Showing papers on "Psychographic published in 2020"

Consumer buying behaviour and purchase intention of organic food: a conceptual framework

Abstract: The paper aims to investigate existing research in factors impacting organic food purchase with special reference to eco-labels and identify the relative influence of various determinants.,A conceptual framework is proposed of organic food buying behaviour after analysing a sample of 154,072 consumers reported in 91 research studies from 2001–2020. The factors are categorised into four categories on the basis of relatedness. In addition, the factors were analysed based on time, region and national economic status.,The impact of consumer psychographics, socio-demographic and product-related factor categories were found to be more pronounced compared to supply-related factor category. The results show that among individual factors like health concern, environment concern, knowledge and awareness, eco-labels and price followed by trust in organic food are the most important factors in organic food purchase. The findings suggest that eco-labels increase trust in organic food by reducing information asymmetry in consumers. However, there were differences in perception and factors importance between high-income economies and emerging economies.,The study is unique, as it analyses secondary research based on criteria of high-income economies and emerging economies. The conceptual framework can also be incorporated further into different cognitive models like the theory of planned behaviour.

How Michelin-starred chefs are being transformed into social bricoleurs? An online qualitative study of luxury foodservice during the pandemic crisis

Abstract: The purpose of this research is to examine response strategies and the change in Michelin-starred chefs' practices to adapt to the global pandemic coronavirus disease 2019 (COVID-19) crisis that has strongly affected the foodservice sector.,The authors conducted an exploratory qualitative research that used mixed-method, combining online interviews with 12 French Michelin-starred chefs and archival data. A manual thematic analysis method was used to analyze the data and identify relevant themes following an iterative coding process.,The findings show that Michelin-starred restaurants implement multilevel response strategies by developing dynamic capabilities while playing a social role through the development of new forms of business practices. The results show that Michelin-starred chefs adopt social bricolage entrepreneurial thinking to deal with the extreme situation and use diverse resources and response strategies to tackle social issues and improve the collective and individual well-being. The authors identified three major response strategies implemented by luxury restaurants: philanthropic activities targeting the well-being of the community, socially responsible business practices to support the foodservice actors and initiatives centered on consumer's food well-being.,The limits of this study are related to the small sample size and the elimination of psychographic criteria such as age and gender, which can extend our understanding of response strategies implemented by female and male owners or by age range during crises in the foodservice sector. Also, given that France is the country of Haute gastronomy, the conclusions of this study may not be generalizable to other countries where the gastronomic culture might be different.,Restaurants with high-end or luxury positioning must use multilevel – i.e. individual, sector and societal – response strategies to play a social role while sustaining their businesses during times of crisis. These insights seek to provide a roadmap which can be applied to other sectors to assess response strategies driven by various motives, resources and capabilities.,This research contributes to transformative service research literature by providing insights regarding how service providers can rethink their activities during the crises to play an active social role. Also, the findings point to several ways in which service actors can help customers and the community to improve their well-being.,To our knowledge, no prior research examined both the type of response strategies deployed by companies to survive and the importance of playing a social role and developing socially responsible business practices during times of crisis.

Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market

Abstract: In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism.,The deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis.,The results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context.,The research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies.,There is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting.

Who Reads Food Labels? Selected Predictors of Consumer Interest in Front-of-Package and Back-of-Package Labels during and after the Purchase.

Abstract: The paper aims to identify selected predictors of food label use to extend our knowledge about consumer behavior related to food purchases. Two types of information were examined: front-of-package (FOP) and back-of-package (BOP), and two contexts of reading labels were distinguished: during shopping and at home. Various types of potential predictors were tested, including demographic (e.g., age, gender, household size, place of living), socioeconomic (e.g., education, professional activity, income), behavioral (e.g., purchasing certain types of products), and psychographic (e.g., importance attached to various types of information) criteria. The survey was conducted with the use of the CAWI (Computer-Assisted Web Interviews) methodology in a sample of 1051 Polish consumers. Quota sampling was applied based on sex, age, education, place of living (urban vs. rural), and region. Descriptive statistics, t-tests, ANOVAs, Pearson correlation coefficients, and multiple and retrograde step regressions were applied. In retrograde step regression models, only one predictor (self-rated knowledge about nutrition healthiness) turned out to be significant for all four measures of label reading. The remaining predictors were specific to selected measures of reading labels. The importance of the information about the content of fat and that about the health effects of consuming a food product were significant predictors of three types of food label use. This study confirms the necessity to investigate reading labels in fine-grained models, adapted to different types of labels and different contexts of reading. Our results show that demographic or socioeconomic variables are not significant predictors of reading food labels for a large group of Polish consumers.

Psychological Operations in Digital Political Campaigns: Assessing Cambridge Analytica's Psychographic Profiling and Targeting

Abstract: This paper explores whether psychographic profiling and targeting married with big data and deployed in digital political campaigns is a form of psychological operations (‘psy-ops’). Informed by studies on deception, coercion and influence activities from propaganda, persuasion, policy making, cognitive psychology, information and marketing scholarship, this proposition is examined and historically grounded in a politically important case study: the actions of now defunct political data analytics and behaviour change company, Cambridge Analytica, in the UK’s 2016 referendum campaign on leaving the European Union. Based on qualitative analysis of documentation in the UK and USA from public inquiries, regulatory investigations, legal proceedings and investigative journalists, as well as on revelations from digital political campaigners and Cambridge Analytica itself, this paper assesses the coercive and deceptive nature of Cambridge Analytica’s psychographic profiling and targeting, concluding that it is a form of psy-ops. Observing the social unacceptability of such digital campaigning practices (ascertained from national surveys in the US, UK and globally), this paper discusses the adequacy of measures since put in place to eliminate the risk of further psy-ops in digital political campaigning. It ends by elucidating areas in urgent need of further research.

An empirical study of purchase intention of energy-efficient home appliances: the influence of knowledge of eco-labels and psychographic variables

Abstract: The purpose of this study is to empirically evaluate the antecedents of consumers’ purchase intention of energy-efficient home appliances.,A self-administered questionnaire has been used to gather data from the targeted representatives of the population. Quota based on age and convenience sampling techniques were used to select the participants of the study, as it is a suitable technique in situations where the possibility of getting a complete sampling frame is difficult. More than 73% of the population of Pakistan is aged below 34 years (Pakistan Bureau of Statistics, 2017). Based on this information, the current study has allocated more than 75% quota to consumers who are below 35 years.,The findings of the study reveal that all antecedents have significant impact on consumers’ purchase intention of energy-efficient home appliances. Environmental concern, green trust and products’ functional values are most influencing factors in the purchase of energy-efficient home appliances.,This study is related to energy-efficient home appliances in Pakistan. Systematic literature suggested the need to analyze the antecedents of energy-efficient appliances. This study helps the practitioners and marketers to understand consumers’ behavior regarding the purchase of energy-efficient home appliances.

New Approches to Psychographic Consumer Segmentation : Exploring Fine Art Collectors Using Artificial intelligence, Automated Text Analysis and Correspondence Analysis

Abstract: Purpose – While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This paper aims to exp ...

Indicators of Consumers’ Preferences for Bio-Based Apparel: A German Case Study with a Functional Rain Jacket Made of Bioplastic

Abstract: Plastic pollution is an increasing global problem, however, replacing fossil resources with bioplastics made from renewable resources could be part of the solution. Currently, no research analyzing the influencing factors for consumers’ preferences for functional apparel made of bioplastic material could be found. To close this gap in research, we conducted this study with a sample of 1673 participants that were representative of the German population aged 16 years and above. We conducted a choice based conjoint analysis for a bio-based rain jacket and measured psychographic indicators that were used as covariates in the statistical estimation of participants’ preferences for the rain jacket. Our results show the high level of importance of prior product experience, Green Consumer Values and attitude towards bioplastic for selecting bio-based apparel, and thus give first insights related to the influence of psychographic characteristics of consumers when selecting bio-based apparel.

Consumer cross-channel behaviour: is it always planned?

Abstract: For consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology consisting of three key aspects: channel choice behaviour, functional and economic outcomes and consumer-specific psychographic and demographic variables.,Segmentation analysis conducted via latent class analysis (LCA) was performed on a sample of 400 US consumers collected via an online survey.,Cross-channel behaviour is not always intentional. We identify a specific segment of consumers that most often engage in unplanned, rather than intentional, cross-channel switching. We find that of all shoppers that engage in cross-channel behaviour, a fifth (20%) are forced to switch channels at the point of purchase.,Cross-channel behaviour can be mitigated by retailers via a deep understanding of the driving factors of different configurations of showrooming and webrooming.,In contrast with existing conceptualisations, this study suggests that cross-channel behaviour often stems from consumers being “forced” by factors outside of their control, but within the retailers' control. This research presents a nuanced approach to decompose consumer cross-channel behaviour from the consumer perspective as planned, forced or opportunistic.

Antecedents of Webrooming in Omnichannel Retailing.

Abstract: Although webrooming has become common practice in omnichannel consumer behavior, only a few empirical studies have managed to shed light on the phenomenon. With this research work, we aim to investigate important antecedents of webrooming. We base our conceptual framework on anticipated utility theory and expect that customers' anticipated utility from using the physical store versus the online store for purchase can be predicted by four groups of antecedents: psychographic variables, shopping motivations, channel-related variables, and product-related variables. With the help of a data set from a large cross-national online survey in which 1497 customers reconstruct their last purchase journey, we differentiate webroomers from pure online shoppers. In addition, we disentangle customers who used retailer-owned, competitor-owned, and independent touchpoints along the search and purchase phase of the customer journey in order to characterize webroomers in an omnichannel context and assess their prevalence in different countries and industries. Our insights on the characteristics and antecedents of webrooming help retailers to detect and better understand the psychology behind the webrooming phenomenon from a consumer perspective in an omnichannel retailing environment. In addition, results from our exploratory analysis on the positive association between webrooming and customer spending contribute to research and practice by providing first evidence on the economic value of webrooming.

The Vaping Teenager: Understanding the Psychographics and Interests of Adolescent Vape Users to Inform Health Communication Campaigns.

Abstract: Background:Adolescent vaping continues to rise, yet little is known about teen vape users beyond demographics. Effective intervention requires a deeper understanding of the psychographics and inter...

Who really values healthy food

Abstract: When selecting manufactured foods, customers consider several product features. Given the contemporary trends of food consumption, the purpose of this paper is to determine the influence that some demographic and psychographic key variables have on the chances of a consumer belonging to a market segment characterised by health-related food preferences.,The food choice scale is revised to develop a multidimensional measure of the factors underlying consumer food choices. Data of 288 sampled consumers were used to validate the scale and to group consumers into four segments based on the value assigned to several food-product meta-attributes. Depending on these food choice values, the study identified four dissimilar clusters: utilitarian, protecting, toning and highly demanding.,Consumers use multiple attributes when choosing food products. However, emerging segments tend to prefer health-related attributes over utilitarian or conventional attributes, such as price, flavour or accessibility. The consumers of these segments tend to be older, more health conscious and more prone to psychological health risks.,Demographic and psychographic traits tend to drive trade-offs between health- and non-health-related attributes when considering food products. Several multivariate methodologies were innovatively coupled to characterize consumers based on their healthy food preferences and individual traits.

Identifying the Types of Digital Footprint Data Used to Predict Psychographic and Human Behaviour

Abstract: Digital footprints can be defined any data related to any online activity. When engaging, the user leaves digital footprints that can be tracked across a range of digital activities, such as web explorer, checked-in location, YouTube, photo-tag and record purchase. Indeed, the use of all social media applications is also part of the digital footprint. This research was, therefore conducted to classify the types of digital footprint data used to predict psychographic and human behaviour. A systematic analysis of 48 studies was undertaken to examine which form of digital footprint was taken into account in ongoing research. The results show that there are different types of data from digital footprints, such as structured data, unstructured data, geographic data, time-series data, event data, network data, and linked data. In conclusion, the use of digital footprint data is a practically new way of completing research into predicting psychographic and human behaviour. The use of digital footprint data also provides a tremendous opportunity for enriching insights into human behaviour.

Political Disaffection, Sociodemographic, and Psychographic Variables as State Legitimacy Determinants in the European Union:

Abstract: According to political science, modern societies can separate the state function and the politicians’ mission. However, the existing relationship between political disaffection and state legitimacy...

Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers

Abstract: Purpose – Seeking to understand sustainability through the concept of green marketing mix and green consumer behaviour better, this paper examines their role in expressing green purchase intentions. Aiming to get a better insight into green consumer behaviour, it explores two important psychographic and behavioural variables: environmental awareness and perceived consumer effectiveness. The concept of both marketing mix and green consumer behaviour are examined in two very different contexts (Croatia and Sweden). Design/Methodology/Approach – To conduct the research, a self-completed highly structured questionnaire was designed. Green product characteristics were defined through the concept of marketing mix, while green consumers were defined according to their demographics and two psychographic and behavioural variables. The research was conducted among Croatian and Swedish consumers. Findings and implications – The research showed that the two samples, despite differences, have two factors of influence on green purchase intention in common: perceived higher quality of green products and environmental awareness. Both Croatian and Swedish consumers showed willingness to pay the premium price for green products, which shows the important role of price as a quality communicator of green products. Eco-labels, once they become a standard as is the case of the Swedish market, no longer have strong influence on green purchase intention. Limitations – The main limitation of this research is the fact that only low involvement products were used in the questionnaire. Originality – The main contribution of the paper is a deeper insight in purchase intentions of green consumers. The factors that drive green purchase intentions are observed in two different cultural, political and economic contexts, which adds value to green consumer understanding, but also contributes to better understanding of green product management.

Perception of global environmental problems by Generation C and its marketing communication preferences

Abstract: With the technological progress of human society, the digital lifestyle of consumers is also growing. The growth of digital lifestyle contributes to the emergence of a new perspective on consumer segmentation, which increasingly appears to be necessary. It is mainly the Internet connection, sharing of various topics, creation of contents or communities that is forming a new subsegment of consumers – so-called Generation C. Its name is derived from the English word „connected“ in the meaning of connection of these consumers to the Internet. This consumer segment has fresh information at its disposal and reacts faster on various social topics. It consists of consumers of different ages who have been derived from psychographic criteria, but mostly consist of young people. Several researches has shown that the young are not neglectful to environmental issues and have a rather positive attitude to environmental topics. Innovative communication of environmental topics may enhance awareness of all global issues and therefore, the main goal of our research was to obtain information on consumer behaviour of Generation C in the area of their relation to environmental topics and their requirements for marketing communication of environmentally friendly products, mainly in trading companies. Our main objective was to explore the perception of environmental issues by Generation C and their preference for marketing communications. Statistical methods of one-dimensional and multidimensional data analysis were used to evaluate research results.

A psychographic framework for determining South African consumers’ green hotel decision formation: Augmenting the Theory of Planned Behaviour

Abstract: Although South African consumers are showing increased green purchasing intentions, the factors that will lead to an intended behaviour of selecting green hotels have yet to be researched. Accordingly, this research explores the predictive ability of the Theory of Planned Behaviour (TPB) and then further modifies and develops extended model structures surrounding the TPB, to identify and confirm an independent theoretical model that will be able to better understand South African consumers’ intended behaviour towards selecting green hotels. To answer the aim and objectives set, the research positioned itself within a non-experimental quantitative paradigm. An online questionnaire was distributed to South African consumers that stayed at a hotel at least once within a 12-month period. A total of 402 completed responses were used for statistical analysis. Descriptive statistical analysis derived and assessed the demographic profile of the respondents and determined the respondents’ characteristics as South Africans who intend to stay at or visit hotels. Structural equation modelling revealed that the original TPB is a strong predictor of behavioural intention, indicating its applicability to the domain of South African consumers’ behavioural intention of selecting green hotels. Furthermore, it was found this can statistically be best explained by expanding the original TPB model to include emotive and non-cognitive predictor variables, namely anticipated regret and perceived moral obligation, as direct constructs to behavioural intention as well as by including environmental knowledge as a direct predictor variable to attitude. In addition, it found that the relationship between behavioural intention and perceived behavioural control was the most significant in predicting South African consumers’ intended behaviour of selecting green hotels

Do profitability and authenticity co-exist? A model of sales promotion stereotype content and its perception differences among groups

Abstract: Almost every consumer has many experiences of sales promotion and different stereotypes of it. The purpose of this paper is to investigate the model of sales promotion stereotype content (model of SPSC) and its perception differences among groups.,Drawing on the methods testifying stereotype content model and mixed stereotype proposed by Fiske et al. (2002), the authors decomposed the SPSC model into two dimensions, namely, the profitability and authenticity of sales promotion, and developed a multidimensional scale for profitability and authenticity. Then a survey that examined 765 participants was conducted to test the reliability of profitability and authenticity as the two primary dimensions of the model of SPSC and perception differences among consumer groups.,The model which consists of two dimensions, authenticity and profitability, was shown to be reliable and valid. Furthermore, the authors find that the profitability and the authenticity reflect consumers' evaluation (perception) of an enterprise's intention and its ability to enact the intention of sales promotion. In addition, mixed stereotypes of promotion can also explain consumers' entanglement when making promotion decisions.,This paper fills the gap in the existing literature of which the single dimension stereotype of sales promotion by the model of SPSC. In addition, the results show that consumers' stereotype of promotion varied in demographics and psychographic characteristics. Furthermore, this paper provides a basis for exploring the social stereotypes of specific things and related marketing activities.

Specifics in Brand Value Sources of Customers in the Banking Industry from the Psychographic Point of View

Abstract: Financial institutions have not paid much attention to customers in the past. In the Slovak republic, this approach has changed only since the late 1990s. Banks have recognized that understanding the customer and its behaviour is key to their success. This contribution aims to answer the research question of whether there are different segments of customers (generations) that would differ in the level of perception of the bank's brand subconsciously. The data used in the presented study was obtained by our survey carried out by a sample size of 2000 respondents (Slovak citizens older than 15 years of age). The given data has been statistically evaluated by testing hypotheses and the factor analysis supported by the implementation of the Kaiser-Meyer-Olkin (KMO) Test, Bartlett's test of sphericity, and calculation of Cronbach's Alpha for brand value sources in general as well as for all generation. In accordance with previously mentioned, the results consist of the identification of specifics in brand value sources in the banking industry on the case study of Slovak Republic creating so a platform for future research of relevant disparities in cross-cultural brand value sources from the psychographic point of view. Implications for the Central European audience: There are some implications of the article in managerial practice. First of all, the paper presents a valuable source of relevant information for brand managers. They are anticipated to enhance and deepen the understanding of managerial previous practice as well. Overall, the findings help to understand the complexity of internal and external factors motivating consumers to interact with the brand, generating added value for consumers.

Psychological Characteristics of a Tourist as Predictors of Expenditures: An Analytical Review and Proposal of the Predictive Model

Abstract: Tourism plays an important role in the economies of countries, which is evidenced by macroeconomic studies. However, analyses highlighted the need to do research on tourist expenditure and to identify factors at the microeconomic level. The article presents an overview of the extensively investigated and validated predictors of tourist expenditure and microeconomic modeling procedures used in their analysis. While two large sets of factors, i.e. economic and sociodemographic variables, have often been the subject of microeconomic modeling of tourist expenditures, variables which are related to the subject of expenditure have been taken into account insufficiently. The overview reveals the incompleteness of the tested models and in the literature the repeated recommendations to take into account the psychological variables which are missing in the models. The study describes the current state of defining and measuring psychological variables in tourism. Terms „psychographic variables“ and „psychological characteristics of a tourist“ are used for psychological variables in tourism research however, these were generally understood as respondents' current views on travel aspects, subjective evaluation of travel satisfaction, or as reasons for travel. As psychological variables in this study were considered the complex and relatively stable psychological characteristics of the person – personal values, personality and motivational system of the person as defined and measured in psychological science. Based on this, a conceptual model is developed which integrates economic, sociodemographic and psychological variables of expenditure and recommends procedures of its testing.

Green premium: what is the implied prognosis for sustainability?

Abstract: We live in a world where economic considerations underpin almost every decision to determine our social priorities. It is not surprising then that sustainability has fast become, among other things, economic advocacy. This has led to a proliferation of studies to establish the provenance of green premium to provide impetus for sustainable real estate development to drive the sustainability agenda. The extant literature is replete with studies that conclude that green buildings, which are a proxy for sustainable real estate, command a green premium notwithstanding disagreement about the size of the green premium. We revisit the green premium debate by analysing BREEAM certified office buildings (proxy for green buildings) in the Greater London area to ascertain the prevalence of green premium to answer the following questions: is the premium truly green (green-magic)? What prognosis does green premium provide for sustainability? The study uses quantitative analysis (hedonic model to analyse 2,842 CoStar transaction data from 2008 to 2018 inclusive and psychographic analysis based on primary data from a questionnaire survey of approximately 450 BREEAM certified building owners and occupiers in the Greater London area to address the research questions. The preliminary results of the hedonic model analysis show that BREEAM certification commands a rental and price premium of 4.3% and 22.3% respectively. Furthermore, the results reveal that a higher certification level generally generates a higher premium while certified buildings in outer zones generate a higher premium than those in the CBD. In addition, the results of both the quantitative and psychographic analyses imply that the premium is more a novelty premium than green-magic. This portends a dismal prognosis for sustainability to warn us that sustainability cannot be won on purely economic grounds. Finally, the results of the psychographic analyses show that there is no meeting of minds (consensus ad idem) between investors in green office buildings on one side and green office space users (tenants) on the other. The results of the study could be of interest to London green office building market participants, researchers, practitioners and sustainability adherents.

Understanding Multilingual Correlation of Geo-Tagged Tweets for POI Recommendation

Abstract: This paper presents a multilingual analysis of Twitter for recommending POIs based on psychographic preferences. People who belong to different countries have different behavioral activities and speak different languages. According to psychographic analysis, for example, people who visit other countries are interested in eating the food of their home country. For this, we aim to clarify psychographic preferences for user behaviors by analyzing geo-tagged tweets based on times, locations, and languages. In this work, we focused on the differences between locations and languages in geo-tagged tweets from European countries. A key feature of the proposed system is the ability to suggest POIs (for tourists) in regions where very few geo-tagged tweets are available in a specific language by using the weighted similarity by others’ preferences. Specifically, we first extract languages of tweets, and we identify tweeting countries based on the latitude and longitude of tweet locations. Then, we extract feature words from tweets of a specific language in a specific region by using a tf-idf based approach. In this paper, we discuss the POI preferences of different language users based on the linguistic correlation between feature words of tweets in the region.

Role of Data Analytics in Human Resource Management for Prediction of Attrition Using Job Satisfaction

Abstract: The reputed management publications like Harvard Business Review (HBR) have started stressing upon the emergence of data-driven management decisions. The enhancing investments in data and analytics are underlining the aforementioned emergence. According to International Data Corporation, this investment is expected to grow up to $200 billion by 2020. In such a data lead management world collecting, managing, and analysing the human resources-related data becomes a key for any rather every organization. Human resource analytics is changing into necessary as strategic personnel designing is the need of the hour and helps organizations to investigate each side of HR metrics. HR analytics could be a holist approach. According to KPMG—India’s Annual Compensation Trends Survey 2018–19 the average annual voluntary attrition across sectors is 13.1%. This is a considerably high percentage. Hence, antecedents leading to attrition are needed to be explored in order to propose appropriate HR policies, strategies, and practices. In relevance to these facts, this study focused on proposing a data-driven predictive approach that examines the relationship between the attrition (dependent variable) and other demographic and psychographic independent variables (Antecedents). The present study found that there is a strong relationship between job satisfaction and attrition. Further, there is a higher probability that the employees having work experience between 0–5 years may leave the organizations. Such data-based outcomes may offer help to HR managers in addressing the problems like attrition which intern may increase ROI. Thus, this paper underlines the emergence and relevance of analytics with special reference to human resource management domain.

The Effect of Market Segmentation Strategy On Purchasing Decisions of Panties Pizza In Surabaya

Abstract: This study aims to analyze the effect of market segmentation strategies on purchasing decisions of Panties Pizza in Surabaya The type of research is quantitative and SPSS 16 was employed to test the hypotheses with multiple linear regression analysis The population in this study was the customers of Panties Pizza in Surabaya The sampling technique used was non probability sampling with a purposive sampling approach with as many as 100 respondents who have purchased Panties Pizza The results of this study indicated that the variables of geographical segmentation, demographic segmentation, and psychographic segmentation have a significant effect simultaneously on purchasing decisions in Panties Pizza Surabaya The coefficient of determination is 62% and the rest was influenced by other variables not examined in this study Geographical segmentation variables had a significant effect partially on the decision to purchase Panties Pizza in Surabaya with a significance value of 0004 005 Psychographic segmentation variables had a significant effect partially on purchasing decisions of Panties Pizza in Surabaya with a significance value of 0,000 <005 The variables of geographical segmentation, demographic segmentation, and psychographic segmentation that possessed a significant influence psychographic segmentation with value of β = 0644

Integrated Marketing Approach in Hotel Management

Abstract: The concept of integrated marketing has been recognized as a key factor in marketing literature. Integrated marketing has changed from being a customer-centric system to a customer-facing process and is the past, present, and future of marketing. This type of marketing helps build brand awareness and equity in order for people to know, trust and ultimately choose your brand over competitors. It ensures that a message is communicated via different platforms according to a specific strategy. Integrated marketing has now become more important than ever before and focusing on the customer and their requirements involve a more integrated view with a big emphasis on digital, traditional and the physical world all working together. If practiced properly, integrated marketing approach is a healthy balance that can yield unlimited results beneficial to the organization’s goals. This approach should be practiced not only for one department but also all departments at hotel companies should be included.With that in mind, hotels have begun applying this notion as part of their everyday outreach. Specifically, marketing methods and strategies will vary from hotel to hotel and some significant factors to analyze and research prior to drafting are: property size, management structure, type of ownership and type of hotel (luxury, business, hi-tech, economy, etc.), area demographics and psychographics, as well as the dynamics of the internal and external environment. The need for studying integrated marketing in the hotel context has been emphasized in this research which revealed that marketing strategies are crucial for hotel companies to raise their brand value and equity. In this respect, it is stressed that strategies can shape a positive hotel brand perception within the customer’s mind.