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Psychographic

About: Psychographic is a research topic. Over the lifetime, 1307 publications have been published within this topic receiving 39696 citations.


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Journal ArticleDOI
02 Oct 2017
TL;DR: In this article, the authors analyzed the individual and relative importance of psychographic and demographic factors in influencing green behavior of green consumers and found the niche segmentation of young consumers as a solution to psychographic or demographic predicament, which can be used for effective targeting and positioning strategy of green marketing.
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.

10 citations

Book
01 Jan 1993
TL;DR: In this paper, the authors present a comprehensive market guide based on the 50+ Studies, a unique mathematical psychological-based study of 3,000 seniors, and break the market into key segments based on attitudes and motivations, as well as specific demographic and psychographic data.
Abstract: People over 50 account for 43 percent of all U.S. households and half of all discretionary income. This comprehensive market guide is based on the 50+ Studies, a unique mathematical psychological-based study of 3,000 seniors. By breaking down the market into key segments based on attitudes and motivations, as well as specific demographic and psychographic data, the authors reach a level of sophistication never before achieved in researching this market. Topics include detailed psychographic and demographic data; trends developing among senior segments; attitudinal and motivational factors for purchasing; marketing oppportunities to this population; and practical guidelines for reaching potential buyers.

10 citations

Posted Content
TL;DR: In this paper, the determinant factors in the taking of three basic decisions on the part of holidaymakers: going on holiday, foreign holidays and multi-destination holidays were analyzed.
Abstract: This study analyses determinant factors in the taking of three basic decisions on the part of holidaymakers: going on holiday, foreign holidays and multi-destination holidays. We propose various research hypotheses relating to the impact on these decisions of various personal characteristics. The methodology used estimates various Binomial Logit models. The empirical application carried out in Spain on a sample of 3,781 individuals allows us to conclude that personal characteristics related to the chosen destination, personal restrictions and socio-demographic and psychographic characteristics are determinants of these decisions.

10 citations

Journal ArticleDOI
TL;DR: In this paper, the authors investigated disparate customer segments in the grey sector and found that different psychographic categories had different personality based characteristics that need to be tapped into in order to better capture attention and interest.
Abstract: Purchasing decisions for “aids to daily living” (ADL) by the disabled and elderly tend to be commodity based to which value cannot be added through sales propositions. This paper reports research that investigated disparate customer segments in the “grey” sector. Quantitative research suggested that in order to develop market potential, different consumers need to be targeted and communicated to in different ways. Different psychographic categories had different personality based characteristics that need to be tapped into in order to better capture attention and interest. The traditional view of older people needing a rehabilitation product as being “desperate” needs to be changed through the use of promotional messages concentrating more upon humour and wit.

10 citations

Journal ArticleDOI
TL;DR: Observations on how commercial TV advertising usually works with young people are presented, the special circumstances using advertising as a smoking prevention tool are discussed, and research to guide future efforts are suggested.
Abstract: This paper presents observations on how commercial TV advertising usually works with young people, discusses the special circumstances using advertising as a smoking prevention tool, and suggests research to guide future efforts. It is important for prevention efforts to recognize that in everyday life many young people are not systematic decision-makers; their intentions are extremely volatile and context-dependent, and they are highly spontaneous. So trying to change their smoking risk status with a TV ad that affects their conscious intentions toward smoking may not impact how they react when someone offers to share a cigarette with them behind the garage--even if it affects how they answer a "Do you think you'll ever take up smoking?" question right after seeing the ad. Advertising is good at getting consumers to focus on products--either in creating new brands, or in keeping familiar brands foremost in mind. Advertising is also good at providing models of concrete behaviors for people to imitate. Prevention efforts need to use advertising for what it is good at, and by and large this means being very concrete. Ultimately, for research to contribute to better prevention advertising, it needs to give the people who actually create that advertising a set of vivid, compelling images of who it is they are trying to reach and what it is that moves them. Some research methods which, when done properly, can serve this function are focus groups, anthropological studies, psychographic segmentations, moment-by-moment observational measurement, improved copy-testing methodology, and grounded-theory development.

10 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202350
2022121
202156
202049
201960
201866