Showing papers on "Psychographic published in 2017"

Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior toward the Price of Organic Food

Abstract: Support for organic farming is a promising policy for improving sustainability in the food sector. Further consumer demand, however, is hindered by high prices. We review research from 2000 to 2014 on the role of perceived price, income, price knowledge, willingness to pay, and reactions to price changes on organic food. We find that price is the major perceived barrier to purchase. Income is only a partial explanatory factor and is superseded by psychographic variables. Willingness to pay a premium is around 30% (ranging from 0% to 105%) and depends on consumer segments and product category. Price knowledge is vague, and organic consumers' price sensitivity is relatively lower than that of occasional or nonorganic consumers. The results suggest that further market differentiation in terms of organic consumer segments and food categories is necessary. Furthermore, we discuss detailed implications for public policy and practice and present a future research agenda.

Segmentation using two-step cluster analysis

Abstract: The purpose of this chapter is to explain the rationale for employing TwoStep cluster analysis as a market segmentation method within social marketing. Here, the key stages to be performed and the validation techniques required for effective application of this clustering technique are outlined. To further support the application of this cluster analysis technique as a profiling tool, a review of 25 recent market segmentation studies that have utilised this method is provided. Finally, a case study is provided to demonstrate how TwoStep cluster analysis is employed to segment respondents for an active school travel social marketing campaign that was being developed in Queensland at time of writing. Based on a sample of 537 respondents, three segments were identified and validated, each of which differed significantly based on psychographic, behaviour, geographic and demographic variables. Limitations of the TwoStep Cluster Analysis method are also provided, and opportunities for future research employing TwoStep cluster analysis within a social marketing context conclude this chapter.

Examining the role of consumer lifestyles on ecological behavior among young Indian consumers

Abstract: The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers.,This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a questionnaire handed out to a sample of 250 students. With the information obtained, and after the scale validation process, a structural equation analysis has been conducted.,Findings of the study highlight that environmental patterns and lifestyle factors are those that best characterize the ecological market segment. This group of young consumers is characterized by their self-identity and a feeling of uniqueness. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterized by having an ecological lifestyle, selecting and recycling products and taking part in events to protect the environment. This type of consumer is a present and future investment for firms that are committed to the environment.,The results of this study might interest consumer behavior researchers and those firms that care about the ecological consumers. Moreover, previous studies have not dealt with young consumers. Further research is needed including new psychographic variables.

The ecological conscious consumer behavior: Are the activists different?

Abstract: In recent decades, concern about the environment has been increasing. People are now more worried about their purchasing behaviour and the consequences their actions could have for the environment. Managers are becoming more committed to responding to individual needs and desires in a responsible way, taking into account possible environmental damage. Previous studies concentrated more on explaining this phenomenon through demographic variables, but the trend now is to explain this through psychographic and environmental variables, which have already been shown to be the most significant. This study sought to establish the relationship between activists and ecologically conscious consumer behaviour (ECCB) by analysing the profile of green consumers (i.e. demographic and psychographic variables). To reach this objective, an online survey was conducted. The empirical findings lead to the conclusion that activism is the strongest predictor of ECCB. This article is protected by copyright. All rights reserved.

Who Buys Counterfeit Luxury Brands? A Meta-Analytic Synthesis of Consumers in Developing and Developed Markets

Abstract: Although numerous previous studies have investigated consumer demographics and psychographics as determinants of counterfeit purchases, their findings are diverse and fragmented. In conceptually referring to the brand signals that help consumers build their identities, the present meta-analysis synthesizes the influence of consumer demographics and psychographics on attitudes, intentions, and behaviors with regard to branded counterfeit luxury products. It empirically summarizes 610 effect sizes from 98 independent studies and shows that whereas demographics have little impact, some psychographics greatly influence counterfeit purchases, with these influences differing between developed and developing countries. In the former, risk propensity and reduced integrity are stronger determinants of counterfeit purchases and are related to brand signals that refer to identities that consumers attempt to avoid. In developing countries, consumers are more influenced by psychographics, such as status seekin...

Achieving Superior Customer Experience: An Investigation of Multichannel Choices in the Travel and Tourism Industry of an Emerging Market:

Abstract: The travel and tourism industry is seeking to achieve consistently seamless experience for customers to stay connected with brands. This study offers an analysis of the interconnected customer experience journey based on an understanding of multichannel behavior. In particular, it identifies the psychographic and sociodemographic factors associated with three segments of multichannel consumers: multichannel shoppers, multichannel searchers, and store-prone shoppers of the travel and tourism industry. Data from a sample of 315 customers from the travel and tourism sector in Egypt were collected and analyzed using multinomial logistic regression. The findings indicate that psychographic variables (shopping enjoyment, convenience seeking, customer innovativeness, perceived risk, Internet experience, frequency of travel, and channel experience) and some demographic variables (i.e., age and income) distinguish among the categories of multichannel shoppers, multichannel searchers, and store-prone shoppers. The ...

Predicting Mobile Advertising Response Using Consumer Colocation Networks

Abstract: Building on results from economics and consumer behavior, the authors theorize that consumers’ movement patterns are informative of their product preferences, and this study proposes that marketers monetize this information using dynamic networks that capture colocation events (when consumers appear at the same place at approximately the same time). To support this theory, the authors study mobile advertising response in a panel of 217 subscribers. The data set spans three months during which participants were sent mobile coupons from retailers in various product categories through a smartphone application. The data contain coupon conversions, demographic and psychographic information, and information on the hourly GPS location of participants and on their social ties in the form of referrals. The authors find a significant positive relationship between colocated consumers’ response to coupons in the same product category. In addition, they show that incorporating consumers’ location information c...

A quest for destination loyalty by profiling loyal travelers

Abstract: Consumer loyalty is one of the most critical marketing constructs and has received ample academic attention. However, despite many studies on consumer loyalty in different fields, including tourism and hospitality, the results on drivers of consumer loyalty are not fully defined. As a complex tourism product, destinations, in particular, pose challenges for understanding what affects loyalty or disloyalty. The current study uses two large data sets to profile consumers of different loyalty levels in order to better understand destination loyalty. Results show that loyal consumers are different from others in sociodemographic, psychographic and behavioral characteristics. Results also show that attitudinal loyalty may be a better indication of loyalty than both future visit likelihood and the number of past visits.

Linking service convenience to satisfaction: dimensions and key moderators

Abstract: Purpose: Demand for service convenience, defined as a consumer’s perception of minimized time and effort spent to obtain a service, has increased in conjunction with certain sociocultural and demographic changes Prior research notes the significance of service convenience, but the importance of different dimensions of service convenience as well as the role of key moderators affecting the link between convenience and satisfaction (like customer psychographic and sociodemographic characteristics) remain unaddressed Design/methodology/approach: Two models are developed and tested: 1) a multidimensional model of service convenience with a formative measure of five service convenience dimensions: decision, access, search, transaction, and after-sales convenience; and 2) a moderator model hypothesizing different customer psychographic and sociodemographic characteristics (time pressure, shopping enjoyment, age, household size, income) that affect the link between service convenience and satisfaction Findings: This study reveals that search convenience, followed by transaction and decision convenience, exerts the greatest influence on the perception of overall service convenience In addition, those who value service convenience most are high-income, time-pressed consumers in smaller households who experience low shopping enjoyment Originality/value: Providers have limited budgets for enhancing their services Thus it is important to identify which dimension has the greatest influence on the perception of service convenience as well as the customer segments for which service convenience is most critical

Appraising the market for bicycle sharing schemes: Perceived service quality, satisfaction, and behavioural intention in London

Abstract: The implementation of bicycle sharing schemes represents an important innovation in urban public transport since the turn of the millennium. These schemes have spread rapidly and are now present in cities with varying economic, environmental, and structural conditions. Developing strategies through which to attract new members to join the scheme and retain existing members is a fundamental requirement for scheme success. The research reported in this paper provides guidance on this issue through a case study appraisal of the experiences that existing members have with the London Bicycle Sharing Scheme. This appraisal focuses on how the quality of service is perceived by members, their overall level of satisfaction with the scheme, their behavioural intentions toward renewing their memberships, and their willingness to recommend the scheme to others. A market segmentation analysis is produced which identifies the presence of four heterogeneous member groups. These member segments are profiled according to their demographic, psychographic, and behavioural characteristics. Through a detailed appreciation of the defining features of these member segments, strategies are proposed which are tailored to their specific needs and expectations.

Segmenting the organic food market in Lebanon: an application of k-means cluster analysis

Abstract: Purpose The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and thus be able to propose appropriate marketing strategies for each market segment. Design/methodology/approach A survey, based on the use of closed-ended questionnaire, was addressed to 320 organic food consumers in the capital Beirut, in February and March 2014. Descriptive analysis, principal component analysis and cluster analysis (k-means method) were performed upon collected data. Findings Four clusters were obtained and labelled based on psychographic characteristics and willingness to pay for the most purchased organic products. “Localist” and “Health conscious” clusters were the largest proportion of the selected sample, thus these were the most critical to be addressed by specific marketing strategies, emphasising the combination of local and organic food and the healthy properties of organic products. “Rational” and “Irregular” cluster were relatively small groups, addressed by pricing and promotional strategies. Originality/value This is the first study attempting to segment organic food consumers into different categories in a developing country as Lebanon.

Domain-specific market segmentation: a wine-related lifestyle (WRL) approach

Abstract: Purpose The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The research instrument included 48 psychographic activities, interests and opinions (AIO) statements, plus socio-demographic, product consumption and purchasing questions. A final sample of 376 South African wine consumers was utilised, whereon exploratory and confirmatory factor analysis, combined with Hough’s Euclidean test, were applied to determine the existence of clusters (segments), assign descriptions to them, and link these to product consumption data. Findings Five wine segments recurred when comparing wine market segmentation studies cross-culturally. This means that cross-culturally, similar types of people drink wine with similar AIOs towards wine. In the South African market, four of these segments were identified. Research limitations/implications This study achieved a robust lifestyle-based market segmentation algorithm which can be used by researchers in different country environments for wine as a domain-specific product. Originality/value The contribution of this research is threefold in that it tested the WRL instrument in a cross-cultural context which is the first time this has been done; in the process it interpreted the wine consumer segments in South Africa for the first time; using a WRL-based (AIO) approach. The study demonstrated that market segmentation based on psychographic (lifestyle) behaviour is strengthened when supported by two additional segmentation methods, namely, socio-demographics and product involvement (purchasing and consumption).

Fashion subscription retailing: an exploratory study of consumer perceptions

Abstract: Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation adoption, the purpose of this paper is to provide an insight of consumers’ perceptions as well as adoption intention of this innovative retailing format.,This research is qualitative in nature, utilizing focus group study approach. In this paper, content analysis was applied to analyze the data.,While possessing varying degrees of knowledge about fashion subscription retailing, the participants shared the following perceptions of relative advantages, including convenience, personalization, consumer excitement, opportunities to try new styles, and opportunity to better manage their apparel budget. Concerns mainly focused on missing social shopping experiences and the hassle in the cancellation process. The overall adoption intention was high.,Due to the nature of this research, the sample size was limited and results may not be generalized. This research paid less attention to individual differences, in terms of demographic and psychographic characteristics.,Future marketing could focus more on educating consumers about the attributes of the services they provide. Retailers can strategically leverage the positively perceived advantages in their marketing communications to enhance consumers’ adoption intention of their services.,The paper fills a gap in the literature on consumer behavior toward fashion subscription retailing and sheds light for companies in their endeavors to excel in this new retailing venue.

Exploring UK Millennials’ Social Media Consumption Patterns and Participation in Elections, Activism, and “Slacktivism”:

Abstract: This study explores how UK young adults’ exposure to social networking sites (SNSs) and attention to specific SNS content relate to their political practices. Data were collected from a diverse group of undergraduates during the 2015 General Election and Labour leadership campaign via a web survey designed with novel instruments (e.g., simulated Facebook and Twitter newsfeeds). Results indicate that regular use of varying SNSs and attention to certain political content—for example, newsfeeds about student-fee activism—have a positive weak association with off-line formal and activist participation and a considerably stronger association with online “slacktivism.” Moreover, exposure to SNSs was found similarly high across respondents. However, those with typical demographic and psychographic markers of participation (e.g., upper socioeconomic status, early political socialization) showed significantly greater levels of engagement with political content and off-line and online participation. Together, these...

Why not be “smarter”? Examining the factors that influence the behavioral intentions of non-smartphone users

Abstract: Despite the evident and dramatic increase in smartphone usage worldwide, some consumers continue to use traditional mobile phones. The purpose of this paper is to investigate the behavioral intentions of these laggard and non-smartphone users.,This current study examines the effects of consumer demographics, psychographics, and smartphone characteristics on the intentions of non-smartphone consumers to switch or resist the use of smartphones. Data were collected using a convenience sample of non-smartphone users in Taiwan. The proposed model is tested using the consistent partial least squares (PLSc) path modeling technique.,PLSc results indicate that consumer psychographics and smartphone characteristics play more important roles than consumer demographics. Specifically, price consciousness, nostalgia, and perceived ease of use are good predictors of intention to switch, whereas perceived usefulness and ease of use are strong predictors of the intention to resist smartphone adoption.,The results of this study have implications for mobile phone vendors and mobile manufacturers who target non-smartphone users or laggard adopters.,This study is among the few that focus on non-smartphone users’ perceptions of smartphones. Hence, this empirical study could contribute to the development and testing of theories related to the smartphone adoption process.

A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision

Abstract: Companies invest a significant amount of time and money into market research that helps them to understand the behaviors, beliefs and motivations of their potential customers. By then “segmenting” people into groups according to these characteristics, marketing messages can be produced that target specific groups more effectively. Most public health efforts are either mass communication campaigns or target particular age groups. However, some public health organizations are starting to study whether the segmenting tactics used by companies could also help to promote healthy behaviors. For example, male circumcision has been shown to reduce the transmission of HIV in Africa. Identifying the beliefs, emotions, motivations or other barriers that stop men from getting circumcised and then targeting specific messages to different groups could help to increase the number of men who opt for circumcision. Sgaier et al. now present evidence that suggests that segmentation could help to promote circumcision in Zimbabwe and Zambia. 4,000 men from these countries answered a survey that had been designed based on previous research that investigated how men make the decision whether to be circumcised. Analyzing the results using k-means clustering, a machine learning algorithm, enabled Sgaier et al. to identify six distinct segments in the men from Zimbabwe and seven in the men from Zambia. Further analyses found that the risk of contracting HIV also varied by segment. Sgaier et al. then demonstrated that field workers could use a series of questions to allocate men to each of the groups with an accuracy of over 60%. The segmentation method therefore looks like a promising tool that could be applied to a wide range of public health campaigns. As well as targeting specific groups of people with messaging that resonates specifically with them, segmentation could also highlight those people who are likely to be most easily convinced by a particular health intervention. More research is now needed to improve the usability of the tools that field workers can use to segment their audience.

Exploring travelers’ decision-making styles

Abstract: Purpose The purpose of this study is to profile market segments using travelers’ Decision-Making Styles (DMS) as segmentation bases, and to identify similarities and differences between traveler segments regarding a series of psychographic and attitudinal characteristics. Design/methodology/approach Data is gathered from a sample of 426 travelers in Dubai and Shanghai via self-reported surveys. Analyses included factor, k-means cluster, discriminant and MANOVA. Findings Study findings reveal significant differences among the Rational, Adaptive and Daydreamer Decision-makers segments in their behavioral and attitudinal characteristics with respect to tourism involvement and destination images. Practical implications Findings provide important practical implications for generating effective marketing and positioning strategies based on the identified attitudinal characteristics of the traveler segments for DMOs. Originality/value A stream of recent tourism studies shows strong relationship between tourism i...

Factors influencing domestic tourist attendance at cultural attractions in Andalusia, Spain

Abstract: The recent economic downturn has forced the tourism industry to focus their attention on attracting domestic tourists to cultural attractions, which are considered to be one of the most prominent attributes of tourist destinations. This paper studies 10 different types of cultural tourist attraction based on a survey of 4223 residents of Andalusia, Spain. Through cluster analysis, these 10 types of tourist attraction are grouped into three clusters. It is intended that this will contribute to better-informed decision making by the industry. This study thus offers new insight into socio-demographic variables (such as gender, age, marital status, education, and monthly income), psychographic variables (self-identified political ideology, government support and funding preference), and geographic variables (city size) that may be used as effective predictors of attendances at cultural attractions. Managers of tourist attractions should focus their efforts on one or more facets of these visitor profiles in order to attract more tourists to their specific location.

Learning at the museum: Factors influencing visit length

Abstract: Museum attendance is often seen as a chance for visitors to learn and thus increase their cultural capital. However, a share of the visitors may decide to attend museums for reasons other than cultural capital accumulation. This article investigates whether learning process takes place also in the case of tourists whose main motivation for the visit is recreational. Different attitudes towards cultural consumption may have a role in explaining visit length, seen as a proxy for learning. We present an empirical analysis of the determinants of both willingness to stay and actual length of stay at a museum. Evidence is based on a survey of tourists visiting the Italian museum of Vittoriale. Generalized ordered logit under partial proportional odds assumption and Cox proportional hazard models are used to assess the role of the covariates. A set of economic, socio-demographic, trip-related and psychographic controls is tested, with particular emphasis on motivation.

A SAPA Project Update: On the Structure of phrased Self-Report Personality Items

Abstract: Two large samples were collected to evaluate the structure of traits in the temperament domain. In both samples, participants were administered random subsets of public-domain personality items from a larger pool of approximately 700 items. These data broadly cover the most widely used, public-domain measures of personality (though this breadth is not likely free of theoretical bias). When combined with a third, previously-shared dataset that used the same methodological design [4], the sample includes more than 125,000 participants from more than 220 countries and regions. Re-use potential includes many types of structural, correlational, and network analyses of personality and a wide range of demographic and psychographic constructs. The data are available in both rdata and csv formats.

A study of demographic and psychographic factors on preference for travel activities among international and local tourists in Tanzania

Abstract: Tourism destination usually viewed as a combination of places that generates not just experience but offers a memorable destination experience to the tourists. The challenge for today's tourism destination agencies is for them to offer what is needed by travellers. Currently, the tourism sector in Tanzania is in stiff competition with countries such as Kenya and South Africa in attracting more tourists. For a country to stay ahead of the competition, it is imperative for tourism stakeholders to understand various means for attracting the tourists, including the preferences for travel activities. This study aimed at offering an integrated approach to understanding tourists' travel activities and assesses its relationship with travel motivation and personality traits. Responses from a total of 431 respondents aged 18 and above was obtained through convenience sampling and used in the analysis. The study identified visiting city attractions, islands and beaches as top three preferred travel activities by tourists and visiting casinos and nightclubs as the least preferred activities. Moreover, the study examined the differences in preference for travel activities among the domestic and international travel markets. It was found that the two markets significantly differ in terms of preferences for a beach, visiting city attractions, going to nightclubs, purchasing traditional clothes and jewellery, as well as camping. Additionally, the study also examined whether demographic factors such as marital status, family size and occupation have any significant effect on preference for travel activities. Of all demographic factors, only occupation was proven to have a significant influence on activities such as visiting beaches and islands and purchasing traditional clothes. The study further tested the structural relationships between travel motivations, personality, destination image and travel activities using structural equation modelling. The main findings suggest that travel motivations and personality have an influence on preference for travel activities. More specifically, sightseeing activities were positively influenced by social, intellectual and stimulus avoidance travel motivations while outdoor activities were positively influenced by mastery competency travel motivation. Apart from travel motivations, this study also found that that closed to new experience personality positively influenced shopping activities while neurotic personality influenced sightseeing negatively. This study also examined the role of destination image in mediating the effect of travel motivation and personality in influencing travel activities. The overall finding indicated that there was only direct effect and that there was no mediation effect. Despite the fact that destination image did not mediate the former relationships it influenced sightseeing, shopping, and entertainment activities positively.

Anti-consumption and materialism in consumer behaviour: a value orientation perspective

Abstract: Starting from the premise that both anti-consumption and materialism are prevalent concepts in developed economies, this study firstly empirically explores if anti-consumption attitudes and materialistic attitudes are opposite to each other. Secondly, it examines how consumers in developed countries, such as the United Kingdom, find a balance between these contradictory attitudes, and if this balance could be used to classify these consumers into unique and distinct segments. A theoretical framework is proposed based on the literature from anti-consumption, materialism, values, environmental consciousness, authenticity and wellbeing. Subsequently, correlations and regressions are conducted on survey data (N=288) from British consumers, to explore if values, environmental consciousness, authenticity and wellbeing have an inverse relationship with anti-consumption attitudes compared to materialistic attitudes. This is done to empirically assess whether the anti-consumption attitude is in fact opposite to materialistic attitude. Next, cluster analysis, using the two attitudes, was conducted on the data in order to explore if contemporary consumers hold different combinations of anti-consumption attitudes and materialistic attitudes and to see if these combinations could be used to classify consumers into a typology with different segments. Additionally, One-way ANOVA, post- hoc tests, discriminant analysis and chi2 tests were employed to rigorously validate this typology of consumers. Value orientations, environmental consciousness, wellbeing, authenticity, age and education are used as external variables for the validation of the typology. The thesis principally concludes the following: 1) anti-consumption and materialistic attitudes are opposite to each other as a) values that act as antecedents of anti-consumption attitude are opposite to values that act as antecedents of materialistic attitude,:b) environmental consciousness is a positive predictor of anti-consumption attitude and a negative predictor of materialistic attitude and, :c) the relationship of values, environmental consciousness, authenticity and wellbeing with anti-consumption attitude is opposite to that of materialistic attitude; 2) contemporary consumers can be classified into four unique segments in terms of the specific balance they acquire between their anti-consumption and materialistic attitudes. These segments are labelled as anti-consumers, materialistic consumers, dualistic consumers and disinterested consumers. The four groups in the typology exhibit different psychographic and demographic profiles according to the specific combination of anti-consumption and materialistic attitudes that they exhibit. The findings from this thesis provide empirical support to the notion that anti-consumption is opposite to materialism, thereby responding to the call for empirical research (Lee and Ahn, 2016). More importantly, the development and validation of a typology of contemporary consumers in this thesis brings new understanding of consumers in the 21st century, thus adding to the existing knowledge in consumer behaviour and marketing. Marketers can benefit from the findings of this study as they can develop strategies for each segment in order 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 consume in a sustainable way.

Methodics of research of consumers psychographic characteristics in the Internet

Abstract: Authors in the paper consider such definitions as a psychography, psychographic characteristics and their correlation in classical and digital marketing. The role of psychographic characteristics in human behavior in the process of goods search and ordering in a virtual environment is defined. The authors studied the potential of social networks as the main channel for obtaining information about Internet users in conditions of limited resources. The paper analyzes the possible adaptation of the social network participant profile's, as the main channel of psychographic data on consumers, which are registered in them. The authors proposed a mechanism for interaction between the websites of companies (online stores that have a personal account of the buyer) and social networks. It based on the integration of personal data containing psychographic characteristics obtained from users. The authors conducted a quantitative research of consumer opinion, reflecting the degree of reliability of the completed questionnaire data by users of social networks in terms of psychographic characteristics. The readiness of users to fill reliably data about themselves in a social network profile that form a user's psychographic data is estimated. The degree of readiness of consumers for cooperation with Online-retailers under conditions of limited resources is studied. The paper studied the readiness of consumers with a profile in social networks, to cooperate with Online-retailers according to the mechanism of interaction proposed by the authors.

Fighting Fire With Fire: Using Industry Market Research to Identify Young Adults at Risk for Alternative Tobacco Product and Other Substance Use

Abstract: Limited public health research has used psychographic profiling to segment young adults and examine their substance use behaviors. We aimed to conduct market research to identify young adult market...

Do Frontline Staff's Psychographic Attributes and Perception of Organizational Factors Affect Service Recovery Performance?

Abstract: The objective of this research is to investigate the effect of psychograpic attributes and perception of organizational factors (perceived managerial attitudes and perceptions of the working environment) on service recovery performance. A total of 429 customers that choosen with simple random sampling method from 8 private major retail banks in Turkey. Structural Equations Model was used to verify the reliability and validity of the scale and to test the proposed model. Our results indicate that psychograpic attributes, perceived managerial attitudes and perceptions of the working environment have effects on service recovery performance with different degree. But there is no relationship between service recovery performance and intention to resign, extrinsic job satisfaction.

Consumer Behavior Analysis in Choosing Conventional or Sharia Mortgage Product in Indonesia

Abstract: The objectives of this study are 1) Analyze sharia mortgage market segment based on demographic and psychographic, 2) Analyze the factors that influence the type selection of sharia mortgage, 3) Formulate the managerial implications to increase market share sharia mortgage. This study used two approaches, the first approach is to use AIO (Attitude, Interest, Opinions) psychographic factors to measure consumer lifestyles before mapped into multiple segments. The second approach is to use the planned behavior theory (TPB). TPB is used to find out the factors that influence consumer in making decisions to purchase sharia mortgages. The data used is primary data that is quantitative. The primary data was obtained from questionnaires by consumers who will buy a house through mortgage facilities. The sample is determined intentionally (convenience sampling). The respondents are 150 people. The results showed that consumers are going to buy a house through mortgage facilities divided into 3 clusters. The first cluster is respondents who chose a sharia mortgage have monotonous, introvert, conservative and conformist personalities. The second cluster are respondents who chose conventional mortgages and have dynamic, extrovert, risk-taker and rationalist personalities. Meanwhile, the third cluster is respondents who chose conventional and sharia mortgages simultaneously and have dynamic, extrovert, risk-taker and universalist personalities. Based on the multiple regression analysis it shows that the output evaluation factor (X2) significantly affects the respondents’ interest in proposing a sharia mortgage, while the trust behavior factor (X1), the trust control (X3), the motivation (X4), the trust control (X5), power factor control (X6) have no significant effect. This study implies that sharia bank management should focus on 3rd clusters because it has a big potential market through generic strategies, market challenge strategies and marketing mix strategies.

Niche level segmentation of green consumers: A key for psychographic or demographic predicament

Abstract: The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational cohort (Gen Y and Gen Z) of young consumers are studied for individualization and customization.,Age cohorts (Gen Z and Gen Y customers) have their unique needs. Both Gen Y (1981-1995) and Gen Z (post-1995) belong to the young consumer segment in the age group of 20-30 years but their generational cohorts are different. Strategic marketing advocates both generational marketing based on age cohorts and segmented marketing for young consumers. Strategic marketing faces cross-road between youth segmentation and generational cohort (Gen Z and Gen Y) due to intersection between the two during the 20-30 age group. Primary data using the ecological conscious consumer behavior (ECCB) scale was collected and analyzed for understanding the individual and relative importance of psychographic and demographic factors in influencing green behavior. The traditional youth segment is sliced into four sub-groups (Young Nest 1-4), and their interaction effect with post hoc analysis was done for the identification of sources of difference between different age cohorts. The findings of the study were compared with previous studies and unique contributions of this study were identified.,The findings indicate multiple niche young segments with demographic as the primary criterion and psychographic as the building block. Niche level and individual level segments emerge due to the interaction of various factors within a given age cohort. The findings confirm the identity development process which considered age as an important factor that affects varying choices throughout life from adolescence to adulthood.,The findings of this study may be used for effective targeting and positioning strategy of green marketing. In the time of analytics, age cohorts and generational cohort of young consumers can be approached differently for yielding better environmental results. The magnified niche level segmentation of young consumers may be used to develop individualized and customized promotions for young customers in Young Nest 1-4 for an enhanced ECCB.,Previous studies have focused more on consumer characteristics (demographic or psychographic) and their relative importance but niche level segmentation within given demographic segment was not attempted before. This study is unique in offering microscopic analysis of age cohorts of young consumers (Young Nest 1-4) and their interaction with other demographic variables (gender and income) for niche level segmentation.

The influence of personality on tourist behaviors: the study of motivations, satisfaction, and loyalty

Abstract: This study aims to reveal the influence of tourist personality on key interrelated factors in the visitation process including tourist motivation, destination satisfaction, and destination loyalty, and to investigate the relationships among these factors. The sample population includes first-time American tourists who visited the three locations in Thailand. The study findings indicate that (1) Psychographic personality and Allocentric personality positively influence tourist motivation; (2) only the motivation of Psychographics and the motivation of Allocentrics influenced destination satisfaction; (3) only the destination satisfaction of Mid-Centrics and the destination satisfaction of Allocentrics influenced destination loyalty; and (4) Psychocentric personality negatively influenced and Allocentric personality positively influenced destination satisfaction. The results of this study help to bridge academic gaps in tourism as well as help to provide more insight for the DMOs that work to promote these three destinations to develop superior destination marketing plans.