Psychographic

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

Determinants of Internet Buying Behavior in India

Abstract: Internet penetration in India has become more widespread on account of easy payment options, reduced hardware prices, faster and cost effective internet communication, and reliable technology. Internet applications such as emailing, e-banking, e-gaming, travel and entertainment bookings have become part and parcel of the growing tech-savvy population in India. Although new business models focusing on e-retailing are providing exciting services to satisfy e-consumers’ demands, the Indian internet retail market is far behind its expected potential. It therefore becomes imperative to assess the important determinants of internet buying behavior. There has been a very limited research to study the internet shopping behavior and factors responsible for determining online purchase intentions in India. The aim of this research is to provide a view of the various demographic and psychographic factors influencing consumer’s willingness to purchase online. A new model based on Technology Acceptance Model (TAM) has been developed for the purpose of this research which incorporates consumer demographic factors and Perceived risk along with other TAM variables to explain the consumer acceptance of online shopping. The findings are expected to hold value for internet retailers as these are the simplest segmenting descriptors which will guide them in generating more effective business strategies for their organizations. Overall, this study seeks to provide productive insights into the factors determining the prospects of internet retailing in the country.

Green Consumer Segmentation: Managerial and Environmental Implications from the Perspective of Business Strategies and Practices

Abstract: With the new millennium, environmental concern entered a new phase, with stricter governmental regulations and incentives. Currently, within environmental issues, there is a broader challenge to commitment with economic and social goals. This is motivating companies and organizations to participate in transformation processes with the aim of minimizing the negative impacts of their activities. Within this context, new business philosophies, emerged empowering organizations to consider sustainability issues that have come to be viewed as an innovative and differentiating factor, providing competitive advantages (Fraj-Andres, Martinez-Salinas, & Matute-Vallejo. Journal of Business Ethics, 88, 263–286, 2009; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016). Therefore, organizations have begun incorporating these concerns in their processes, adopting green management policies, and including green marketing strategies in order to remain competitive (Straughan & Roberts. Journal of Consumer Marketing, 16(6), 558–575, 1999; Rivera-Camino. European Journal of Marketing, 41, 1328–1358, 2007). From the marketing perspective, the importance of understanding green consumer behaviour in order to develop better segmentation and targeting strategies is highlighted. Green consumers are changing significantly. Consumers, although with some reluctance, are moving to greener products. The Mintel organization reported that the number of consumers buying green has tripled in recent years. Furthermore, it found that the number of consumers that never bought green products have decreased. These results show that widespread environmental awareness had an important role in purchasing behaviour, with more consumers considering the environmental impact of their buying decisions and looking for a greener alternative to their conventional purchasing options. The existing literature suggests that previous research regarding the green consumer profile has different perspectives. The first group of researchers attempted to characterize green consumer profile using sociodemographic variables such as age, gender, education, income and occupation. In turn, the second group of researchers used psychographic variables instead of sociodemographic ones (Mainieri, Barnett, Valdero, Unipan, & Oskamp. Journal of Social Psychology, 137(2), 189–204, 1997). This chapter aims to better explore the importance of green consumer segmentation and its implications from a management point of view. More specifically, the aim is to analyze which variables better characterize green consumers (sociodemographic and psychographic). At the end, a theoretical framework is proposed to enable and support organizations to better understand green consumer profile. It also enables managers and marketers to target and develop better marketing strategies for these segments.

Information Search and Purchase Patterns in a Multichannel Service Industry

Abstract: For many consumer service industries, it is critical that marketers understand the segmentation implications of online information search. The potential migration of consumers from “brick-and-mortar” to “bricks-and-clicks” offers a unique perspective on multichannel strategies. This research considers how competitive forces, availability of consumer information, and the changing role of traditional channel structures (e.g., sales agents) might affect the search and purchase phases. In the context of the automotive insurance market, this research found significant differences in search preferences, benefit/cost perceptions, demographic characteristics, and psychographic characteristics among four information search segments. Key distinctions were identified between single channel and multichannel auto insurance consumers.

Psychographic Research in a Cross Cultural Nonproduct Setting

Abstract: Psychographic profiling has now found its way into the standard research repertoire (Wells, 1975). But nearly all published applications have, first of all, been undertaken in a North American or Western European setting. This raises the important question of the applicability of this type of psychological scaling methodology in developing countries which are characterized by substantial lower levels of literacy and differing ways of responding to questionnaire interrogation (Schramm, 1972). In addition, the majority of reported studies have focused on consumer products or services (Wells, 1975), but there is every reason to believe that psychographic research can contribute much to understanding of behavior in other areas of life.