Showing papers on "Psychographic published in 2009"

Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps

Abstract: This study uses self-organizing maps (SOM) to examine the effect of various psychographic and cognitive factors on green consumption in Kuwait. SOM is a machine learning method that can be used to explore patterns in large and complex datasets for linear and non-linear patterns. The results show that major variables affecting green consumption are related to altruistic values, environmental concern, environmental knowledge, skepticism towards environmental claims, attitudes toward green consumption, and intention to buy green products. The study also shows that SOM models are capable of improving clustering quality while extracting valuable information from multidimensional data.

Consumer likelihood of purchasing organic cotton apparel: Influence of attitudes and self‐identity

Abstract: – The purpose of this paper is to contribute to a better understanding of the organic apparel consumer. Is the recent upsurge in organic cotton products another fashion trend or is there a segment of consumers genuinely interested in purchasing organic cotton apparel based on the benefits of organic agriculture to the environment?, – Data were collected with a mail survey of US health and natural foods consumers. Conjoint analysis revealed salient product attributes and cluster analysis identified segments of consumers with different attribute preferences. Factor analysis uncovered latent variables from among the large number of items and the clusters were examined for differences in their psychographic profiles., – It was found that the 38 percent of consumers who found used organic cotton content salient had positive attitudes toward organic and sustainable agriculture, preferred to “buy locally” and had a strong self‐identity as environmental, organic, and socially responsible consumers., – The sample of US health and natural foods consumers means that the results cannot be generalized too widely. Research is currently under way to relate the self‐reported purchase behavior of organic apparel consumers discussed here to actual purchase behavior., – Survey respondents interested in purchasing organic cotton apparel agreed that organic farming is good for the environment, suggesting that consumers would be receptive to marketing messages that place an emphasis on the environmental benefits of purchasing organic cotton apparel., – The paper provides insight into the attitudes and motivations of environmentally concerned US consumers of organic apparel and provides information on focusing marketing to these consumers.

Green Segmentation and Environmental Certification: Insights from Forest Products

Abstract: Firms engage in environmental marketing in order to appeal to environmentally conscious consumers. Within the context of the forest product industry, this research uses data from two studies to empirically test whether a relationship exists between demographic/psychographic characteristics and reported environmentally conscious intentions. In both studies, the results indicate that the environmental marketing of certified/ecolabeled forest products appeals to a segment of environmentally conscious consumers. This appeal occurs for both a value-added product (furniture) and a non-value-added product (plywood). Thus, there is support for the argument that environmental marketing to environmentally conscious consumers can result in ‘green segmentation’. Key findings from this study suggest that those consumers reporting the strongest preferences for environmentally certified forest products were more willing to pay a premium for certified products, more likely to display environmentally conscious behavior and more likely to perceive that green consumer purchases effectively benefit the environment. These characteristics were most common among females and those familiar with the concept of environmental certification. Copyright © 2009 John Wiley & Sons, Ltd and EPR Environment.

Business psychographics revisited: from segmentation theory to successful marketing practice

Abstract: Consumer marketers have realised that geodemographics seldom provide adequate perspectives of today's complex markets. Instead, psychographic segmentation has revealed more powerful target market insights while providing marketers a springboard for adapting selling propositions and tailoring the marketing mix. Although its application in business-to-business (B2B) markets is also well acknowledged, there is limited evidence that psychographics has merit. To illustrate its power, this study examines the body of literature and practitioner experience that supports the usefulness of B2B psychographics as an alternative or complement to firmographics. The study supports its specific relevance to micro-segmentation where insights into a buyer's motives, risk aversion and relationship style can help determine favourable or unfavourable predispositions to marketing initiatives. A case application of a B2B services firm demonstrates its value in sales management.

Perceptions on Social Responsibility: The Entrepreneurial Vision

Abstract: This article outlines the results of an inquiry into the nature of entrepreneurial commitment to social responsibility as a business philosophy. Findings show that the respondents, as a group, reported a strong orientation to this view. Several social responsibility topics emerge in a position of special prominence to entrepreneurs, and their preferences for these topics do not widely vary. Furthermore, the degree of attachment to social responsibility, as an operational construct, correlates with several demographic and psychographic dimensions.

Simultaneous analysis of whether and how long to go on holidays

Abstract: This article assumes that the decision to go on holiday and the length of stay are nested and non-independent, thus the objective of this study is to propose a two-stage choice process: going on holiday and length of stay. To do this, we rely on the random-parameter logit model, which accounts for the unobserved heterogeneity of individuals and allows representation of different correlation patterns among non-independent alternatives. We propose hypotheses on the effect on the above decisions of individual's 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 3781 individuals, evidences the proposed two-stage choice process, and that these decisions also explained by individual tourist characteristics.

System and method for distilling data and feedback from customers to identify fashion market information

Abstract: A system and method is described herein for pulling information from numerous areas from manufacturers to end users to generate a total market map of the creation, use, and disposition of all products in a market. The system allows a customer to look at items, and suggest or request modifications from a manufacturer. This system may use known data, such as body measurements and body shape, to determine which products may meet the needs of a large subset of consumers. This also includes gathering profile information about users, such as fashion style and lifestyle preferences, shopping and spending habits, site browsing and usage history, and other demographic and psychographic data to discover market segments and the types of items most likely to be desired or purchased by consumers in each segment.

Family contributions to entrepreneurial development in Lebanon

Abstract: Purpose – The purpose of this paper is to profile the characteristics, attributes and growth orientations of Lebanese entrepreneurs, including the relationships, roles, and contributions that family and culture make and play in the development of private small and medium‐sized enterprises.Design/methodology/approach – Drawing on a sample of 112 entrepreneurs, psychographic motives, demographic attributes, and business activities are revealed. A series of 112 in‐depth personal interviews was conducted over a 12 month period between May 2006 and 2007. The entrepreneurial profile questionnaire (EPQ) was utilized as a data collection instrument. The EPQ was designed to survey the effect of individual, societal, and environmental factors on entrepreneurship and family business development by collecting a combination of demographic information and extensive detail related to characteristics and orientations.Findings – The findings suggest that entrepreneurs are motivated by the need for independence and flexibi...

Demographics, psychographics, price searching and recall in retail shopping

Abstract: Retailing environments have gone through physical changes and the Internet revolution which intensifies price search and comparison behaviour, however, what customer characteristics – demographics or psychographics – affect price searching and recall? Further, what changes the relationship between the price-searching tendency and price recall? This research develops a framework that integrates the views of the economics of information and psychosocial returns to address these questions. Through point-of-purchase surveys, this study finds that psychographics affect the price-searching tendency directly while demographics do so indirectly through psychographics. In addition, the price-searching tendency has a positive effect on price recall and this relationship is stronger when consumers buy discounted products. Finally, in contrast to previous research, consumers' high tendency to search for price and price recall accuracy and confidence are found.

Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006

Abstract: The audience for the Super Bowl is a diverse one, both in terms of demographics and psychographics. Such a diverse captive audience presents an opportunity for the networks and affiliates to showcase the best programming they have to offer. They do this by airing on-air promotions during the telecast. This research analyzes the promotions aired over six years to explore how the different networks and local affiliates present their brands. The most important result, that the significant difference is really between the networks and the affiliates, is interesting given that it undermines the point of branding: differentiation. In an era where networks are faced with more intense competition from other networks and cable television, it is interesting to note that the two do not offer significantly different on-air promos.

Identification of adopter categories for online banking in Turkey

Abstract: This article reports the results of an investigation of demographic and lifestyle characteristics of adopters of online banking services in Turkey by using the Bass diffusion model. The results of multinominal logistic regression analysis suggest that there are significant differences both in demographic characteristics, such as age and gender, and psychographic characteristics, such as leadership, non-traditionalism, innovativeness, and practicality among the different adopter categories. Thus, new variables such as gender and lifestyle, which have not been investigated in the literature, could be introduced as segmentation variables to develop more effective marketing strategies tailored to each adopter category in online banking services.

The influence of psychographic variables on consumer preferences. The case of ethnic food in Spain

Abstract: In the last years, ethnic food has been successfully introduced in the Spanish market. In this research a choice experiment is conducted in order to investigate consumer’s preferences toward ethnic food and the influence of psychographic variables in consumer’s decisions. A nested logit model is employed for this purpose, with a two level nesting structure: the first decision is whether or not to consume ethnic food at all; and the second decision combines ethnic cuisine and the consumption situation. The experiment contemplates three cuisines, Mexican, Asian and Arab; and three consumption situations: restaurant, take away and preparation at home. Three psychographic variables are used to investigate the opt-out decision, which relate to the degree of food neophobia, ethnocentrism and personal values. These personal traits are investigated by means of scales well documented in the literature that allow the classification of consumers into segments. The results show that the probability that a consumer decides not to choose ethnic food in any of the consumption situations provided, increases in the segments defined as relatively more neo-food phobic, ethnocentric and focused more towards personal development rather than socialization.

Using Deliberative Methods to Understand Travel Choices in Context of Climate Change

Abstract: This paper reports on a 2-year study in England with the overall aim of determining what the public understands by climate change and how it sees transport contributing to it. The research involved a longitudinal study with 140 participants split into five socioeconomic life stage groups in different parts of England. Each group took part in five deliberative events in which the participants were given the opportunity to express their views in an open forum, to challenge each other, and to direct the information they received and activities in which they took part. While these events formed the core of the project, it is well understood that there is a gap between stated intentions and actual behavior, and the project therefore also required the participants to complete four 1-week travel diaries and two psychographic questionnaires through the course of the study. The information from the travel diaries was analyzed to represent the associated amount of carbon consumption and fed back to the participants as part of the study. This paper describes the research process and presents some of the materials that were developed and used in the study. It then reflects on what each element of the research methodology brought to the study and the combined impact of using the different methods both during the study and in interpreting the findings. The paper concludes by addressing the strengths and limitations of the deliberative approach, in studying not only climate change and transport but also broader policy issues.

A Pluralistic Analysis of Housing Renovation Choices in Brisbane

Abstract: Housing renovation is a major activity for many consumers in Australia, and its growing popularity in recent years has been reflected not only by it share in GDP but also by publicity it receives via home exhibitions and numerous TV renovation shows. Despite this, and despite similar experiences in other countries, research on how decisions in this sector are made is still quite sparse, a major restraint being the limitation of secondary data. This thesis attempts to improve knowledge in this area while at the same time exploring the feasibility and benefits of doing applied economic research in a pluralistic manner. From the perspective of mainstream economics, individuals’ decision-making in the context of renovation can be modelled in terms of utility/profit maximization subject to a budget constraint. The literature that has attempted to follow this research strategy is reviewed in Chapter 2, as is research undertaken in sociology that has been partly informed by behavioural economics. The economic literature fails to recognize the possible importance of social influence and psychological factors in this context. This could be unfortunate, as these factors, which are seen as important in some other economic paradigms, may explain how some renovators get derailed from rational decision-making. The methodology of pluralism offers a way to bridge between these divergent arguments by keeping mainstream insights in mind whilst at the same time adopting an ‘open-minded’ rather than ‘autistic’ attitudes towards different paradigms and embracing ‘realistic’ aspects (e.g. limits to individuals’ rational behaviours) rather than assuming them away. Chapter 3 examines the case for pluralism and shows that although debate in economics is often couched in terms of a battle between fundamentally opposed ‘mainstream’ and ‘heterodox’ views, a deeper analysis of sub-paradigms reveals a complex web of partially overlapping core ideas. Once this richer view of schools of thought in economics is recognized, orthodox economics and heterodox economics are not necessarily incompatible but rather seem potentially complementary. Despite renovation being a popular topic in Australia, relevant micro-data regarding individuals’ choices and their social and psychological attitudes towards renovation are in short supply. Therefore, unlike most previous renovation studies using published secondary data, this study involved the collection of primary data by a survey mailed to a sample of Brisbane residents in late 2006 and early 2007. Chapter 4 explains this choice of method, which provided data on respondents’ decision-making regarding renovation, their demographics, and social and psychological factors. This data set was used to analyse the following four topics: individuals’ decision to renovate or not (Chapter 5); renovators’ choice between using their own labour (DIY) or outsourcing the work (Chapter 6); psychographic segments of ‘non-renovators’, ‘DIY-renovators’ and ‘Hire-renovators’ (renovators who outsource the work) (Chapter 7); and factors shaping renovators’ tendencies to engage in overcapitalization and cost escalation in their renovation projects (Chapter 8). The pluralistic philosophy is applied in an addition way to analyse these issues, since the study used a variety of statistical techniques. The empirical results reveal that this dual form of pluralism—involving theoretical inputs from a variety of paradigms (including both ‘old’ and ‘new’ behavioural economics, socio-economics and others) and a variety of analytical techniques (cluster analysis, logistic regression and others)—does indeed widen our understanding of this topic. Generally speaking, the empirical finding stresses the importance of psychological factors in the context of individuals’ decision-making on renovation. In analysing individuals’ decisions to renovate or not, it is shown that, besides conventional factors (such as age of respondents), the psychological factor ‘perceived self-performance in renovation’ is crucial: individuals are more likely to embrace renovation if they perceive highly their ability to handle the renovation process. In exploring renovators’ decisions to engage in do-it-yourself (DIY) or hire others to do the work in their latest renovation projects, besides factors such as the scope of the project and renovators’ capabilities, the psychological factor ‘trust in contractors’ plays an important role: renovators are more likely to choose to use their own labour if they are uncertain about contractors’ reliability while those who outsource renovation works are in general more trusting than those who engage in DIY. The exploratory psychographic analysis of heterogeneous groups within each of the three groups (non-renovators, DIY-renovators and Hire-renovators) indicates the necessity of recognizing the heterogeneity the population when designing policies to improve the efficiency of the renovation market. In the investigation of renovators’ mistakes that lead to overcapitalization and cost escalation, psychological factors did not show their expected strong influences on either of these phenomena. However, it was found that the factors related to the project itself, especially the scope of the project (approximated by ‘time spent on preparation’) and the age of house, influence renovators’ overcapitalized spending and the extent of their cost escalation.

Are Greeks Ready to Enhance the Fair Trade Market

Abstract: This paper presents a consumers’ survey in Thessaloniki, Greece with regard to the fair trade products. A sample of 500 households from the Thessaloniki Municipality was selected through the one-stage area sampling in combination with the systematic method. One member of the household, above 18 years of age, served as interviewee. As the fair products have been recently introduced in the Greek market by the Altromercato shops of Fair Trade Hellas, the aim of this study was to reveal the consumers’ intentions to buy them. Marketing research may provide a sober basis to the management of Fair Trade Hellas, sufficient to build an optimum strategy on it. It was assumed that consumers’ awareness, beliefs and attitudes with regard to the Fair Trade movement might influence their intentional purchasing behaviour. Thus, consumers’ intentional purchasing behaviour was investigated in the light of a set of possibly influential factors, such as their awareness, past behaviour and level of satisfaction with regard to the fair products and their specific attitudes towards fair trade principles and objectives. Previous research has already revealed that there are values hidden behind any socially responsible behaviour, or ethical consumption choices. So, socially oriented psychographic characteristics, such as universalism, power, collectivism and individualism were chosen to be added in the investigation. Selected demographic characteristics were also included. It was found that there is a potentially 30% target group of intentional fair purchasers. These consumers hold strong positive attitudes towards the principles and objectives of Fair Trade. They share strong universalistic and collectivistic values, while low values of power and individualism. They are rather young, highly educated, hard working either as employees or professionals and thus earning medium yearly incomes.

Productive Play 2.0: The Logic of In-game Advertising

Abstract: Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.

The determinants of online security concerns and their influence on e-transactions

Abstract: Drawing from the perspective of consumers' risk perception, this study examines the determinants and consequences of online security concerns and assessed the interrelationships among these constructs with a path analysis. Using the secondary survey data from a representative sample of the US adult population, this study finds that consumer characteristics such as psychographic, behavioural and demographic factors serve as determinants in explaining online security concerns which, in turn, affect e-transactional activities. This study also highlights that online security concerns play a mediating role on the effects of various consumer characteristics on e-transactions. In addition, the implications for public policy-makers and e-marketers are discussed.

Understanding Consumer Reactions to Offshore Outsourcing of Customer Services

Abstract: Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in many developed countries. However, there is hardly any research on how outsourcing of customer services may influence individual consumers, their perceptions, attitudes and behaviors. In this chapter, the authors first review the extant literature in the country-of-origin and services marketing areas to highlight key concepts and theories relevant to this area. Next, they show how offshore outsourcing of customer services may influence consumer perceptions about service quality, brand image and brand loyalty on one hand and impact customer satisfaction, complaint behavior and repurchase intentions on the other. The role of several relevant demographic and psychographic variables IDEA GROUP PUBLISHING This paper appears in the publication, Outsourcing and Offshoring in the 21st Century: A Socio-Economic Perspective edited by Harbajan Kehal and Varinder Singh © 2006, Idea Group Inc. 701 E. Chocolate Avenue, Suite 200, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.idea-group.com ITB12347

A Psychographic Profile of Users of Internet-Related Technologies in Serbia and the Ukraine

Abstract: Internet penetration rates vary considerably worldwide and international marketers need to devise effective online communications for multiple segments. While Internet markets with high penetration rates have been the focus of prior research, this study's main objective was to devise a way of discriminating between Internet users using individual psychographic (vis-a-vis demographic) variables in low penetration types of Internet usage. If firms seek to attain market leadership in the many market segments spawned by Internet-related technologies, psychographics offer the potential for distinguishing between various types of users.

How to Meet the Needs of Train Travellers? A Successful Customer Segmentation Model for Public Transport.

Abstract: Customers’ needs should be the starting point of the provision of services for railway companies. Dutch Railways uses a segmentation model which affords a greater insight into the psychographic needs of train passengers. By revealing the needs of different types of people and the size of the different segments, this segmentation model allows the authors to check whether the current provision of services meets the customers’ requirements. The understanding of these needs enables the development of new,and unfulfilled services. The segmentation model has been used to transform the provision of services both in the trains and on the stations, as well as to train employees so that they can cope better with the varying needs of customers. This allows train passengers to have a greater appreciation of the total train journey.

Media consumption: Using social attitudes to segment society – a typology of a South African sample

Abstract: In this, the first of a two-article series, an attitudinal typology was developed for use in a subsequent study of media consumption and psychographic variables. The current study used multivariate statistics to identify types of individuals who are similar to one another, across multiple measures of attitudes towards social issues. Agglomerative hierarchical cluster analysis of data from 11 533 South Africans, aged 16 years and older, revealed six distinct types based on the component ‘attitudinal variables’. The types were labelled Contemporaries, Conventionals, Unconcerneds, Self-involveds, Old-schoolers and Confidents. Preliminary analysis of available demographic variables revealed significant differences for age, population group, gender, work status, home language, SAARF Lifestages and SAARF Universal Living Standard Measure (SU-LSM®) for the six types. The typology illustrates the possibility of empirical identification of distinct attitudinal types of a South African sample. Methodologic...

Why are buyers loyal? Exploring the role of psychographics on loyalty performance and market structure of brands

Abstract: Research on brand loyalty from the repeat purchase approach has extensively aimed at describing the structure of the market and defining loyalty patterns. Various models, such as the NDB-Dirichlet, have been used successfully to describe patterns and structure of the markets. A drawback of such models is their inability to incorporate the way buyers' characteristics and psychographics influence the overall market structure and loyalty performance in repeat purchase occasions. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. This paper aims to provide an approach of estimating the effect of psychographics on loyalty performance and market structure of brands through revealed preference data.

The impact of cultural values on marketing of Chinese national parks: an exploratory research for communication strategy

Abstract: The aim of this study is to draw out the principle values of Chinese tourists to national parks in China so as to improve the parks communication strategy to consumers. The literature clearly provides support and empirical evidence linking both culture and consumption. Cultural values have been shown to be efficient, measurable sets of variable that are fewer, more centrally held and more closely relating to consumer behaviour than demographic and psychographic measures. The data were obtained from a questionnaire on Chinese cultural values, which was distributed to a sample of 133 visitors to national park Potatso. After a descriptive analysis and a factor analysis, we propose some values that can be used in communication strategy to increase the number of visits to Chinese national parks

Who and Why? Demographic and Psychographic differences between consumers who have altered their shopping behaviour during a recession and those who have not

Abstract: Research suggests that people differ in terms of changing their shopping behaviour during a recession. This paper reports on a preliminary descriptive study assessing what influences those consumers who have altered their shopping behaviour during such times. Driving the alteration of shopping behaviour were both demographic (age, gender, education, and nationality) and psychographic variables (attitudes, and head vs. heart decision making). Overall, the findings show that there are statistically significant differences between the two groups’ that marketers can address in their marketing strategies during the recession.

The market segmentation in Malaysia by using psychographic dimensions

Abstract: The rapidly changing market place environment has resulted in a majority of consumers at both national and international levels feeling confused and facing difficulties in making decisions. Among the contributing factors towards the phenomena are over-selection of products and services, sophisticated and complex products, innovative marketing communication, dumping of counterfeiting products and similarities in branding. In the same development, many scholars and researchers have long acknowledged the importance of knowing why customers choose a particular product and service and the factors that influence them to make the selection. In response to this competitive environment, scholars in the marketing field have introduced the concept of differentiation and market segmentation. The purpose of market segmentation is to identify the taxonomy of consumption patterns by dividing a market into several homogeneous sub-markets. By using this concept, marketers can formulate product strategies, or product positions, tailored specifically to the demands of these homogeneous sub-markets which are defined by predetermined segmentation variables (Chin, 2002, p.249) while companies can increase profitability by utilizing market segmentation. Furthermore, segmentation can also enhance marketing effectiveness and develop or maintain an organization’s ability to benefit from identifiable marketing opportunities (Weinstein, 1987 in Quinn, Hines and Bennison, 2007).

The importance of implementing crm in cost management

Abstract: Swiftness and adaptability are the keywords of the third millenium. The real-time sending of information allows companies to anticipate their customers‟ needs and world market evolution, to face the growing stronger competition. Information technology has a fundamental role in implementing a CRM strategy with the purpose of maximizing profitability through a subtle segmentation of the customer portfolio. Information technology determines strong relations between the firm and its customers, facilitated by the appearance of databases, integrated information systems, data depository, Internet applications, etc. The companies must look at their customers like true financial assets that need to be managed in a way that maximizes their value. They need to redefine their marketing strategies in order to raise customers‟ share and value obtained in the third steps of their life cycle: attraction, devotion and development of relations. In practice, CRM involves buying hardware and software that allows the companies to obtain detailed information about customers, which could be used for a better segmentation and positioning. The companies can find out plenty about what their customers are really interested in by examining past acquisitions, and the demographic and psychographic variables. Through efficient managing of customer information, the companies can better their methods and techniques of attraction, devotion and development of customer relations. The main advantages of using information technology in CRM are:  the ability to contact a large number of prospects  swiftness: the distribute database and web technology allow real-time information exchange with the customers  growing reactivity: the ability to notice any change in the request and to respond by adapting the offer

Positive Word of Mouth: Does Generational Membership and Psychographic Characteristics Matter?

Abstract: Other title: ANZMAC 2009, sustainable management and marketing conference. The specific question that this paper seeks to answer is: are psychographic culturallyanchored values antecedents to positive word of mouth intention independent of an individual’s generational (Generation Y rather than Generation X) membership? This question has important implications specifically for university leaders and more generally to service-based industries. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y’s positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance; whereas Generation X’s was only high collectivism. This paper concludes by outlining the implications for future research of Generation Y for university leaders tasked with enhancing positive word of mouth in current students and alumni.