complicated to permit a useable questionnaire given the other concerns about respondents' past experiences and attitudes toward use of the net for the specific purposes of holiday purchases. The study draws upon innovation diffusion theory (IDT) and more recent conceptualizations of IT adoption behaviour to examine differences among Rogers' (1995) adoption categories. Within this context, 'adoption' refers to the stage in which a technology is selected for use by an individual. 'Diffusion' refers to the stage in which the technology spreads to general use and application. For this study an attempt is made to create a behavioural profile of visitors based on a sample of 517 overseas visitors to New Zealand. Visitors were asked to complete a questionnaire and provide information on their demographics, travel related behaviour, internet usage patterns, perceptions of the internet and online shopping in general. The thesis thus describes the initiation and evolution of an empirical research project, which investigates the adoption and diffusion of internet technologies amongst international visitors to New Zealand. The study was launched in an attempt to: 1) learn more about internet usage by visitors to New Zealand; 2) create a psychographic profile of visitors; 3) attempt to empirically validate the technology acceptance model (TAM); and 4) fill a noticeable void so that future researchers on IT and…

Similitudes y diferencias en las causas psicográficas de la lealtad a la marca de producto y la fidelidad al supermercado

Abstract: Numerous studies have evaluated the psychographic characteristics that influence product brand loyalty and supermarket loyalty. Notwithstanding, none of t...

Protecting One's Privacy: Insighs 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? Or do they hold views and have traits that promise a wider-spread adoption of PETs in the long run? This paper gives an insight into the traits and views of 5037 customers of a popular German anonymity service called JAP (Java Anon Proxy). Due its high service reputation and unchanged questions posted on the service’s website for over 2 ½ years insights could be gained on PET users’ demographic and psychographic traits. Moreover, 482 free-text comments could be analyzed to provide a unique insight into the thoughts, feelings and motivations of PET users.

Online information search and purchase: the influence of demographics and psychographics

Abstract: Nowadays, Internet usage is growing rapidly. It is very important to know which factors are affecting the consumers’ intention of using the Internet, be it for information search or purchasing. The purpose of this study is to find out the effect of demographics and psychographics on the intention of Internet information search and purchase. In this study, age and gender are the demographic variables investigate and the Big-Five personality model is the psychographic variable. The findings of this study show that psychographics could not affect the intention of Internet information search and purchase. However, demographics could only influence the online purchase activity, especially among the young males, but not the online information search activity.

Apparel Shopping Orientation of Urban Indians : A Study on Kolkata

Abstract: Apparel trade has immense potential in India in terms of increased consumer spend, export potential as well as branding opportunity. In this context, this paper takes a look at the shopping orientation of urban Indians with the help of a study on Kolkata in order to segment the shoppers on the basis of psychographic as well as demographic dimensions. Kolkata being a cosmopolitan city with residents of different states speaking different languages and belonging to different sub-cultures, the study would help explore the apparel shopping behavior of urban Indians in general. It also discerns the difference in the shopping orientations of brand-loyal and non-brand loyal customers. Accordingly, the shoppers are divided into four categories, namely, utilitarian shoppers, conservative shoppers, hedonic shoppers and socializing shoppers. For this purpose, multivariate techniques of factor analysis, cluster analysis and discriminant analysis are used. In terms of frequency of purchase the hedonic shoppers are the best target group among the four segments of shoppers identified. As far as brand loyalty is concerned, it was found that the brand loyal consumers prefer stores near their homes and work places, realize the importance of paying higher price to get better quality and look for more variety and quality in stores while purchasing apparel.

Values in the marketing of national parks in china: an exploratory application of means-end chain theory

Abstract: The aim of this study is to draw out the principle values of Chinese visitors to national parks in China so as to improve the parks communication strategy to consumersThe literature clearly provides support and empirical evidence linking both culture and consumption: cultural values have been shown to be efficient, measurable sets of variables that are fewer, more centrally held and more closely relating to consumer behavior than demographic and psychographic measures The data was obtained from the method of means-end chains theory and the Yau's questionnaire of Chinese cultural values, which was distributed to a sample of 30 visitors to national parks in China With the information obtained, and after the principal component analysis of the 67 chains collected, we found two principal chains that can explain national parks visitors' expectations After combining the values obtained by the method of means-end chains with the cultural values founded in the questionnaire, we propose some values that can be used in communication to increase the number of visits to Chinese national parks

Segmenting the secondhand book sector's core customers using demographic, psychographic and benefits

Abstract: This paper shows how, in order to maintain and enhance existing customer relationships to sustain competitive advantage, booksellers require an understanding of their core demographic, psychographic and benefit customer segmentation.

Analysis of the differences between the associates of an environmental Non-Governmental Organization and the “other” consumers

Abstract: The preservation and protection of our physical environment present a crucial challenge to all society, firms, governments and environmental organizations. The presence of several environmental threats, around the world, has been causing important changes in the social conscience. The result was the development of an ecological or green movement, whose intention is to alert and study the causes, and respective solutions, for the environmental problems. In this process the consumer is also called to participate in the environmental cause, changing his behaviour. This study aims to analyze both the role of NGEO's (Non-Govern mental Environment Organizations) and activist consumers. Specifically, the objective of the empirical investigation is to find if the variables related with the environmental issues and the psychographic and behavioural variables are significant to distinguish two groups of consumers: those that are associates of an environmental organization (QUERCUS associates) and the remaining ("other" consumers).