Psychographic

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

Seven things you need to know about… marketing in the 21st century

Abstract: Urgent email to marketing directors: your days may be numbered. More and more companies are waking up to the fact that they have abdicated control of the customer to the marketing organisation. Standard marketing practice, developed in big consumer goods companies, was to stamp out psychographic segments and invest heavily in reaching consumers through advertising media. But those tools took no notice of the customer experience once the product was sold. The world has moved on. Marketing in the 21st century is all about delivering the customer experience. Future generations of consumers will have more discretionary income, less time and more choices, and will display wholly new spending patterns, depending on age, geography and wealth. To keep up with these consumers, marketers will have to anticipate ‘crossover’ buying behaviour – the same shopper will buy an Armani suit on Tuesday and scour for bargains at Wal-Mart at the weekend. And marketing will have to prepare for surprising crosscategory competition – sweet manufacturers suddenly find themselves competing with mobile phone-makers for the discretionary income of teenagers. What customers want in this cross-category world is a customer experience, not just a product. And they’re not impressed by most of what’s currently on offer. When Bain & Company recently surveyed 362 firms, it found that 80% believed they delivered a “superior experience” to their customers. When customers were asked, it was a very different story: they said that only 8% of companies were really delivering. To close the gap, companies need to put customers at the heart of the organisation. Here’s what it takes: DESIGN

Getting to know you: Psychographics' place in public relations research

Abstract: This paper discusses the contribution psychographics can make to the public relations process. While marketers and advertisers rely on building up groups through individuals' consumer purchasing behaviour, public relations practitioners have traditionally assessed different groups' public opinion to provide guidance in developing communication. Psychographics offers practitioners a dimension between the individual and the group choices that takes into consideration the individuality of the marketing/advertising approach and the group mentality of the public opinion process. Correctly researched, psychographics can also add attitudinal and behavioural information to traditional demographic categories, allowing practitioners to tailor communication to match the attitudes and perceptions of their target publics. The key, of course, to making effective use of psychographics is carefully constructing the research to generate the genuine responses that accurately reflect target publics' feelings, motivations and values.

Determinanten der Nachfrage ökologischer Lebensmittel

Abstract: This paper deals with the question of the psychographic and socio-demographic factors influencing the purchase behaviour for organic food Based on purchase data from household panels a causal model was developed and tested using the structural equation modelling method with SSI LISREL The analysis revealed new insights about consumer behaviour regarding organic food While the influence of the classical consumer segmentation criteria ‘income’ and ‘education’ was proven to be not significant, the purchase behaviour was primarily determined by selfish buying motives Consumers buy organic products because they taste better, contain fewer residues and are considered to be healthier In opposite, the influence of altruistic buying motives regarding environmental friendly behaviour was not significant Up to now the organic market has not yet reached customers with positive attitudes towards fast food and snacks

Segmenting Internet shoppers based on their web-usage-related lifestyle: a cross-cultural validation

Abstract: Online surveys in the US and Belgium were conducted to cross-culturally validate the Internet shopper lifestyle scale (Smith and Swinyard, 2001). Special attention was devoted to sample, construct and measurement equivalence. In both countries, the same six basic dimensions were found to underlie the scale: Internet convenience, perceived self-inefficacy, Internet logistics, Internet distrust, Internet offer, and Internet window-shopping. Except from having the same basic meaning and structure in Belgium as in the US, the Web-usage-related-lifestyle scale also led to the same segments in both countries. Four online shopping segments (Tentative Shoppers, Suspicious Learners, Shopping Lovers and Business Users) and four online nonshopping segments (Fearful Browsers, Positive Technology Muddlers, Negative Technology Muddlers and Adventurous Browsers) are profiled with regard to their Web-usage-related lifestyle, themes of Internet Usage, Internet attitude, psychographic and demographic characteristics.

Explaining Consumer Attitudes And Purchase Intentions Toward Organic Products: Contribution From Consumer Psychographic Charateristics

Abstract: xiii CHAPTER 1: RESEARCH OVERVIEW 1