Psychographic

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

The Use of Conjoint and Cluster Analysis For Preference-Based Market Segmentation

Abstract: Market segmentation implies dividing the market into smaller segments that are homogenous inside, and heterogenous in relation to one another. Market segmentation is a part of strategic marketing, together with targeting and positioning, preceded by marketing research and followed by creating, implementing and controlling the marketing mix. As well as being an essential field of academic research, market segmentation proved to be a very useful concept for managers. The market segmentation concept dates back almost six decades, but issues raised regarding market segmentation more than three decades ago are still relevant and the number of different approaches in answering these questions is high. Preference-based segmentation can also be viewed in this context. Differences in consumers’ preferences are, in fact, one of the vital causes of market segmentation. Preference-based market segmentation can be conducted by using conjoint analysis in combination with cluster analysis. The benefits of such approach are multiple, as they give rise to opportunities for: formulating the questions in a manner similar to real-life purchasing situations; reducing the number of socially desirable answers; introducing several attributes of a given product thus enabling an insight into the relative importance of the product's attributes, and order of preferences for different levels of these attributes, and, based on this, defining different market segments; testing the significance of various other market segmentation criteria (sociodemographic, psychographic and/or behavioural) for profiling the established segments; increasing the comparability of results of different studies; using this approach in planned new product launches and on emerging and developing markets as well as studying the difference between expressed preferences and purchases, in terms of obstacles preventing preferences to transform into purchase phase. Besides theoretical aspects regarding market segmentation and preference-based market segmentation by using conjoint and cluster analysis, this article demonstrates the use of such approach in researching student population in Vojvodina (the northern province of the Republic of Serbia) and this population’s preferences to yoghurt (250 questionnaires handed out, 123 returned filled in, 98 included in the final analysis). In addition to results at the total sample level, two segments were identified and differences between them were investigated. Implications to the questions raised in the theoretical section of the article were sought on the obtained results. The article also seeks to point to the benefits of using this approach in domestic conditions, where its use is almost negligible. DOI: http://dx.doi.org/10.5755/j01.ee.24.4.3118

Profiles of the Evaluators : Impact of Psychographic Variables on the Consumer-oriented Quality Assessment of Mobile Television

Abstract: In the product development of services it is important to adjust mobile video quality according to the quality requirements of potential users. Therefore, a careful participant selection is very important. However, in the literature the details of participant selection are often handled without great detail. This is also reflected in the handling of experimental results, where the impact of psychographic factors on quality is rarely reported. As the user attributes potentially have a large effect to the results, we investigated the role of various psychographical variables on the subjective evaluation of audiovisual video quality in two different experiments. The studied variables were age, gender, education, professionalism, television consumption, experiences of different digital video qualities, and attitude towards technology. The results showed that quality evaluations were affected by almost all background factors. The most significant variables were age, professionalism, knowledge of digital quality features and attitude towards technology. The knowledge of these factors can be exploited in careful participant selection, which will in turn increase the validity of results as the subjective evaluations reflect better the requirements of potential users.

Windowed Distribution Strategies for Substitutive Television Content: An Audience-Centric Typology

Abstract: An audience-centric typology is conceptualized to assist media managers implementing windowed distribution strategies in an attempt to account for media consumption cannibalization. Diffusion theory identifies the demographics most likely to consume substitutive television content, while uses, gratifications, media habits, and consumption values are collaboratively used to re-segment the audiences based on platform selection motivators. Psychographic labels are then applied using the dominant characteristic of each audience type and then matched to a specific windowed distribution strategy. The strategies are based on existing windowing tactics used by ABC, CBS, FOX, and NBC or emerging strategies that are reflective of changing market trends. ACCESS TO FULL TEXT

Park visitors vs beach tourists a comparative study in an Italian Coastal Region.

Abstract: IntroductionThe many problems triggered by "mass" tourism have led to a call for "alternative" tourism (Brohman, 1996; Weaver, 1991; Butler, 1990; Dernoi, 1981), broadly defined as "forms of tourism that are consistent with natural, social and community values and which allow both hosts and guests to enjoy a positive and worthwhile interaction and shared experiences" (Smith and Eadington, 1995, p. 3)1. One of the most debated and investigated forms of alternative tourism is nature-based tourism2, which represents a significant and rapidly growing share of the tourist industry (Mehmetoglu, 2005; Nyaupane et al., 2004; IES, 2000; Lindberg, 1998). The WTO estimates that it generates approximately 20% of all international travel expenditures (Newsome et al., 2002)3. This figure, together with the different attitudes and behavioral patterns that are assumed to characterize tourists who practice this type of tourism, justifies the attention that policy makers have recently been devoting to this segment of the tourist market.Echoing the principles that define them, the nature-based tourists (NBTs) are supposed to have less negative socio-cultural and environmental impact on host communities, and to bring greater benefits to the economy of destinations (Epler Wood, 2002, Wallace and Pierce, 1996; Silverberg et al., 1996; Smith and Eadington 1995; Butler 1990; Ceballos-Lascurain, 1988) than other types of tourist (Jafari, 1990; Wight, 1993; Wallace and Pierce 1996). According to the definition, nature-based tourists prefer small, family-run facilities, are more sensitive to natural and cultural resources, are more interested in local and "green" products and engender a greater multiplier effect (see Wurzinger and Johansson, 2006; Macleod, 2003; Blamey and Braithwaite, 1997; Wight, 1996b; Cazes, 1989).In order to verify such issues, more empirical simultaneous comparative studies are required. Unfortunately, as noted by Xiao and Smith (2006), few studies on tourism have adopted a comparative approach and, according to Hvenegaard (2002), most use a data-driven approach (a posteriori segmentation)4 which gives rise to the problems highlighted by Weaver (2002). These aspects are even wider in studies on nature-based tourism.Although there have been different types of segmentation studies on tourism (Bonn et al. 2005; McKercher, 2001; Kashyap and Bojanic, 2000; Baloglu and McCleary, 1999) and the association between types of alternative tourist and conservation motivations (Lou and Deng, 2008) and/or economic and social impacts (Aylward, and Lutz, 2003, Taylor et al., 2003, Wallace and Pierce, 1996; Lindberg et al., 1996) have been examined, to the author's knowledge no simultaneous comparative analysis based on an a priori segmentation has been documented so far in the literature on NBT5.In an attempt to narrow this gap, the present research compared two types of tourists holidaying simultaneously in the same area: nature-based tourists (NBTs) and beach tourists (BTs). The main goal was to verify whether NBTs are more sensitive to environmental quality, have different attitudes toward local produce and more positive economic impacts on host communities and destinations than BTs6. It also investigated whether and to what extent tourists behavioral patterns depend on the type of tourist one belongs to (psychographic information), rather than on socioeconomic characteristics (enabling conditions a la Sen), as some economic theoretical models show (for example those on the Environmental Kuznets Curve, see Bimonte 2002; Magnani 2000).This being the purpose of the research, the first step was to define the two types of tourist and choose a way of segmenting them. An a priori and activity-based segmentation method was selected to carry out the analysis. This appeared to be the most appropriate method because the starting point of the research was not the entire population of tourists or a specific segment to further split into data-driven groups according to a particular variable. …

Analysing Chinese citizens' intentions of outbound travel: a machine learning approach

Abstract: Due to the tremendous expansion of Chinese outbound travel market, it is of great significance to identify the characteristics of potential Chinese outbound tourists so as to develop targeted marketing strategies. As both extrinsic and intrinsic characteristics of individuals are important in influencing their decision-making process, this study explores potential Chinese outbound tourists from these two aspects. Demographic and psychographic factors, as the proxy of extrinsic and intrinsic characteristics, respectively, are incorporated into this study to construct the relationship between tourists' characteristics and their intentions of outbound travel. An advanced machine learning approach, called twice-learning, is employed for modelling in this study. As an intelligent data analysis tool, this method is able to construct models that can provide insight into the ground-truth relationships hidden beneath the data in an essentially comprehensible way, without being limited by the typical assumptions he...