Psychographic

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

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.

Comparing Visitor Profiles at Heritage Tourism Destinations in Eastern North Carolina

Abstract: Since the development of marketing thought during the post-World War II years, great strides have been made in developing more sophisticated methods for profiling consumers of hospitality and tourism goods and services. The purpose of this study was to develop a profile of visitors that was based on lifestyle and activity level preferences and personal values. These psychographic measures were then compared to relevant demographic data provided by study participants. Study findings showed that the visitors' demographic characteristics were extremely homogeneous, especially their level of educational attainment. Respondents were also very homogeneous with regard to their lifestyle and activity level preferences and their personal values systems. In addition, the study identified the presence of interaction between respondents' lifestyle preferences and personal values according to their gender. The study findings are relevant to marketing researchers and practitioners who are seeking avenues to en...

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.

Psychographics: Some Additional Findings

Abstract: In a recent JMR article. Wells undertook a critical review of psychographics. The writers present additional product-related psychographic findings. They also provide evidence on the question of re...

Hedonic Consumption Characteristics Related to Products and Services where Fashion Involvement Plays an Important Role, A Field Study from Eskisehir, Turkey

Abstract: This study intends to find out the relationship between hedonic consumption and consumers’ demographic and psychographic traits as within the scope of fashion goods and expensive services. A survey is applied to 1020 respondents selected via stratified sampling from EskiAŸehir, a city of Turkey with 700.000 inhabitants. The respondents are required to answer 44 questions of which five are related to demographic characteristics of these respondents. The rest 39 are statements which are designed to reflect the hedonic consumption behavior of these people. The study consists of five parts. The first part is an introduction where the scope and the purpose of the study are concisely stated. The second part relates to the theoretical background of the subject matter and the prior researches carried out so far. The third part deals with research methodology, basic premises and hypotheses attached to these premises. Research model and analyses take place in this section. Theoretical framework is built and a variable name is assigned to each of the question asked or proposition forwarded to the respondents of this survey. 39 statements or propositions given to the respondents are placed on a five-point Likert scale where 1 stands for ‘strongly disagree’ and 5 represents ‘strongly agree’. The remaining five questions about demographic traits as age, gender, occupation, educational level and monthly income are placed either on a nominal or ratio scale with respect to the nature of the trait. Ten research hypotheses are formulated in this section. The fourth part mainly deals with the results of the hypothesis tests and bivariate and multivariate analysis is applied to the data on hand. Here exploratory factor analysis reduces 39 variables to six basic components. In addition non-parametric biraviate analysis in terms of Chi-Square is applied to test the hypotheses formulated in this respect. The fifth part is the conclusion where findings of this survey are listed.