Showing papers on "Psychographic published in 2016"

Inferring consumer affinities based on shopping behaviors with unsupervised machine learning models

Abstract: Provided is a process of discovering psychographic segments of consumers with unsupervised machine learning, the process including: obtaining a first set of consumer-behavior records; converting the first set of consumer-behavior records into respective consumer-behavior vectors; determining psychographic segments of consumers by training an unsupervised machine learning model with the first set of consumer-behavior vectors; obtaining a second set of consumer-behavior records after determining the psychographic segments of consumers; converting the second set of consumer-behavior records into respective consumer-behavior vectors; classifying the second set of consumer-behavior vectors as each belonging to at least a respective one of psychographic segments with the trained machine learning model; and predicting based on the classification a likelihood of the respective consumer engaging in behavior associated with a corresponding one of the psychographic segments.

A new perspective on the Plog psychographic system

Abstract: This research evaluates Plog’s model of allocentricity and psychocentricity in order to test its effectiveness as a predictor of travel behavior. While some of Plog’s psychographic system’s behavio...

Consumer perceptions of farmed fish : A cross-national segmentation in five European countries

Abstract: Purpose The purpose of this paper is to investigate possible cross-cultural consumer segments in the EU aquaculture market and provide direction and focus for marketing strategies for farmed fish products. Design/methodology/approach Selected psychographic constructs (i.e. category involvement, domain-specific innovativeness, subjective knowledge, suspicion of novelties and optimistic bias) are tested as segmentation basis with the objective of defining a number of cross-border consumer segments with distinctive and clear-cut profiles in terms of consumer perceptions towards farmed fish. Findings Based on the consumer psychographic profiles, three distinct segments are found: involved traditional, involved innovators and ambiguous indifferent, of which the first two constitute especially interesting targets for market positioning strategies for aquaculture products. Practical implications The results of the segmentation analysis opens new horizons in terms of positioning and differentiation of fish products from the aquaculture industry according to the most important potential market segments. Originality/value The current research brings insights into different pan-European consumer segments and their characteristics that allow for a corresponding differentiation strategy within the aquaculture industry. The fact that the segments tend to be uniform across all countries suggests a relatively homogeneous or converging European fish-related culture.

Store brand evaluative process in an international context

Abstract: Purpose – The purpose of this paper is to analyse the relationships between the different phases of the store brand (SB) evaluative process (i.e. attitude, preference and purchase intention) in an international context and to investigate how each of them is influenced by selected perceptual characteristics of consumers, psychographic consumer traits and product evaluative criteria. Design/methodology/approach – The data were obtained from a survey of 1,118 shoppers from six different countries. Consecutive chained multiple and logistic regression models that incorporated the main antecedents into each stage were applied. Findings – The main results are as follows: first, quality inferences based on brand image and reputation have a significant positive effect on SB attitude; second, shoppers’ propensity to explore and their risk perceptions are antecedents of SB preference rather than SB attitude; and finally, impulsiveness has a significant positive impact on SB purchase intention. Practical implications...

Psychographics of comparison shoppers

Abstract: Purpose – The purpose of the paper is to identify the psychographics of comparison shoppers. How do comparison shoppers differ from their counterparts? This question has remained unaddressed in extant literature. Design/methodology/approach – Two separate surveys of convenience samples of consumers were used to identify comparison shoppers and non-comparison shoppers and their profiles. Findings – Comparisons shoppers enjoyed shopping more and were on a tight budget. They also saw themselves as smart shoppers compared to their counterparts. However, non-comparison shoppers did not lack in buying gratification, decision confidence or satisfaction with their choices. Both groups were also at par on achievement orientation, optimism, spirited living and happiness. Research limitations/implications – Findings of differences are important: comparison shoppers do not find the shopping task stressful, instead they enjoy shopping more. The findings of no difference are even more important: the act of engaging in ...

Consumers’ salient beliefs regarding foods from edible insects in Kenya: a qualitative study using concepts from the theory of planned behaviour

Abstract: Population growth, urbanization and climate change, are among the factors that have created uncertainties and pressures on current global food and economic systems. Agricultural intensification can no longer support the increasing demand for food, especially of protein origin. Consequently, pressure is mounting on the supply side (private sector) to develop viable alternative sources of protein’ foods. Insects as food and consumption of foods from edible insects (FEI) are being promoted as one potential solution to the declining access to protein foods. However, one of the challenges facing the private sector is to demonstrate the efficacy of FEI programmes in the face of limited information regarding consumer - psychographic characteristics including their attitudes, values, interests and beliefs. The aim of the study was to explore the salient beliefs underlying consumer attitudes towards FEI consumption in Kenya. To achieve this objective, six focus group discussions (FGDs) were conducted (n= 43), three with only female participants and the other three with a mixed gender. The FGD script was coded using the Theory of Planned Behaviour theoretical framework. The results show that, salient beliefs related to taste, availability, convenience, affordability and other benefits beyond nutrition, are the main determinants of the participants’ intentions to consume FEI. Intentions are also influenced by the perceived feelings regarding the social referents, including family members, peers, religious leaders and health officials; and perceived behavioural control factors such as perceived risks on their food choices, perceived convenience and availability. While designing local programmes to promote FEI consumption, participants support the idea of small groups, but expresses concern about the time of day (evening preferred), length and location of the group session. However, many participants are not receptive to receiving telephone messages, although they are open to the idea of receiving phone calls. The study findings provide unique insights, among them, cultural beliefs that underlies consumer attitudes towards consuming FEI. Additionally, the results suggest possible approaches and practical interventions that can be used to promote FEI consumption in specific regions of Kenya. Key words: Foods from edible insects, theory of planned behaviour, Salient beliefs

Influence of managers' demographic characteristics on CSR practices in the restaurant industry: the case of Slovenia

Abstract: Purpose – The objective of this study is to investigate how restaurant managers’ demographic characteristics influence Corporate Social Responsibility (CSR) practices in the restaurant industry. Design/Methodology/Approach – In order to analyze the influence of managers’ demographic characteristics on CSR practices, industry specific practices relevant to the Slovenian restaurant industry were identified: regular financial assistance to activities and projects of the local community, employment of local staff, cooperation with local producers, active separation of all types of waste, active recyclement, active energy savement, and payment of liabilities towards suppliers on time. The quantitative research focuses on the correlation between managers' demographics and CSR practices. Data were collected through quantitative field research by applying a structured self administerred questionnaire. Findings – Research results show that the main reason for acting responsibly is related to managers’ years of age, experience, and level of education. The most obvious finding to emerge from this study is that all demographic variables included in the research have a statistically significant influence in explaining restaurants’ CSR behaviour. The most strongly influenced CSR practice is “Payment of liabilities”. This practice is driven by managers’ age, years of experience, and level of education. By understanding both, managers’ demographic characteristics and their influence on CSR practices, it is now possible to more successfully implement CSR policies in the restaurant industry. It is suggested that future studies focuse on the analysis of CSR practices and managers’ psychographic characteristics. Originality – This is the very first study to analyse the influence of managers’ demographic characteristics on CSR engagement in the restaurant industry.

The Psychology of Consumer Profiling in a Digital Age

Abstract: Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

Using values to segment virtual consumers on social networking sites

Abstract: Purpose – Although social networking sites (SNS) are providing marketers a lot of information, it is also providing consumers with the ability to present their virtual identities, limiting the benefit of such information. The purpose of this paper is to understand how marketers can segment virtual consumers. Design/methodology/approach – A review of the literature is first conducted. Followed by a survey method, data from 258 consumers were analyzed using a combination of scales including best-worst scaling. Classes and other demographics, behavioral and psychographic covariates were determined using latent-class analysis. Findings – Findings show there exist three different segments based on values: self-conservers, social entertainers, and achievers. The results show how SNS consumers differ in their motivation to use social media, even when there is similarity in the uses (virtual behaviors) of SNS. Research limitations/implications – Analyzing behavior of virtual consumers can be limited by the fact t...

An exploration of recreational activities while travelling relative to psychographic tendencies

Abstract: Through focusing on active and adventure tourism, a niche of travel becoming increasingly relevant today, this study investigated the association between the preferred recreation activities of individuals while travelling and their psychographic profile characteristics based on Plog’s [(1972). Why destination areas rise and fall in popularity. Paper presented to the Travel Research Association, Southern California Chapter, Los Angeles] model of allocentricity and psychocentricity. Additionally, we investigated the relevancy of this model using individual’s preferred vacation destinations. The activities most likely for respondents to participate in while on vacation were walking, beach activities (sunbathing, walking, and collecting shells), nature walking, swimming, wildlife/nature viewing, and hiking. Results indicated an association between respondent psychographic scores and their projected activity preferences while on vacation.

Exploring heterogeneity among socially responsible investors: a critical analysis of an ethical building society's investors in the UK

Abstract: Socially responsible investment (SRI) has seen a massive growth in the last 10 to 15 years. Much of the literature on SRI is a result of research which has examined SR-investors as a homogeneous group of truly socially responsible investors. However, recent studies have started acknowledging the significance of two motivational criteria that an individual looks at when selecting SRI: these being financial return and social return aspects of SRI. Both these return aspects together determine an individual’s selection of socially responsible investment. Additionally, the balance an investor acquires between these two motives vary from person to person. Thus, suggesting heterogeneity among SR-investors in terms of the importance they place on the two return aspects of SRI. The aim of this study is to empirically explore heterogeneity among SR-investors in terms of the importance they place on both financial and social returns when selecting SRI. Analysis of survey data, (N=298) obtained from investors of Ecology Building Society, showed that SR-investors could be sub-grouped into three unique segments on the basis of the importance these segments hold for the financial and the social return aspects of SRI. These groups are: financial-return driven investors, social-return driven investors and dual-return driven investors. One-way ANOVA, post- hoc tests, discriminant analysis, chi2 tests and regression analysis were employed to rigorously validate this typology of investors. Pro-social attitude, perceived consumer effectiveness, trust, value orientations, age, education, income and gender were used as external variables for the validation of the typology/segments of SR investors. The three groups in the typology exhibit different psychographic and demographic profiles according to the specific combination of financial and social return that they exhibit. Also, the values motivating SRI-attitude of each cluster vary, thus highlighting the uniqueness of each cluster. These findings bring new understanding of investors in the 21st century, thus adding to the existing knowledge of investment behaviour and marketing. Marketers can benefit from the findings of this study as they can develop strategies for each segment so as to cater to their specific needs. Policy-makers striving to attain sustainability can benefit from this knowledge as they can determine which values to promote so as to sway people to invest in a sustainable way.

Consumer groups for Ghanaian fabric products, based on aesthetics and socially responsible shopping behavior

Abstract: Recent fashion trends using African prints are combined with a desire to provide outreach to artisans in Ghana, West Africa, leading to an investigation of mainstream consumer groups in the United States. The purpose of this research was to identify US consumer segments based on aesthetic preferences, purchase intentions and socially responsible behavior (willingness to support artisans) with regard to products made from Ghanaian fabrics. This research identified ethnic apparel consumer segments based on consumer characteristics. First, Cultural Creatives, a psychographic scale, compared consumers regarding aesthetics/benefits of ethnic apparel and consumers’ willingness to support Ghanaian artisans. Next, clusters were compared according to demographics: age, ethnicity and education. Lastly, clusters were compared by purchase intention (of apparel and accessories), aesthetic preferences for fabrics (ie print size, as garment trim, as home furnishings) and social comfort (ie comfort wearing among ...

Urban sustainability – a segmentation study of Greater Brisbane, Australia

Abstract: Setting universal goals for sustainability is problematic and may hinder the adoption of sustainable pathways as different sectors of society often have differing opinions on not just what sustainability means for them, but also what is of priority to them. This paper tests a set of psychographic, behavioural, lifestyle and social identities to segment the public on sustainability. We evaluate general knowledge, apply social-choice tools to identify public priorities, and then apply segmentation to reveal broad strata of community profiles around these choices. We discuss our findings in the context of moving beyond knowledge on sustainability and general public choices, to more nuanced messaging and engagement that respects differences in sustainability orientations. We suggest that by focusing on what matters most for different segments of society, there is potential to design effective processes to engage with people and acquire better ownership of sustainability.

Gray Sheep, Influential Users, User Modeling and Recommender System Adoption by Startups

Abstract: This proposed thesis work explores two research areas in the domain of Recommender Systems [RS] , algorithms and their real world applications. First is related to identification of Gray Sheep [GS] users and Influential Users [IU] in any system using different personality models and also creating psychographic profile of such users. The second part of this work is an empirical study to find out the determinant of RS adoption in Start-ups context of developing nations, by using diffusion of innovation (DOI) theory and Technology-Organization-Environment (TOE) frameworks.

Business "Buyers" Are People Too: Do Personal Characteristics Help to Explain the Effectiveness of Selected Marketing Activities in a B2B Setting?

Abstract: Business "Buyers" Are People Too: Do Personal Characteristics Help to Explain the Effectiveness of Selected Marketing Activities in a B2b Setting? By Joel Patrick Dardick Mier May 2016 Committee Chair: Danny Bellenger Major Academic Unit: J. Mack Robinson College of Business Due to its role relative to company performance, the topic of sales effectiveness has been richly explored for decades. Academic researchers in the fields of sales effectiveness, organizational purchasing, purchase types, and market segmentation have identified the importance of understanding the personal characteristics of decision makers in business-tobusiness (B2B) environments. Most of the historic literature focuses on demographic characteristics, which has been deemed insufficient for understanding individual’s motivations. While there has been recognition of the opportunity for psychographics and lifestyle data in B2B purchasing, there has been limited empirical research. Employing a contingency framework informed by Weitz and utilizing sales and marketing activities as well as results for 2,710 dyads, this study posits that the psychographic and lifestyle nature of B2B purchase decision makers, as well as the buyclass category of the purchase decision, moderate the relationship between specific sales activities and sales effectiveness. The results from this empirical study identify that there is strong support for the moderating effect of the purchasing decision maker’s psychographic and lifestyle composition on the relationship between sales activities and sales effectiveness and partial support for the moderating effect of buyclass category on the relationship between sales activities and sales effectiveness. In addition, the results identify that the sales activities of the internal sales function, not the external “customer-facing” sales

Cognitive relationships between automobile attributes and personal values

Abstract: Purpose The purpose of this paper is to present an analysis of the cognitive relationship between personal values of buyers and attributes of automobiles Design/methodology/approach In total, 60 interviews were performed with buyers of sporty and compact cars The qualitative laddering technique guided data collection and analysis, resulting in two cognitive value maps (HVM) The results were interpreted based on three theoretical approaches: Schwartz (1994), Allen (2000) and Gutman (1982) Findings The dominant chains from the two models indicate connection between “design and hedonism,” “internal finishing and hedonism” and “security items and safety as a value” Therefore, these customers are predominantly characterized by individualistic values: by the pursuit of personal pleasure and concern for personal safety Research limitations/implications Due to qualitative techniques having been used, future research could validate some presented results through surveys based on the connections between the set of attributes and values presented in this research Practical implications Results from this study can help to develop segmentation and advertising strategies, as well as marketing aftermarket actions based on the psychographic profile provided by the HVMs They may also assist integration between the initial and final phases of new vehicles’ development which have concepts similar to those studied here Originality/value The extant literature provides few studies with the specific objective of identifying connections between vehicle attributes and the personal values of the consumers This paper presents an interpretation of the cognitive relationships between vehicle attributes and personal values through three theoretical perspectives, providing multidimensional profiles to explain consumers’ values

New Trends in the Chinese Diet: Cultural Influences on Consumer Behaviour.

Abstract: China is one of the most dynamic regions in the world in terms of economic growth and development. Such development has inevitably influenced the structure and habits of Chinese society. Whilst the economic condition of the middle class and high-income segment has steadily improved, cultural changes are also under way: ancient Chinese traditions now include major elements from other cultures, most notably the West. The above scenario is the background to this paper. A structured research-administered survey was developed to investigate the changes in the Chinese consumer food culture: 500 urban participants were randomly selected from six reference cities, covering geographically almost the whole country. This study aims not only to analyze the propensity of consumers to include food products from other countries in their ancient Chinese culinary culture, but also represents an initial attempt to perform a market segmentation of Chinese consumers according to their degree of cultural openness towards non-Chinese food, taking into account socio-demographic, cognitive and psychographic variables.

Salespeople’s unethical behavior during a sales contest: The mediation effect of the perceived ethical climate of the game:

Abstract: This article aims to improve Murphy’s explanation of the consequences of sales contests by underlying the relationships that exist between the psychographic variables of salespeople (competitivenes...

A quantitative approach to segmentation for prescription drug safety programs

Abstract: Purpose The aim of this paper is to enhance the effectiveness of pharmacovigilance programs that provide information about medical products to benefit consumers, aid health care professional’s decision-making and improve community health. This research sought to determine whether distinct segments of consumers can be identified for prescription drug safety social marketing and communication activities and if these segments would respond differently to information about prescription drug products. Design/methodology/approach Theories of risk information-seeking behavior were used to develop questions for respondents in an online survey panel. Latent class analyses identified clusters that were similar in their ability to accurately interpret risks and benefits, preferred sources of health information, medication use and other related factors. Multinomial logistic regression models identified demographic and psychographic differences across the segments. Logistic and linear regression models were then used to compare each segment’s responses to a specific drug safety information product. Findings The 1,244 respondents were clustered into four segments: not engaged (12 per cent), low-involvement users (29 per cent), careful users (50 per cent) and social information seekers (9 per cent). These segments were distinguished by perceived seeking control, self-appraisal of skill, information insufficiency, self-efficacy, information competency and health literacy. Sources of health information and health-seeking behaviors were also different across the four segments. Significant differences were found among the segments in their comprehension and perceived utility of the content and their intentions to take relevant actions. Practical implications From an array of potential behavioral influences, adults can be segmented by risk information-seeking constructs and related behaviors. These segments respond differently to drug safety information. Use of the personas developed in this work can help pharmacovigilance programs around the world develop more relevant and tailored social marketing products, services and content. Originality/value A social marketing approach using empirically tested theoretical constructs can be useful for drug safety or pharmacovigilance programs. The results were used to create personas that quickly convey relevant information to drug safety program managers and staff.

Factors affecting adoption of green products among youths: a conceptual framework based on evidence from India

Abstract: Green products have major contribution in changing the mind-set of consumers towards environmental protection, responsible consumption and overall value creation in an ethical manner. Despite efforts from marketers, the adoption of the green products has not been in line with the expectations. Although developed economies have experimented and learned many important cues with respect to the adoption of green products, the emerging economies are still in the transition phase. Using qualitative method, this study explores different psychographic and cultural factors interplaying in the decision-making process for adoption of green products in India. Based on value-belief-norm (VBN) theory, the study then develops a conceptual framework which includes some pertinent factors including a potential moderating factor affecting the adoption of green products. The study provides some important insights for the practitioners and the policy makers.

Youth shoppers - study of psychographics, motives and shopping behaviour

Abstract: Development of shopping malls has gained momentum in India and the youth is the major beneficiary of this metamorphosis. The present study empirically examines the shopping behaviour of the Indian youth in shopping malls, encompassing different aspects of their shopping behaviour in terms of the time and frequency of their shopping visit, their motives, product choice, etc. Additionally, clusters of the youth shoppers have been generated on the basis of their psychographic characteristics and shopping motives. Further, the shopping behaviour of the different segment youth shoppers has been described in terms of their visit frequency, amount spent and time spent at the mall. Findings reveal that on the basis of shopping motives youth shoppers could be segregated into four segments viz. entertainment seekers, value seekers, escapist and adventure seekers and on the basis of psychographic profile three segments emerged namely - influential, survivor and experiences.

Psychographic Market segmentation of Junior College Students in Silchar, Assam

Abstract: This paper discusses about characteristics of most enthusiastic buyers of a non-metro city. The paper adopts the analytical and exploratory research style based on primary data. It uses questionnaire based survey methods with a sample size of 250 junior college students (JCS) of Silchar, Assam, India. The paper tries to identify the segments depending upon the choices and purchasing decision made by these students on the basis of their psychographic profile. The research is unique for academic and professional relevance. As the research on psychographic market segmentation in small city especially the city from North-Eastern Region called Silchar, Assam is very rare. Hence, this study may be regarded as masterpiece as it provides in-depth analysis on psychographic market segmentation, which is found to differ in several important aspects.

Segmentation analysis of financial savings markets through the lens of psycho-demographics

Abstract: Purpose : This study seeks to contribute to the discourse of financial savings market segmentation. The study explores different segments of savers on the basis of demographic and psychographic characteristics that are unique to each segment relying on the perspectives of a sample of consumers of financial saving programmes. Design/methodology/approach : Principles of perceptual mapping were used to analyse 33 semi-structured interviews that gathered data on the participants’ psychographic make-up such as personal values, motives for saving, attitudes towards savings and perceived conditions of savings. Findings : Eight distinct segments emerged on each psychographic characteristic based on the participants’ demographics of income, gender and age. However, only five were sizeable enough to be interpreted, being three segments from the males’ category and two from the females’ category. The three segments that emerged within the male category are young low-income earners (YoLI), young high-income earners (YoHI) and old high-income earners (OHI) while the two female segments include YoLI and OHI. The most sizeable segment of savers in both gender-based categories is one of old adults who have a high income. These segments vary in terms of values, motives and perceptions. Originality/value : The study suggests that a multi-dimensional approach of segmenting financial savings markets is more effective, as neither the demographic nor the psychographic segmentation can fully describe the saving behaviour of consumers. Research implications : The findings of the present study provide strategic communication implications for financial institutions for the respective segments.

Assessing the impact of mystery client traits on service evaluation

Abstract: Purpose This study aims to investigate the reliability of a mystery client (MC) as a service evaluation technique taking into consideration personal differences of the MC agents. Design/methodology/approach The ratings from 144 MCs from 355 evaluations of computer and electronic stores were cross analyzed with eight psychographic and demographic profile variables. Findings MCs who were highly involved in the product category were more critical of service responsiveness with respect to product demonstrations and listening to customer requirements. On the other hand, MCs with stronger faith in intuition were more inclined to rate services higher on empathy with respect to employees making a conscientious effort to understand customers’ needs. Practical implications Depending on the service marketing goals, managers learn to define which aspects of MC profile they should consider or avoid during the recruitment as well as becoming more critical when they analyze the evaluation reports to avoid an interpretation bias. Originality/value The usefulness of the MC tool relies on its reliability and credibility as a marketing research technique. It was identified that the MC personality traits are more likely associated with marketing service evaluation variability.