Psychographic

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

The determinants of life insurance ownership : the mediating effect of risk perception

Abstract: The conventional life insurance and family Takaful market penetration rate was at 54.6 percent in 2015 indicating that about half of the Malaysian population is still uninsured. This study is conducted to investigate (a) the relationship of life insurance ownership with demographic and psychographic factors, and (b) the mediating effect of risk perception on the relationship between psychographic factors (i.e. personal value, risk attitude and trust) and life insurance ownership. A stratified random sampling technique was used to collect data from July to December 2015 in the four states located at the Northern regions of Malaysia, namely Kedah, Perlis, Penang and Perak. A total of 408 individuals approached at their work places and shoppers intercepted in the malls were surveyed. The data collected were analysed using binary logistic and multiple regressions. The respondents in their 20’s and 30’s are found more likely to own life insurance as compared to the respondents aged below 20 years old. Most of the life insurance policyholders are males, Chinese and Indian, and those who are middle income earners. The findings on psychographic factors show that trust has a significant positive relationship with life insurance ownership, and there is a significant mediating effect of risk perception on the relationship between trust and life insurance ownership. The respondents who trust their life insurance agents are found to have low risk perception of the purchase of life insurance. Thus, they tend to own life insurance. This study proposes that extensive ownership promotions of family Takaful and micro-insurance be targeted to Muslim individuals and low-income earners. The actions in fulfilling prospective policyholders’ needs, building trust in life insurance agents and creating awareness about the importance of life insurance are vital to encourage those who do not own life insurance to purchase life insurance.

Analisis segmentasi terhadap keputusan pembelian produk eiger di bandar lampung

Abstract: ANALYSIS OF SEGMENTATION ON PURCHASE DECISION FOR EIGER PRODUCT IN BANDAR LAMPUNG By NANANG KHOIRUL AHMADI Purchase decision is strongly affected by consumer behavior so that the purchase decision is needed for selling products. Moreover, the purchase decision is also the consumer behavior in effort to fulfill desire and need. In addition, the purchase decision is the process of deciding the attitude to purchase goods and services so that the consumer behavior needs its process because human experience changes in every moment. Changes directly affect the consumer behavior patterns including geographic, demographic, psychographic, and behavioral factors. The objective of this research was to determine whether the demographic and psychographic segmentation significantly affects the purchase decision on Eiger products in Bandar Lampung. Sample of this research was Eiger product users (550 people) in Bandar Lampung. The type of this research was a quantitative research with CHAID Exhaustive method. The result of this research was that there was an effect between the demographic segmentation and the purchase decision and there was an effect between psychographic segmentation and the purchase decision. Keywords: Segmentation, Purchase Decision

Investigating consumer ethics: a segmentation study

Abstract: Purpose The plague of unethical practices in global businesses has sparked much research on the role of ethics in today’s business and society. One of the most effective tools to understand consumers’ motivation and behaviour is segmentation. Hence, the purpose of this study is segment ethical consumers based on consumer-ethics variables (i.e. actively benefiting, passively benefiting, questionable behaviour, no-harm, recycling and doing good). Design/methodology/approach Using a sample from the general population in Australia (N = 517), a TwoStep cluster analysis was conducted using baseline consumer ethics psychographic measures. The analysis resulted in three distinct segments: “The Good Samaritans”, “The Mainstream Ethical Consumers” and “The Unethical Consumers”. Findings The results clearly reveal that segments do exist among consumers in regards to their ethical beliefs. The study shows that a large percentage of consumers are ethical, there is also a segment consisting of unethical consumers. Research limitations/implications The study shows that only a small percentage of consumers are highly ethical (i.e. The Good Samaritans). This shows an opportunity for educators and public policy makers to push the “Mainstream Ethical Consumers” to become the “Good Samaritans”. The Good Samaritans are consumers who will go above and beyond to be ethical and more likely to do good toward the society. Practical implications Unethical consumers comprise a unique segment where researchers, educators and public policy makers need to focus on when addressing unethical consumer behaviour in the society. Originality/value This is one of the first few studies to segment consumers based on the consumer ethics scales. By understanding different segments within consumers, the results of this study will assist researchers, managers and public policy makers address unethical behaviour in society.

Generation x and y expectations about wine tourism experiences: douro (portugal) versus napa valley (usa)

Abstract: The wine industry has become increasingly competitive with a known surplus of wine on the global market. Many studies have concentrated their efforts on meeting the needs of the existing Baby Boomer population, aged between 44 and 65. However, to ensure sustainability, it is crucial that wineries with cellar door services explore the perceptions of the future Generations X (born between 1965 and 1977) and Y (born between 1977 and 1994) due to their segment size and buying power. The purpose of this study is to understand these market segments’ perceptions, determine their demographic and psychographic profiles, using social networking platforms in order to assess their expectations about cellar tour experience. A theoretical framework and a quality indicators’ set for the wine experience mix is proposed. This study aims to provide to wine tourism operators some insights about wine perceptions (wine quality and price) and the experience mix: exterior and interior ambiance, service and staff competencies and convenience attributes.