Showing papers on "Psychographic published in 2012"

Re‐examining green purchase behaviour and the green consumer profile: new evidences

Abstract: Purpose – This paper aims to re‐examine the determinants of ecologically conscious consumer behaviour (ECCB) by analysing the green consumer profile (socio‐demographic and psychographic variables), building on the work of Straughan and Roberts. Moreover, the study explores the determinants of effective green purchase behaviour (GPB) considering ECCB and green purchase intention (GPI) previously evaluated.Design/methodology/approach – The authors conducted a quantitative study based on an online survey. Data collection was implemented in two different phases: in the first phase ECCB, GPI and profiling variables were measured. One month later, the same respondents evaluated their effective GPB. Through path analysis the effects of ECCB and GPI on GPB were measured.Findings – The results show that psychographic variables, with emphasis on perceived consumer effectiveness (PCE) and altruism, are more relevant than socio‐demographics in explaining ECCB. The consumers with higher ECCB have shown higher green pu...

Determinants of tourist expenditure: a review of microeconometric models

Abstract: This paper presents a comprehensive review of the econometric approaches for the analysis of tourism expenditure at individual level. The attempt to consider only regression models is novel in literature. The paper resumes 86 papers and 354 estimates of econometric models from data at individual level, ranging from 1977 to the early 2012. Discussion focuses on models used, dependent variables, explanatory variables by category and their effect on expenditure. The most frequently used explanatory variables were income, socio-demographic and trip-related, and were tested mainly through classical regression techniques (OLS, quantile, Tobit and two-step, logistic). Future research directions should concern the exploration of new evidence through novel methodological techniques, a more extensive use of psychographic variables and a stronger relation to economic theory.

Measuring psychographics to assess purchase intention and willingness to pay

Abstract: Purpose – Marketing managers routinely use purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support them. Yet, the indication from empirical investigations regarding the link between respondents' stated intentions and their actual behavior is not as clear. Predicting which consumer will purchase an environmentally friendly product, the research remains split, particularly when it comes to perceived “trade‐offs” between the environmental benefits, quality, and cost. In this regard, previous research has fallen short in examining consumers' actual purchase behavior versus self‐reported purchase intentions. This paper seeks to address these issues.Design/methodology/approach – This study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey and the Vickrey auction method.Findings – The results show that respondents expressing a high intention to purchase environ...

Importance of Green Hotel Attributes to Business and Leisure Travelers

Abstract: This study assessed the environmental attitudes of business and leisure travelers, their green behavior at home, and the level of importance they place on having different green attributes in a hotel. A sample of 571 business and leisure travelers completed an online survey. Correlation analysis and t tests were used to test for differences between the two groups. Results indicated that business and leisure travelers are very similar when rating the importance of specific green attributes. The study has practical implications for management in terms of advertising and marketing strategies targeted to specific segments that may desire green hotel attributes. This research also fills a gap in the literature about green hotel attributes and further extends the research relating to business and leisure travelers' psychographic characteristics, especially in relation to green attributes.

Canadian Organic Food Consumers' Profile and Their Willingness to Pay Premium Prices

Abstract: Organic food (OF) consumers are concerned with health, safety, and quality of food they eat. However, not all OF consumers are equally “organic.” This article aims to offer more insights into the organic consumers’ profile by clustering Canadian OF consumers into market segments based on their usage rate and psychographic characteristics. Results show 3 distinct segments of OF consumers varying significantly in their motivations to buy OF in their lifestyles but not in their demographics. The article also investigates these consumer segments’ willingness to pay (WTP) premium prices for OF products. WTP is thus not only determined by food category but also by type of consumer. Results also point out significant linkages between psychographic characteristics and WTP for OF.

Segmenting customers in online stores based on factors that affect the customer's intention to purchase

Abstract: This study has proposed an approach that enables online stores to offer customized marketing by segmenting their customers based on customers' psychographic data Online stores can concentrate on more profitable activities by identifying customers' value as they segment their customers into a few groups of customers with similar intentions to purchase To segment online customers, based on previous research that explains the behavior of online customers regarding purchasing, the approach has employed the factors that affect the customers' intention to purchase on the Web We integrated the clustering results of SOM (self-organized map) and the k-means algorithm into a single model Online stores can develop promotional marketing and offer personalized service for e-customers, who are more valuable and more promising, according to the market segments presented by our approach

Meta-synthesis of player typologies

Abstract: This paper investigates different ways in which players have been categorized in game research literature in order to distinguish relevant customer segments for designing and marketing of game’s value offerings. This paper adopts segmentation and marketing theory as its bases of analysis. The goal is to synthesize the results of various studies and to find the prevailing concepts, combine them, and draw implications to further studies and segmentation of the player base. The research process for this study proceeded from large literature search, to authorcentric (Webster & Watson 2002) identification and categorization of previous works based on the established factors of segmentation (demographic, psychographic, and behavioral variables) in marketing theory. The previous works on player typologies were further analyzed using concept-centric approach and synthesized according to common and repeating factors in the previous studies. The results indicate that player typologies in previous literature can be synthesized into seven key dimensions: Skill, Achievement, Exploration, Sociability, Killer, Immersion and In-game demographics. The paper highlights for further studies the self-fulfilling and self-validating nature of the current player typologies because their relatively high use in game design practices as well as discusses the role of game design in segmentation of players.

Segmentation and brand positioning for Islamic financial services

Abstract: Purpose – The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS).Design/methodology/approach – In‐depth interviews were conducted with individuals in managerial positions among the key market players in the IFSI to explore the segmentation of consumers and their buying motives.Findings – Four segments of IFS consumers emerged, namely, Religious conviction group; Religious conviction and economic rationality group; Ethical observant group; and Economic rationality group. These segmentation groups were appropriately categorized through a psychographic (value)‐based approach.Research limitations/implications – The empirical findings of this study pave the way for embarking on promising and relevant future research, which is needed to substantiate and enrich the academic understanding and managerial practice of linking market segmentation and brand p...

Does advertising matter to store brand purchase intention? A conceptual framework

Abstract: Purpose – The hottest trend in retailing is the emergence of “premium” store brands. Though store brands are treated as important players in grocery store strategies, many retailers prefer price over quality and often prefer to invest in store promotion, while neglecting brand advertising. This paper's aims are to propose a conceptual framework, integrating advertising‐related psychographic factors which will be empirically tested.Design/methodology/approach – Data were collected through a survey of 206 participants randomly recruited among adult grocery shoppers. The study employs a factor analysis method following path analysis using AMOS 17 and structural equation modeling (SEM), based on the maximum likelihood approach.Findings – The results show the salience of creating a strong and sustainable store brand through advertising and innovation. A store brand's perceived quality was found to be the most important factor in predicting store brand purchase intention, and advertising was found to have an in...

Predicting negative consumer reactions to services offshoring

Abstract: Purpose – The purpose of this paper is to examine behavioral changes by consumers (i.e. changing time of day they contact a firm, requesting a domestic service provider, and ceasing doing business with the firm) when faced with being provided a service from abroad.Design/methodology/approach – Data were collected from a pre‐recruited internet panel of 394 American consumers. Hierarchical regression analysis, including demographic and psychographic variables, was employed to determine which variables were instrumental in predicting behavioral changes among consumers when being provided a service from abroad.Findings – The results suggest that American consumers are wary of services offshoring and that psychographic variables (boycott issue importance and negative word of mouth) are more instrumental than demographic variables in predicting behavioral changes by consumers.Research limitations/implications – Future research should examine consumer attitudes about services offshoring from populations in count...

Who takes part in triathlon? An application of lifestyle segmentation to triathlon participants

Abstract: Triathlon has grown and therefore it is important for managers and marketers of triathlon events to know more about their participants. The purpose of this study is to investigate the characteristics of triathlon participants and segment the overall market into smaller segments of consumers. Data on the behaviour, psychographics (lifestyle), and demographics of triathletes was collected by means of an online survey in Germany (n = 786). Lifestyle segmentation was undertaken using a k-means cluster analysis which suggested three clusters. They were labelled serious pursuiters, sport lovers, and socialisers depending on the activities and interests they have in their leisure time. The chi2-test revealed significant differences among clusters in terms of age, gender, years of participation, time of practice, and expenditure. The findings have implications for several stakeholders and allow them to specifically target different groups of triathlon participants.

A Three-Country Study of Unethical Sales Behaviors

Abstract: A major challenge in global sales research is helping managers understand sales ethics across countries. Addressing this challenge, our research investigates whether a few demographic variables and psychographic variables reduce unethical sales behaviors (USBs) in Canada, Mexico, and the USA. Further, using literatures associated with business ethics, national culture, and customer orientation advocacy, we hypothesize why sales managers should expect similarities and differences in USBs between countries. We tested hypotheses using a sales contest scenario and six USBs, examining survey responses from 948 business-to-business salespeople of a multinational company’s sales force in Canada, Mexico, and the USA. The results reveal that several psychographic variables (such as commitment, relationship to sales manager, and achievement need) affect salespeople’s tendency to engage in USBs differently in each country. In addition, business ethics, individualism, and customer orientation advocacy associated with each country can be used to anticipate similarities and differences in USBs between countries. This research offers important theoretical contributions and implications for more effectively managing sales forces and reducing USBs across countries.

Consumers' preferences for private and national brand food products

Abstract: Consumers’ choice of private brands reflects distinct differences in terms of product categories, and indications are that demographic and psychographic factors are also influential in terms of the sales of private vs. national brand foods. This study investigated the relationship between selected demographic and psychographic variables and consumers’ brand preferences for selected food products in a South African context. A mall intercept, interviewer-administered questionnaire was used to collect data (n = 620) in an urban area at prominent supermarkets. Findings revealed that consumers’ choice of private brands is probably associated with the product category. Although the present study could not expose significant relationships with psychographics for different grocery products, certain demographic factors seem noteworthy. Home language and education level seemed to be more significant indicators of brand preference, which suggests that consumers’ ability to interpret label information may be influential. This study concluded that brand preference depends on specific demographics for each product, and that psychographic factors were not significant in terms of product choice. Brand preference research therefore seems to be product and region specific and related to specific demographic variables.

Systems and Methods for Contextual Recommendations and Predicting User Intent

Abstract: Aspects of embodiments of the present invention pertain to a system and method for supplying targeted contextual recommendations, advertisements or commercial offers to mobile users based on their interest graph and spacio-temporal map of each user's mobile activities and behavioral patterns. A novel powerful likely intent score is computed based on leveraging both the interest graph and computing persona similarities based on psychographic analysis and spacio-temporal activity maps.

An Investigation of the Demographic, Psychological, Psychographic, and Behavioral Characteristics of Chinese Senior Leisure Travelers

Abstract: This study was designed to investigate those variables that would provide a fuller description as well as a segmentation of the views of Chinese senior leisure travelers from the People's Republic of China. The empirical data of this study suggest that Chinese seniors comprise a collection of submarkets based on travel frequency, each with its own characteristics with respect to demographic variables, reasons or motivations for leisure travel, attitudes toward leisure travel, perceived barriers preventing them from taking leisure trips, activities they do during a leisure trip, criteria used to select a travel destination, and the use of the Internet in their travel behavior. The findings of this study provide a foundation for a variety of marketing strategies aimed at the market for Chinese senior leisure travel as well as for cross-cultural comparisons. This study thus makes significant contributions to senior tourism by extending our understanding of senior travel behavior in an important, emerging mar...

Do generational membership and psychographic characteristics influence positive word of mouth in a university context

Abstract: The specific question that this paper seeks to answer is: do psychographic culturally-anchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implications for service-based industries like universities. 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. Generation X's had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni.

Customer intention to adopt a fee‐based advisory model: An empirical study in retail banking

Abstract: Purpose – The paper aims to identify which factors determine (German) retail banking customers' intention to adopt a new remuneration system for financial advice. The new system is a pay‐per‐use advisory model that supersedes existing commission‐based advisory approaches.Design/methodology/approach – The paper develops and tests a comprehensive conceptual framework that includes perceived innovation characteristics, relationship quality, and socio‐demographic and psychographic variables to explain adoption intentions of the new remuneration system. The data come from a survey among clients of a large German retail bank.Findings – Perceived innovation characteristics (i.e. relative advantage) largely determine the intention to adopt the fee‐based advisory model. Consumer and relationship quality variables do not directly impact adoption intentions, but have an indirect effect through influencing perceived innovation characteristics and moderating their relative importance. Relationship quality indicators, ...

Information Search and Purchase Patterns in a Multichannel Service Industry

Abstract: For many consumer service industries, it is critical that marketers understand the segmentation implications of online information search. The potential migration of consumers from “brick-and-mortar” to “bricks-and-clicks” offers a unique perspective on multichannel strategies. This research considers how competitive forces, availability of consumer information, and the changing role of traditional channel structures (e.g., sales agents) might affect the search and purchase phases. In the context of the automotive insurance market, this research found significant differences in search preferences, benefit/cost perceptions, demographic characteristics, and psychographic characteristics among four information search segments. Key distinctions were identified between single channel and multichannel auto insurance consumers.

Propensity to shop: Identifying who shops til they drop

Abstract: Tourist shopping expenditure is a vital ingredient which contributes significantly to the gross domestic product (GDP) of the nation. Past research has stressed the importance of specific demographic variables related to shopping behavior; however, it has not included interactions between or configurations among demographic variables, shopping related psychographics, and shopping destinations. This study seeks to address that gap. The data was collected from a large representative sample of 26,686 Australian domestic short-stay visitors. Binary logistic regression found that demographic variables and their specific interactions were significantly related to tourist shopping behaviors as well as psychographics, trip motivation, and their shopping destination propensity, when tested simultaneously. The findings assist destination marketing managers to identify and target specific domestic short-stay tourist shoppers.

Short-medium Term Tourist Services Demand Forecasting with Rough Set Theory

Abstract: The need to understand more in depth tourism demand trends and the aim to provide the tourist operators and the policy makers with innovative predicting tools are the key points of our research. In tourism literature predicting tourist demand has become a flourishing theme of research at a macroeconomic level, while the study is still lacking at a microeconomic level. Our attention is focused on analyzing Italian tourists’ behaviours on the basis of statistical surveys on households, life conditions, incomes, consumptions, travels and holidays. Data analysis is performed by means of Rough Sets Theory, a Data Mining technique which, unlike more traditional time-series and econometric models, can easily manage categorical variables. Data were provided by GfK Eurisko and concern social, cultural and behavioural trends in Italy, collected by means of a psychographic survey. Some interesting relations between consumer behaviours and corresponding tourism consumption choices are obtained in terms of decision rules.

Symbolic and functional brand effects for market segmentation

Abstract: This study investigates the interrelationships among brand personality, brand preference, customer perceived value, and golfers’ performance in the context of Taiwan’s golf clubs market. The theoretical and statistical relationships among these constructs are developed and verified. Using survey data from 345 out of 1,000 randomly selected golfers, this study employs ANOVA, Factor Analysis, and Discriminant Analysis to examine the research hypotheses. The findings reveal that (1) notable brand personality factors including Reliability, Fashion, Masculine, Excitement, Wholesome, Leadership, Sentiment, Feminine, and Uniqueness could explain brand preference to a large extent, (2) golfers’ customer perceived value regarding various golf brands are considerably dissimilar, and (3) golfers’ deviation in performance significantly relates to brands. In addition to conventional bases for market segmentation (i.e., demographics, psychographics, lifestyles, etc.), this paper clearly provides practical guidelines of implementing brand personality for market segmentation and promotion strategies. Brand personality proves to be a useful segmenting variable. The findings and the statistical results offer supportive evidence for implementing appropriate branding management on both functional (i.e., customer perceived value and performance) and emotional attributes (i.e., brand personality) in order to enhance competitiveness.

Tell me who you think you are and I tell you how you travel : Exploring the viability of market segmentation by means of travelers' stated personality: Insights from a mature market (Switzerland)

Abstract: People travel to different destinations for different reasons. In this study, we investigate the viability of market segmentation by personal traits (based on and exemplified by Jungian's MBTI variables) of travelers from Switzerland, by performing a data-driven a posteriori segmentation by means of k-means clustering. To identify the segmentation power of personal traits, this analysis is complemented with a multiple discriminant analysis as well as a number of contingency tests to identify differences between the segments. We identified four clearly definable segments, which differ in terms of the psychographic traits of the segment members but also in terms of some sociodemographic characteristics as well as travel profiles. Despite a growing body of work on classical market segmentation, there is a growing but still limited number of works on potentialities of psychographic approaches relating to a traveler's traits and/or personality as a segmentation basis in tourism.

French nature-based tourist potentials to Norway: Who are they?

Abstract: Nature-based tourism is perceived as a substantial and growing market for many countries such as Australia, New Zealand, and Norway However, despite detailed research into the analysis of motivations and activity preferences of tourists after a tourist experience, little research has been conducted into identifying potential nature-based tourists' destination choice prior to visitation Knowledge of these previsitation perceptions of a country's nature-based tourism offerings as perceived by these possible tourists is important for market segmentation and targeting purposes and subsequent marketing campaigns The present study outlines a sequential procedure to reveal nature-based tourism potentials to norway followed by an online questionnaire of French residence A two-step cluster analysis is run to segment tourists by their prechoice motivational preferences (psychographics), number of activities sought (behavioral), age, education, employment, gender, household income, household size, marital status (demographic), and region (geographic) A total of 2,010 French residents who exhibit an interest in nature-based vacations and visiting Norway are segmented into three valid groups according to their variations It is concluded that these segments differ based on the 10 identified variables As a result of the findings, recommendations are made including utilizing all four segmentation bases to target the three segments Future research opportunities are also outlined

Environmentally conscious behavior among Malaysians consumers: an empirical analysis

Abstract: This paper aims to investigate the influence of demographic and psychographicv variables on environmentally conscious cosumer behavior (ECCB)v in the context of Malaysian consumers. A survey was developed and administered. generating a total sample of 319 respondents across the country. The preliminary results indicated that all of the variables examin ed were significantly correlated to ECCB, expert for income. Later the analysis from the regression highlighted that only age, gender and perceived consumer effectiveness (PCE)were significant predictors to ECCB. The findings confirmed that, in terms of psychographic variables, PCE has been proven to be more accurate and significant determinant than environmental concern (EC) for segmenting and explaining different segments and characteristics of pro-environmental behavior .These findings may assist Malaysian policy makers in formulating actionable decisions related to environmental education and protection.The finding also allows marketers to use marketing and awareness-raising campaigns to encourage consumers to choose environmental friendly products.

Segmenting Taiwanese Travelers on Cruises in North America: Comparing the Involvement and Cluster Approach

Abstract: The cruise industry is the fastest growing category within the leisure market Asia is a large market and a potential growth area for the cruise industry Within Asia, the Taiwanese cruise market has grown substantially since 1997 The involvement construct is an important psychographic facet of consumer behavior Involvement is defined as a person's perceived relevance of the object based on inherent needs, values, and interests Past research has linked the level of involvement to travel motivation for leisure choices, including travel Cluster analysis is a classic market segmentation approach that has been extensively used in the tourism literature The cluster approach has been used to understand travel motivations, satisfaction, dining choices, etc However, no studies have presented a comparison of the two methods There are only a few research studies on cruise vacations Furthermore, no studies have identified the involvement levels of Taiwanese cruisers and segmented the Taiwanese cruise market

Consumer Perception Towards Organic Food Products in India

Abstract: Consumers worldwide are becoming health conscious and are concerned about nutrition (Hart, 2000) and the quality of food consumed. Consumers are also increasingly concerned with food safety issues taking into consideration, the recent salmonella case in Germany and elsewhere. Gil, Gracia and Sanchez (2000) have investigated that consumers are getting health conscious and are paying more attention to quality of food consumed. Therefore, food must deliver an added value that are sought after by consumers besides basic hedonistic and functional needs such as nutrition, taste, health, favorable price-quality ratio, etc., in the selection of food. This added value may be perceived in the form of ecological, social and individual benefit. A study on consumer perception towards organic food products may add insight into the nascent but emerging organic food industry in India. The review of related literature in the area of organic food products and consumer perception studied has provided many insights for the study. It has also provided direction in designing the present study. A number of researchers have identified various factors that influence consumer perception of organic food products mainly in developed countries. Some studies have also been undertaken in Asian countries like Malaysia and Indonesia. Very few researchers have attempted to focus in detail the various factors that influence consumer perception towards organic food. Having reviewed several studies and having identified the gap, the investigator felt an imperative need to undertake the present investigation. Keywords: Demographic Factors, Organic Food Products and Psychographic Factors Influencing Consumer Perception

Software service infrastructure indexing user demographics, interests and expertise

Abstract: This disclosure pertains to methods and systems for predicting demographics and psychographics of any application object (user or item), and matching them to other objects based on an aggregated similarity scores derived from location and unstructured textual data. In some embodiments, vector-space representation may be used for matching, with demographic weights dynamically computed, for example, based on census data distribution information. Psychographic similarity may be computed, in some embodiments, on the basis of both non-classical semantic relatedness—finding implicit connections between terms in a knowledge source, and categorical information embedded in the knowledge source, preferably a large corpus such as Wikipedia.