Topic
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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TL;DR: In a follow-up study to one conducted on franchisees in five Ontario cities in 1989 as discussed by the authors, the authors looked more fully at personality and attitudinal variables affecting franchisees' job-involvement levels.
Abstract: This paper presents the findings of a mail survey distributed to franchisees in two Ontario cities. This was a follow-up study to one conducted on franchisees in five Ontario cities in 1989. The purpose of the study was to look more fully at personality and attitudinal variables affecting franchisees' job-involvement levels. The three psychographic variables of Type “A” Behaviour, Innovativeness, and Cognitive Complexity appeared to be key predictors in defining franchisees' job-involvement levels, the findings further showed that the franchisees were job-involved, moderate Type ‘A’s, with innovative and cognitively complex profiles.
6 citations
TL;DR: In this paper, the authors examined the understanding and use of psychographics as a segmentation technique by advertising practitioners and marketers in South Africa and found that psychographics is used somewhat incorrectly by some marketers and advertising agencies, however it is normally used with other segmentation techniques, thus minimizing any mistakes that could result in incorrect targeting of markets.
Abstract: This study examines the understanding and use of psychographics as a segmentation technique by advertising practitioners and marketers in South Africa. A comprehensive literature review of psychographics is undertaken. In addition, a review of segmentation techniques used in South Africa is given. A sample of 53 advertising agencies and 54 marketing professionals were studied. The results show that there is a low level of understanding of psychographics as a segmentation technique by both groups. The findings also show that there is no significant difference between marketing professionals and advertising practitioners in their understanding and utilization of psychographics as a segmentation technique. Although psychographics is used somewhat incorrectly by some marketers and advertising agencies, it is however normally used with other segmentation techniques, thus minimizing any mistakes that could result in incorrect targeting of markets.
6 citations
TL;DR: In this paper, the authors measured the role of consumer demographics, i.e., age, gender, education, income, and marital status and psychographic characteristics such as perceived consumer effectiveness, environmental concern, altruism and liberalism in predicting ecological conscious buying behavior.
Abstract: Researchers have continued to study green consumers' characteristics, habits, and lifestyle, which significantly influence their buying behaviour. In the same vein, the present study aims to measure the role of consumer demographics, i.e., age, gender, education, income, and marital status and psychographic characteristics such as perceived consumer effectiveness, environmental concern, altruism and liberalism in predicting ecological conscious buying behaviour. The research employed a survey-based method to test at theoretically grounded set of hypotheses. A structured questionnaire of 32 items was administered on 306 respondents to collect the data. Three statistical models were tested using regression analyses to test the hypotheses. All three models were found significant. The results witnessed that psychographic characteristics of consumers are more important to predict ecologically conscious behaviour. The environmental concern is seen to be the most important variable followed by perceived consumer effectiveness and altruism. The implications of the findings and need for future research are discussed.
6 citations
TL;DR: In this paper, the authors identified segments of targeted consumers for pigmented rice sales and developed marketing strategy to increase consumption of healthy food including pigmented Rice, and grouped consumers based on their psychographic aspects i.e. motivation, health awareness, and lifestyle.
Abstract: The trend of people changing to healthier lifestyle has contribution to increase consumption of healthy food including pigmented rice. Demand for pigmented rice in the special province of Yogyakarta has risen but farmers are still having difficulties in marketing their produce. This research aimed (1) to identify segments of targeted consumers for pigmented rice sales, and (2) to develop marketing strategy for pigmented rice as a functional food. The research was conducted in districts of Yogyakarta, Sleman, and Bantul. Consumers were grouped based on their psychographic aspects i.e. motivation, health awareness, and lifestyle. It seemed that farmers needed to do rebranding upon their products and focusing on consumers with high awareness toward their health. Keywords: Functional Food; Marketing Strategy; Pigmented Rice; STP Analysis
6 citations
29 Jun 2015
TL;DR: In this paper, the authors examined the general aspects of the Baby Boomer, X and Y generations in terms of demographic and psychographic dimensions and focused on adding a new cluster of dimensions to discriminate them regarding their attention level to the communication content and advertisements that they incur.
Abstract: The article includes examination of the general aspects of Baby Boomer, X and Y generations in terms of demographic and psychographic dimensions and focuses on adding a new cluster of dimensions to discriminate them regarding their attention level to the communication content and advertisements that they incur. In this study it is found out that the cohorts can be discriminated through their attention level on the shared platform of advertising appeals of ; Creativity, Celebrity Endorsement, Reference Group, Emotion Evoking and Sexual Connotation. The variance between the old and the young generations explained on the ground of existential philosophy.
6 citations