Psychographic

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

Residents’ place image: a meaningful psychographic variable for tourism segmentation?

Abstract: While there has been a considerable body of research on tourists’ place image, there remains limited attention on residents’ place image, specifically, in relation to its segmentation utility This study seeks to address this oversight by a) clustering the local residents based on the image held of a tourism place, and b) exploring the extent to which the identified image-based resident clusters share similar (dissimilar) demographic characteristics and attitude towards tourism development Empirical analysis was based on a sample of 481 residents of a Greek city The findings support the utility of residents’ place image as a psychographic segmentation variable revealing the existence of three distinct resident groups - termed “Nature Loving”, “Apathetic” and “Advocate” Results also suggest that these resident groups exhibit dissimilar demographic characteristics and dissimilar attitude towards tourism In comparison with other segments, the Apathetic exhibits the least favourable image and the least supportive attitude towards tourism

Psychographic Profiling of Fruit and Vegetable Consumption: The Role of Health Orientation:

Abstract: Based on the empirical evidence that documents the link between fruit and vegetable consumption and a plethora of health outcomes, multiple campaign initiatives have been launched in the past decad...

Coming Out of the Niche? Social Banking in Germany: An Empirical Analysis of Consumer Characteristics and Market Size

Abstract: The social banking market constitutes a small but rapidly growing submarket of the global banking sector. Due to an explicit commitment to sustainability, social banking is a segment of banking services which is not exclusively focused on economic performance criteria, but pursues ecological and social goal dimensions on an equal footing. Information on the number and reachability of potential social banking customers is essential for social banks to further promote sustainable consumption in finance. In scientific research, social banking is considered a relatively new field, still lacking empirical analyses regarding the market size and specific consumer behaviour. This study addresses the research gap by generating first insights into the German social banking market. Based on an online survey using an adaptive conjoint analysis, a large data set covering 3537 respondents was compiled. Sample 1 comprises 2896 respondents who are customers of three major social banks in Germany. Sample 2 covers the remaining 641 respondents who represent the German adult population and exclusively buy from conventional banks. Logistic regression modelling reveals that social banking customers differ significantly from their conventional counterparts regarding several socio-demographic, behavioural and psychographic factors. In comparison with conventional banking customers, social banking customers tend to be younger, higher educated and located in larger places of residence. Contrary to existing research on socially responsible investors, they are male to a higher proportion than female. Moreover, social banking customers demonstrate stronger sustainable buying patterns and weaker preferences for financial, but stronger preferences for social return than conventional banking customers. The results further indicate a considerable untapped growth potential for social banks by uncovering a market size ranging between 10 and 26% of the German adult population. Finally, suggestions for marketing strategies and future research are given.

Intrinsic or Extrinsic? Determinants Affecting Donation Behaviors

Abstract: Giving to charities comes in two major forms: time and money. This study explores whether donors/nondonors and volunteers/nonvolunteers can be uncovered in the Taiwanese context using demographic, socio-economic, psychographic, and attitudinal variables suggested by the interdisciplinary literature. Data were collected by a large-scale telephone survey examining the statistical significance of the aforementioned variables of individual differences. The overall results suggest that variables affecting volunteering are intrinsic determinants including psychographic- or attitudinal-based factors. The results indicate that monetary donations are likely to be determined by extrinsic variables such as age, gender, income, marital status, and family loading. The canonical correlation analysis suggests that volunteering is not a replacement for giving monetary donations, but rather it is complementary to the donation of money. The findings shed light on the nature and characteristics of donors giving time and money in order to offer new insights for practitioners in charity marketing and fund raising.

Psychographic segmentation of Indian urban consumers

Abstract: Since 1991, India is emerging as a key destination for marketers from across the globe However, little work of relevance has been undertaken to understand the Indian Consumers It is believed that the Indian metropolitan consumers are fairly homogeneous in nature In this paper, we report the results of a survey conducted amongst 560 respondents in the five metropolises The objective was to segment the metropolitan consumers on behavioral aspects and to understand their consumption pattern The study, designed on the basis of VALS, uses cluster analysis to segment the Indian metropolitan consumers into six behavioral categories, namely Well Settled, Strugglers, Enjoyers, Conservatives, Self Concerned and Realist The segments have been profiled in terms of their product ownership, Activities and Interests, Financial Investment avenues and Media habits Implications for marketing and government policy have been discussed