Psychographic

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

Market segmentation in Malaysia by using psychographic dimensions for unit trust products

Abstract: The aim of this study is to identify the values and lifestyles that best explain financial unit trust behaviours As an exploratory study, this paper adapts the values and lifestyle scale from previous studies to the Malaysian context Data were obtained from a questionnaire handed out to a cluster sample of 1350 customers A factor analysis was conducted on the information obtained Results of the analysis reveal nine factors of segmentation of Malaysian customers The core segmentation for Malaysian customers is characterised by their feeling of self-fulfilment as people always try to improve themselves and take actions which pose a new challenge for them The results of this study might be used by financial marketers to market their new unit trust products Further research is needed to include new psychographic variables Key words: Segmentation, Malaysia, lifestyle, psychographic, AIO, unit trust products

Demographic and Psychographic Factors of Social Isolation During the COVID-19 Pandemic: The Importance of Technology Confidence

Abstract: The COVID-19 pandemic presents an unprecedented situation in which physical distancing and "stay at home" orders have increased the pressures for social isolation. Critically, certain demographic factors have been linked to increased feelings of isolation and loneliness. These at-risk groups for social isolation may be disproportionately affected by the changes and restrictions that have been implemented to prevent viral spread. In our analysis, we sought to evaluate if perceived feelings of social isolation, during the COVID-19 pandemic, was related to demographic and technology-related psychographic characteristics. Older adults across Canada were surveyed about their demographic background, their feelings concerning confidence and proficiency in technology use, and how frequently they have felt isolated during the pandemic. In total 927 responses from Canadians over 65 years old, of varying demographic characteristics were collected. Our data shows that many older adults are feeling isolated "Often" or "Some of the time" in 2020, regardless of most demographic factors that have been previously associated with increased isolation risk. However, feelings of proficiency in using technology was an important factor affecting feelings of isolation. Given that technology proficiency is a modifiable factor, and remained significant after adjustment for demographic factors, future efforts to reduce social isolation should consider training programs for older adults to improve technology confidence, especially in an increasingly digital world.

You don’t have to tip the human waiters anymore, but… Unveiling factors that influence consumers’ willingness to pay a price premium for robotic restaurants

Abstract: Purpose This study aims to simultaneously examine the influence of demographic, psychographic and situational factors on consumers’ willingness to pay a price premium (WTPp) for robotic restaurants and to profile market segments based on consumers’ WTPp levels (positive, neutral and negative). Design/methodology/approach Using an online survey, the data were gathered from a sample of 897 Thai consumers who had dined at a robotic restaurant in the past 12 months. Structural equation modeling, chi-square tests and the one-way analysis of variance were used for data analysis. Findings Demographic (gender, age, income and marital status), psychographic (perceived advantages/disadvantages, personal innovativeness and personality traits) and situational factors (perceived health risk and self-protection behavior) significantly influence consumers’ WTPp for robotic restaurants. The positive price premium group differs significantly from the neutral and negative price premium groups in terms of demographic, psychographic and situational profiles. Practical implications The findings of this study help restaurateurs target the correct customers and set up appropriate price fences to safeguard profits and maximize return on investment. Originality/value This study contributes to the literature on technology-based services and hospitality by heeding the calls made by Ivanov and Webster (2021) and providing much-needed empirical evidence of possible changes in consumers’ WTPp for robot-delivered services in restaurants due to COVID-19.

Attracting Consumers by Finding out Their Psychographic Traits

Abstract: Psychographic segmentation is a crucial strategy on target markets. It is considerable to find out and implement based on consumers' needs and wants which are changing by socio-economic factors and new technologies as well. The aim of this article is to investigate on preliminary studies about psychographic variables and segmentation as a strategy. Consumers are surrounded by product or service offerings at the markets that each of them has own pros and cons for communicating with the consumers' psychographic traits. In addition, marketers distinguish the consumers who have similarity and differences as segments for better selling and more profitable product or service on target markets. Therefore, knowing consumers and considering their desires are precisely issues on marketing strategies.

Local art museums and visitors: Audience and attendance development. Theoretical requirements and empirical evidence

Abstract: During the 20th century museum visitor studies have used different approaches with varying results. They have covered not only individual demographic and psychographic characteristics, but also the motivation, needs and expectations of both visitors and nonvisitors. According to the visitor-oriented approach, most research has been suggested to attract and satisfy new audiences promoting social interaction and the emotional involvement of visitors through edutainment, new technological devices, exhibitions and other 'blockbuster' events.In this paper we will analyse the content and language of art museum communication, to verify if the general knowledge people have when they visit a museum is sufficient to understand and appreciate the complex value of exhibits in museums and if museum communication strategies are suitable to the mise en valeur of local cultural heritage. Analysing the findings of a local survey on the relationship between museums and their real and potential visitors, carried out among students, the following paper argues that museums and education should enhance the distinctive features of local cultural heritage, both to promote the understanding of its complex value and to reach new audiences.