Psychographic

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

Rediscovering market segmentation.

Abstract: In 1964, Daniel Yankelovich introduced in the pages of HBR the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age, residence, income, and such. The predictive power of marketing studies based on demographics was no longer strong enough to serve as a basis for marketing strategy, he argued. Buying patterns had become far better guides to consumers' future purchases. In addition, properly constructed nondemographic segmentations could help companies determine which products to develop, which distribution channels to sell them in, how much to charge for them, and how to advertise them. But more than 40 years later, nondemographic segmentation has become just as unenlightening as demographic segmentation had been. Today, the technique is used almost exclusively to fulfill the needs of advertising, which it serves mainly by populating commercials with characters that viewers can identify with. It is true that psychographic types like "High-Tech Harry" and "Joe Six-Pack" may capture some truth about real people's lifestyles, attitudes, self-image, and aspirations. But they are no better than demographics at predicting purchase behavior. Thus they give corporate decision makers very little idea of how to keep customers or capture new ones. Now, Daniel Yankelovich returns to these pages, with consultant David Meer, to argue the case for a broad view of nondemographic segmentation. They describe the elements of a smart segmentation strategy, explaining how segmentations meant to strengthen brand identity differ from those capable of telling a company which markets it should enter and what goods to make. And they introduce their "gravity of decision spectrum", a tool that focuses on the form of consumer behavior that should be of the greatest interest to marketers--the importance that consumers place on a product or product category.

Profiling the Senior Traveler: An Australian Perspective

Abstract: Recently, the behavior of senior travelers has become an important area of interest because of its market size and potential for growth This study describes a study profiling senior travelers according to their demographic and psychographic characteristics Six market segments were used to highlight the differences that exist in terms of holiday attractions, travel motivations, and information sources used among senior travelers when planning and choosing a holiday Seniors are shown not to be a uniform conservative market, which has implications for marketing and product development

Segmenting cyberspace: a customer typology for the internet

Abstract: Purpose – This research sets about discovering if it is possible to identify distinct, practice‐relevant and addressable clusters by means of selected criteria for constructing typologies – such as psychographic, culturally‐specific and purchasing behaviour‐relevant features – which permit an online supplier to efficiently and effectively focus on attractive consumer segments.Design/methodology/approach – To answer the research question, the study conducted an online survey with 1,011 participants. The respondents were from three countries, each with culturally‐distinct features: France, Germany and the US. Underpinning the research are theoretically‐secured constructs of purchasing behaviour on the internet.Findings – Cluster analysis confirmed the outstanding validity of a three‐cluster‐solution (97.7 per cent score) – risk‐averse doubters, open‐minded online shoppers, and reserved information‐seekers. Discriminant analysis shows that certain constructs, particularly “neuroticism”, “willingness to buy” ...

Segmenting customer brand preference: demographic or psychographic

Abstract: A multi‐segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic and psychographic variables based on the differentiation of consumer brand preference were used to elicit the characteristics of market segments. In a comparative evaluation, the multi‐combination variables of demographic segmentation exhibited market‐segmenting capabilities equivalent to those of psychographic segmentation. The purpose of this research is utilizing multiple segmentation variables to identify smaller, better‐defined target sub‐markets for enhancing business competitive advantages.