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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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Journal ArticleDOI
TL;DR: In this paper, the authors explored how marketers should combine expressed measures of intention with other available data to forecast the probability of purchase and thus to set pricing decisions, and found that individuals' attitudes and intentions are strong predictors of actual behavior.
Abstract: Purpose – The use of intentions to forecast behavior follows from the assumption that intentions are a strong indicator of an individual's actual purchase behavior. Yet most studies found the relationship between intent and actual behavior varies considerably. The purpose of this study was to explore how marketers should combine expressed measures of intention with other available data to forecast the probability of purchase and thus to set pricing decisions.Design/methodology/approach – Through a two‐stage approach, this study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey, the Vickrey auction method, and logistic regression.Findings – The results found that individuals' attitudes and intentions are strong predictors of actual behavior. However, of particular interest are lower‐purchase‐intention individuals, who acted in line with their expressed willingness to pay more than individuals with higher purchase intentions.Research...

31 citations

Posted Content
TL;DR: In this paper, the authors examine the marketing strategies of the Big 4 U.K. retail banks and examine in particular their reliance on a monolithic branding strategy, where most of their products and services are promoted under the parent brand name.
Abstract: Segmentation has long been regarded as the cornerstone of a successful marketing strategy [Buzzell (1978)] and acts as a substantive source of differentiation and competitive advantage. The alternative is an unfocused generic strategy not based on the specific needs and wants of a defined target group. For instance, in the car market companies such as Mercedes and Volvo clearly design, price, and brand their offerings to compete in very specific sectors of the market and to appeal to defined psychographic groups. However, in other markets manufacturers and service providers have been slower in implementing marketing strategies which focus on specific consumer segments and utilize a coherent branding strategy to do so. For example, in the U.K., companies operating in the financial services market are noted for deploying generic marketing strategies, particularly the Big 4 retail banks (HSBC, Barclays, NatWest, and LloydsTSB). This paper reviews the marketing strategies of the Big 4 U.K. retail banks and examines in particular their reliance on a monolithic branding strategy, where most of their products and services are promoted under the parent brand name. In particular, it seeks to examine whether such a strategy is still viable given the introduction of on-line banking and the increasing degree of competition that they face.

30 citations

Patent
28 Apr 2016
TL;DR: In this paper, a process of discovering psychographic segments of consumers with unsupervised machine learning is described, which includes obtaining a first set of consumer-behavior records, converting them into respective consumer-behaviour vectors, and classifying the second set of consumers as belonging to at least a respective one of these segments with the trained machine learning model.
Abstract: Provided is a process of discovering psychographic segments of consumers with unsupervised machine learning, the process including: obtaining a first set of consumer-behavior records; converting the first set of consumer-behavior records into respective consumer-behavior vectors; determining psychographic segments of consumers by training an unsupervised machine learning model with the first set of consumer-behavior vectors; obtaining a second set of consumer-behavior records after determining the psychographic segments of consumers; converting the second set of consumer-behavior records into respective consumer-behavior vectors; classifying the second set of consumer-behavior vectors as each belonging to at least a respective one of psychographic segments with the trained machine learning model; and predicting based on the classification a likelihood of the respective consumer engaging in behavior associated with a corresponding one of the psychographic segments.

30 citations

Journal ArticleDOI
TL;DR: In this article, the authors developed a theoretical framework of consumers' purchase intention of energy efficient home appliances and found that consumers' knowledge of eco-labels, environmental concern and perceived consumer effectiveness are the important predictors of purchase intention.
Abstract: The purpose of this study is to develop a theoretical framework of consumers’ purchase intention of energy efficient home appliances.,Non-probability quota based on age and education and purposive sampling technique have been used to assess data collected by a questionnaire survey.,The findings of the study reveal that consumers’ knowledge of eco-labels, environmental concern and perceived consumer effectiveness are the important predictors of purchase intention. However, the positive relationship between green trust and products’ functional value was found insignificant. It is believed that consumers’ are skeptical about products’ functional benefits.,Although this study has presented a holistic approach to assess consumer purchase intention for energy-efficient home appliances, there are some limitations of the current study. First, this study has focused on consumer intention to purchase energy-efficient home appliances rather than actual purchase of appliances. Ajzen (1991) argued that intention is the accurate and immediate measure of actual, but gaps exist between intention and the actual behavior of the consumers (Ajzen and Fishbein, 1980). Consumers’ intentions may not always result in actual behavior. Thus, to expand research applicability, researchers should include actual behavior of consumers by conducting interviews or collecting data from the same consumers after an interval of three to six months. Second, the study has focused on consumers’ psychographic variables, there may be many other factors such as technological variables, government and pressure group influence and media impact on consumer intention to purchase energy-efficient home appliances. Future studies can integrate the impact of these potential variables on consumer purchase intention of energy-efficient home appliances with the same model. The third limitation is related to the methodology of this study, the quantitative method has been used in this study. Future studies may use qualitative and mixed methods to better understand consumers’ inclination of purchase intention of energy-efficient home appliances in Pakistan. Besides, a qualitative study will be helpful to explore new variables that are essential in the decision-making of consumers for the purchase of energy-efficient home appliances in Pakistan. Pakistan is a developing country where the majority of the people are belonging to the middle-class; there may be many other important factors that affect consumers’ purchase intention of energy-efficient home appliances. Therefore, an in-depth qualitative study would be helpful to explore those variables in the context of a developing country.,Energy consumption has posed serious threats to the sustainability of the environment and endangered the lives of many species across the globe. Environmental degradation due to unsustainable consumptions has provided ample opportunities to the marketers that led to the development of sustainable products such as energy-efficient home appliances. In this study, the antecedent of purchase intention of energy-efficient appliances includes attitude, functional values, perceived consumer effectiveness, consumers’ knowledge of eco-labels, environmental concern and green trust. Although researchers have extended TBP to predict consumers’ purchase intention of energy-efficient appliances, studies lack to provide a holistic view from consumers’ perspective. Consumers’ concern for the safety of the environment depicts consumers tendency to purchase environmentally friendly products and promote less hazardous products. Marketers should incorporate environmentally friendly benefits to the product that serve to attract maximum consumers and maintain harmony with the environment. Consumers’ knowledge of eco-labels, green trust and functional values are a vital construct that needs focus in term of the energy-efficient appliances purchase decision. Eco-labels are one of the emerging marketing tools that serve to guide consumers related to products environmentally friendly attributes and contribute to the acceptability of products. Marketers can use eco-labels to differentiate green products from conventional and establishes consumers’ trust in product performance.,This study is relevant to energy-efficient home appliances. Systematic literature of previous studies suggested the need to conduct and examine the antecedents of energy-efficient home appliances in developing markets. This research highlights that perceived consumer effectiveness is the most influencing factor affecting intention. The implications of this study would be helpful in understanding consumers’ behavior toward the purchase of green products in developing markets.

30 citations

Journal ArticleDOI
TL;DR: In this article, a broad set of personal and digital channels and several dimensions of customer profiling, including psychographic and channel-experience variables, were used to identify four different customer journeys, based on channel combinations.

30 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202350
2022121
202156
202049
201960
201866