Psychographic

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

An Analysis of the Factors that Influence the Influencers’ Recommendations with Regard to the Purchase of Automotive Lubricants for Two-Wheelers

Abstract: Previous researches have established that purchase and usage of automotive lubricants for two-wheelers is influenced by workshop mechanics (influencers). This research focuses on the factors that influence the recommendations of these influencers and extracts five factors. The paper concludes with suggestions to marketers to segment influencers of their customers based on their psychographic profile and design customized marketing interventions initiatives to cost-effectively achieve the desired poisitive brand recommendation.

Specifics in Brand Value Sources of Customers in the Banking Industry from the Psychographic Point of View

Abstract: Financial institutions have not paid much attention to customers in the past. In the Slovak republic, this approach has changed only since the late 1990s. Banks have recognized that understanding the customer and its behaviour is key to their success. This contribution aims to answer the research question of whether there are different segments of customers (generations) that would differ in the level of perception of the bank's brand subconsciously. The data used in the presented study was obtained by our survey carried out by a sample size of 2000 respondents (Slovak citizens older than 15 years of age). The given data has been statistically evaluated by testing hypotheses and the factor analysis supported by the implementation of the Kaiser-Meyer-Olkin (KMO) Test, Bartlett's test of sphericity, and calculation of Cronbach's Alpha for brand value sources in general as well as for all generation. In accordance with previously mentioned, the results consist of the identification of specifics in brand value sources in the banking industry on the case study of Slovak Republic creating so a platform for future research of relevant disparities in cross-cultural brand value sources from the psychographic point of view. Implications for the Central European audience: There are some implications of the article in managerial practice. First of all, the paper presents a valuable source of relevant information for brand managers. They are anticipated to enhance and deepen the understanding of managerial previous practice as well. Overall, the findings help to understand the complexity of internal and external factors motivating consumers to interact with the brand, generating added value for consumers.

Levels of Facebook Use: Evidence from Egypt

Abstract: This study aims to explore the factors which discriminate between the use at different levels of the social media in Egypt. Facebook will be the focused of this research, as a particular application of the social media. The study will divide Facebook users on the basis of three groups of factors, namely, Internet experience, psychographics and satisfaction and will relate these factors to three levels of Facebook use: heavy, moderate and light. A sample of 384 users was drawn from the Facebook users in Egypt. Data were analyzed using Structural Equation modelling; the findings indicate that Internet experience, Internet lifestyle and satisfaction are the significant determinants of one’s level of Facebook use.

The Effect of Green Advertising as a Moderator on Green Purchase Attitude - Green Purchase Intentions Relationship. The Case of Young Egyptian Consumers

Abstract: Purpose: This study aims to examine the effect of green advertising as a moderator on Green Purchase Attitude (GPA) - Green Purchase Intentions (GPI) relationship. However, in order to get a deeper insight on the different factors that could affect GPI, this current paper will also test how different psychographic and attitudinal factors could predict Environmentally Conscious Consumer Behaviour (ECCB). Then, in turn, it will test the effect of Environmentally Conscious Consumer Behaviour (ECCB), and Green Purchase Attitudes (GPA) on Green Purchase intentions (GPI). Design/methodology/approach: Surveys were distributed among university students. Findings: The results offer insight as Gender was identified as the only demographic that acts as a predictor to ECCB while both perceived consumer effectiveness (PCE) & environmental concern (EC) as psychographic predictors. Further, empirical support was evident for a direct impact of the relationship between Environmentally Conscious Consumer Behaviour (ECCB) on Green Purchase Attitudes (GPA). Finally, cognitive and affective responses to green advertising were found to moderate the relation between Green Purchase Attitudes (GPA) & Green Purchase Intentions (GPI). Research limitations/implications: A major limitation lies in the small sample size used in the study. Future studies should include bigger sample size, yet, more variables to embrace the complicated topic of green purchase intentions. Originality/value: This paper offers practical and deep guidelines to international green marketers who are planning to target the Egyptian market as an example of middle-eastern markets.

Exploring Lifestyle Orientation, Attitudes Toward Lifestyle Merchandising, and Attitudes Toward Lifestyle Advertising as Predictors of Behavioral Intention to Purchase Lifestyle Home Furnishing Products

Abstract: A number of lifestyle merchandising and advertising strategies are being used in the home furnishings industry. However, there is limited research regarding the effectiveness of these strategies. The purpose of this study was to explore consumers' attitudes toward the lifestyle concept. Analyses of several consumer behavior variables and descriptors offered noteworthy findings for the home furnishings industry. This study found that although lifestyle orientation is a valuable tool for delineating consumer markets, these segmentations were not significant determinates of consumers' preference for elements of the lifestyle construct. Retailers and manufacturers are not simply creating home furnishing collections that target the needs of specific psychographic segment, but rather creating lifestyles being aspired to obtain. Although respondents scored the attitude variables neutral, the current market environment offers many examples of successfully home furnishing implementations of the lifestyle concept. These success stories coupled with additional findings indicate consumers' positive response to lifestyle merchandising.