Psychographic

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

Profiling green consumers through culture, beliefs and demographics: an Indian study

Abstract: Consumers today not only view companies as profit centres, but also as institutions that should be sensitive to social problems such as environmental degradation. As a result, organisations have started considering the environmental needs of consumers by focusing on 'sustainability as a business goal'. Green products may help companies to improve their bottom line and brand image. This paper forms green consumer segments on the basis of cultural values, psychographics, and demographics. Demographics include income, gender and education. Cultural values include collectivism and long-term orientation (LTO) from Hofstede and man-nature orientation (MNO) from a value orientation model by Kluckhohn and Strodtbeck (1961). Psychographics are derived from theory of planned behaviour (TPB). The results indicate that there are four distinct segments. Two of these segments 'female green activists' and 'green outlook male activists' are identified as the groups that are more willing to buy green products. Finally, implications from the results are derived for practitioners and policy-makers to develop targeting strategies for these segments.

Service interest and cluster membership - Who are the pioneering users in energy efficiency service markets?

Abstract: This article studies the structure of the energy efficiency service markets in Finland. The research focuses on studying who are the most pioneering users of energy efficiency services. In a previous paper, consumer’s interest in different types of innovative energy efficiency services was identified. Psychographic characteristics were found that describe people according to their leaduserness, skepticism and mass market following behavior. The aim of the present paper is to fill in the gap and deepen the understanding by studying how the most pioneering users differ from other consumers in the market. We draw on the background of lead user theory by von Hippel (1995) and of diffusion of innovations theory by Rogers (1995) and Moore (1991). The research is based on an empirical survey conducted in Finland in 2013. The results show that the most pioneering users differ statistically from the mass market consumers.

Why do Japanese people visit hot springs during a pandemic? A psychographic segmentation analysis

Abstract: An increasing number of tourism studies are focusing on travel anxiety, fear, and worry, especially in light of the COVID-19 pandemic. This study explored the impact of worry on individuals' intentions to visit Japanese hot springs (onsen) during the COVID-19 pandemic. A market survey (N = 1042) was conducted in Tokyo. Psychographic segmentation based on exploratory factor analysis was used to group Japanese respondents. Three separate segments emerged as a result: Concerned Visitors, Carefree Visitors, and Trusting Visitors; these segments were based on perceived threat intensity, perceived infectability, response efficacy, self-efficacy, and crowded perception and attitude. These segments were then profiled using factors based on demographic information and visit intention under three criteria: a) without external travel incentives, b) with an attractive travel package, or c) discounts provided by the national Go to Travel campaign. Both attractive package prices and discounts provided by Go to Travel had a small effect on boosting visit intention. Notably, a carefree attitude toward COVID-19 did not increase visit intention and should not be considered a factor that may increase the number of people visiting onsen. Meanwhile, marital status and household composition significantly impacted intention to visit. The segments differed significantly by age, marital status, and family composition, but not gender. A better understanding of market segments is critical for hot spring destinations. Trusting visitors can be motivated to visit through external incentives. Although visiting onsen is not the main travel motive of Carefree Visitors, they might be encouraged to visit if campaigns contain vouchers for visits at their selected travel destination. The risk perceptions of Concerned Visitors might be lowered by the limiting visitor numbers, providing discounts during off-peak hours, or to onsen towns in remote locations are encouraged. Promotional material can highlight if rooms offer private pools or tubs. The motivation of visiting onsen for social activities has been lost significantly among all respondents, and offering group discounts is discouraged.