Topic
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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TL;DR: In this article, the characteristics of triathlon participants and segment the overall market into smaller segments of consumers were investigated using a k-means cluster analysis which suggested three clusters: serious pursuiters, sport lovers, and socialisers.
Abstract: Triathlon has grown and therefore it is important for managers and marketers of triathlon events to know more about their participants. The purpose of this study is to investigate the characteristics of triathlon participants and segment the overall market into smaller segments of consumers. Data on the behaviour, psychographics (lifestyle), and demographics of triathletes was collected by means of an online survey in Germany (n = 786). Lifestyle segmentation was undertaken using a k-means cluster analysis which suggested three clusters. They were labelled serious pursuiters, sport lovers, and socialisers depending on the activities and interests they have in their leisure time. The chi2-test revealed significant differences among clusters in terms of age, gender, years of participation, time of practice, and expenditure. The findings have implications for several stakeholders and allow them to specifically target different groups of triathlon participants.
28 citations
TL;DR: Binge drinkers were best differentiated from social drinkers and non/seldom drinkers by social-hedonic characteristics such as social-affiliation values, psychological consequences of drinking, recreational shopping orientations, and social situations.
Abstract: On the basis of alcohol consumption rates, the authors segmented a sample of college students (N = 669) into four types: the non/seldom drinker (17%), the social drinker (43%), the typical binge drinker (25%), and the heavy binge drinker (14%). Once the four segments were defined, each was profiled employing a psychographic scheme that encompasses personal values, beliefs regarding drinking, alcohol shopping orientations, situational contingencies, and demographics. Binge drinkers were best differentiated from social drinkers and non/seldom drinkers by social-hedonic characteristics such as social-affiliation values, psychological consequences of drinking, recreational shopping orientations, and social situations. Binge drinkers were also differentiated by several other market/consumption relevant factors. On the other hand, several utilitarian characteristics, such as health/moral consciousness, differentiated non/seldom drinkers from other groups. Discussion and the implications of this study are presented with the goal of aiding binge drinkers themselves as well as prevention and intervention practitioners.
28 citations
TL;DR: In this article, the authors compared higher income Hispanic and non-Hispanic consumers' demographics, psychographics, perceived income, and perceived race and ethnicity, and found that higher income Hispanics were more likely to be white.
Abstract: Little research is available on higher income Hispanic consumers. Thus research was conducted to compare higher income Hispanic and non-Hispanic consumers' demographics, psychographics, perceived i...
28 citations
TL;DR: The use of astrology, potentially, allows us to combine the measurement of demographics, with the psychological insights of psychographics, but can provide a more accurate insight into consumer psychology as discussed by the authors.
Abstract: For segmentation purposes, demographic variables are cheap and easy to measure, while psychographic variables are harder to measure, but can provide a more accurate insight into consumer psychology. The use of astrology, potentially, allows us to combine the measurement of demographics, with the psychological insights of psychographics. Suggests that a prima facie case exists for the suitability of astrology as a segmentation variable since it creates segments which are measurable, substantial, accessible, exhaustive, relatively stable over time, likely to respond differently towards different marketing programmes and have clear boundaries. Although it would be unrealistic to claim that astrology can be universally applied to all markets in all industries, it may have some use when applied to certain populations or sub‐groups within certain lifestyle and personality‐related markets.
27 citations
Patent•
11 Apr 2001
TL;DR: In this article, a computer-based psychographic matching system was proposed for an electronic advertising system, where a person places a personal ad on the system, either via a telephone or via the Internet, the person creates a personal psychographic profile (a subjective makeup of preferences) of himself by selecting his preference for various items, such as musical pieces, environmental sounds, poetry selections, etc.
Abstract: The present invention relates to an electronic advertising system. More specifically, the present invention provides a computer based psychographic matching system that is significantly more effective and convenient for the advertiser. In the present invention, when a person places a personal ad on the system, either via a telephone or via the Internet, the person creates a personal psychographic profile (a subjective makeup of preferences) of himself by selecting his preference for various items, such as musical pieces, environmental sounds, poetry selections, etc. At the conclusion of the profiling process, the system automatically finds other advertisers (whether they placed their ad via audiotext or the Internet) whose profiles match the new advertiser's profile. The system then gives the new advertiser information on how to contact all of the recorded matches.
27 citations