Demographic Segments Research Articles

Cross Market Monetization Strategies Using Google Mobile Ads

In the rapidly evolving digital landscape, effective monetization strategies are crucial for businesses seeking to maximize revenue across diverse markets. This paper explores cross-market monetization strategies utilizing Google Mobile Ads, focusing on how businesses can leverage this platform to optimize their revenue streams. Google Mobile Ads offers a versatile range of tools and solutions designed to target and engage users across different geographical and demographic segments. By employing these tools, businesses can enhance their ad campaigns' effectiveness, ensuring they reach the right audience with relevant content. The study examines various approaches to integrating Google Mobile Ads into broader monetization frameworks, including localized ad targeting, dynamic ad placements, and performance analytics. Emphasis is placed on the strategic use of data-driven insights to tailor ad content and delivery, thereby increasing user engagement and conversion rates. Additionally, the research highlights best practices for balancing global and local market demands, optimizing ad spend, and improving overall campaign ROI. Through a comprehensive analysis of case studies and industry examples, this paper provides actionable recommendations for businesses looking to implement cross-market monetization strategies effectively. The findings underscore the importance of leveraging Google Mobile Ads' features to achieve a competitive edge in diverse markets while driving sustainable growth and profitability.

The Impact of Furniture Marketing Strategies on Young Consumers

In the ever-evolving landscape of consumer behavior, understanding the impact of marketing strategies on different demographic segments is crucial for businesses. This paper delves into the effects of marketing activities in the furniture industry specifically targeting young consumers. By examining various marketing tactics, digital trends, and consumer preferences, this study aims to provide insights into how furniture companies can effectively engage and influence this demographic. Utilizing both quantitative and qualitative research methodologies, this paper explores the factors that shape young consumers' purchasing decisions and highlights the significance of tailored marketing approaches in capturing their attention and loyalty.

Promoting the Usage of Eco-Friendly Tertiary Packaging: A Market Research on the Perceived Behavior of Filipino Consumers Based on Sustainability Factors

Sustainable tertiary packaging or green packaging has grown popular as consumers become more aware of the harmful effect of plastic packaging. This study aims to establish how environmental, social, and economic factors influence the purchase and usage of eco-friendly packaging among Filipino consumers. A test of differences was used to establish the significant differences between the demographic and behavioral segments and the sustainable factors affecting their purchase and usage of green packaging. Findings revealed that Filipino consumers with an age bracket of 29 years old and below are more receptive to buy and use eco-friendly packaging than the other age group. They are also influenced by subjective norms such as family, friends, and social media and females are more likely to buy and use sustainable packaging based on social factors.

Consumption of ultra-processed foods in Brazil: distribution and temporal evolution 2008-2018.

To evaluate sociodemographic factors associated with the consumption of ultra-processed foods and the temporal evolution of their consumption in Brazil between 2008 and 2018. The study used food consumption data of individuals aged ≥ 10 years from 2008-2009 and 2017-2018 Pesquisas de Orçamentos Familiares (POF - Household Budget Surveys), grouping the foods according to the Nova classification. We used crude and adjusted linear regression models to assess the association between sociodemographic characteristics and consumption of ultra-processed foods in 2017-2018 and the temporal variation in their consumption between 2008 and 2018. Ultra-processed foods accounted for 19.7% of calories in 2017-2018. The adjusted analysis showed that their consumption was higher in women (versus men) and the South and Southeast regions (versus North) and lower in blacks (versus whites) and rural areas (versus urban), in addition to decreasing with the increased age and increasing with higher education and income. Consumption of ultra-processed foods increased by 1.02 percentage points (pp) from 2008-2009 to 2017-2018. This increase was significantly higher among men (+1.59 pp), black people (+2.04 pp), indigenous (+5.96 pp), in the rural area (+2.43 pp), those with up to 4 years of schooling (+1.18 pp), in the lowest income quintile (+3.54 pp), and the North (+2.95 pp) and Northeast (+3.11 pp) regions. On the other hand, individuals in the highest level of schooling (-3.30 pp) and the highest income quintile (-1.65 pp) reduced their consumption. The socioeconomic and demographic segments with the lowest relative consumption of ultra-processed foods in 2017-2018 are precisely those that showed the most significant increase in the temporal analysis, pointing to a trend towards national standardization at a higher level of consumption.

THE RELATIONSHIP BETWEEN HEALTH RISK AND WORK PRODUCTIVITY OF SELECTED HIGH SCHOOL TEACHERS IN THE PHILIPPINES

THE RELATIONSHIP BETWEEN HEALTH RISK AND WORK PRODUCTIVITY OF SELECTED HIGH SCHOOL TEACHERS IN THE PHILIPPINES

Analysis of Driver Distraction Behaviour Causing Risk of Accidents in Jordan

This study investigates into the underlying causes of distracted driving leading to highway collisions among Jordanian drivers aged 18 to 65. Surveys unveiled a concerning statistic, indicating that a notable 64% of drivers involved in crashes were distracted. Among the identified distractions, texting emerged as the most perilous, with mental distractions such as anger or sadness ranking as the primary cause of crashes (20%), followed by interactions with passengers (13%) and phone conversations (11%). Furthermore, the study revealed a disproportionate representation of male drivers and individuals from both younger and older age groups in distracted driving incidents. These findings underscore the imperative for targeted interventions aimed at curbing distracted driving behaviors across diverse demographic segments, thus fostering safer road environments.

Understanding Mental Health Organizations’ Instagram Through Visuals: A Content Analysis

ABSTRACT This study analyzed the content, visual features, and audience engagement data of Instagram posts from two mental health organizations over one year (N = 725). For content features, mental health literacy and communicative strategies were examined. Posts that promoted knowledge of mental disorders and treatments, used information and community strategy were more likely to receive higher audience engagement. Visual features of demographic segments, visual composition, and visual framing topics were analyzed. Images that covered an unspecific population, used illustrated images, and focused on anti-stigma topical frames obtained more engagement. Theoretical contributions and practical applications regarding visual message design and management on social media to promote mental health are also offered.

Mobile banking usage in the postpandemic era: Demystifying the disparities among divergent user segments in a majority-Muslim country

PurposeThe COVID-19 crisis has sped up digital transformation and technologies by several years. Customers have dramatically shifted to online channels, and businesses have quickly responded by offering additional canals for online shopping and payment. Customers have also been exhibiting greater preferences for contactless payments, and mobile banking has therefore become a norm in both developed and developing countries. This study aims to understand the antecedents of mobile banking actual usage in an early adoption stage setting (i.e. Morocco) through a comprehensive conceptual model combining the unified theory of acceptance and use of technology, the DeLone and McLean IS success model and additional constructs extracted from extent literature. The moderating effects of age, gender and education are also examined and analyzed using multigroup analysis.Design/methodology/approachBased on data collected from 616 Moroccan users, the authors empirically tested the proposed conceptual model using structural equation modeling.FindingsFirst, consumer M-banking actual usage has a significant effect on customer satisfaction and attitudinal loyalty; at the same time, attitudinal loyalty was significantly influenced by customer satisfaction. Second, while M-banking actual usage was significantly influenced by effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, service quality, trust, attitude and perceived security, the results show no significant impact of system quality and information quality. Third, the relationship between M-banking actual usage and its antecedents was significantly moderated by age, gender and education.Practical implicationsThe findings help bank practitioners to understand the importance of meeting customers’ needs and expectations as a prerequisite in enhancing actual usage, satisfaction and attitudinal loyalty. More importantly, the authors emphasize the need for demographically oriented strategies to target different demographic segments of customers.Originality/valueThe study bridges a gap in M-banking literature by offering a thorough understanding of consumers’ mobile banking use during the pandemic. The findings provide evidence of the applicability of the conceptual model proposed in this research. Furthermore, the reflection of the moderating effects of gender, age and education emphasizes the mobile banking usage disparities among dissimilar demographic segments.

Consumer Behaviour Towards Grocery Online Shopping During Pandemic: Case Study in Sayurbox

The use of online groceries is increasing during the pandemic. In America, the increase reached 52% with 20% of shoppers being new users. Based on the survey conducted, it has shown that the Sayurbox is one of the online shops favored by the public to shop for vegetables and other necessities. As many as 24% of the sample used Sayurbox and Happyfresh, 19% used Shopee, 14% used Go-Mart, 9% chose Tokopedia, and 5% used Tanihub and Hypermart. During the pandemic, the trend of cooking the own food began to increase. This has resulted in increased demand for staple food. People are turning to buying healthier and more sustainable food. This research used a qualitative method. It is used to examine the condition of the object naturally with a combined data collection technique. According to this approach, the researcher begins with specific observations to produce a general theory and conclusions drawn from the research. The reason for using an inductive approach is that it considers the context in which the research effort is active, while it is also most appropriate for small samples that produce qualitative data. Data collected by observation, in-depth interviews, and literature study. The object of this research is that people often use online grocery shopping during this pandemic. Samples that has been taken as respondents are those aged 21 to 35 years. Demographic segmentation of Sayurbox are those who is in age of 18 until 50 years. They are a technology literate society with access to the internet. This community is a society that has the economic capacity to make purchases so that the closest people to this segment are workers who have not been or are already married. Potential area are Jakarta, Tangerang, Bekasi, and Depok. Sayurbox refers to the market segment of people who choose an instant lifestyle. Their life is full of busy so, they have no time to shop. They will more comfortable and easier to use services such as Sayurbox to provide food and basic necessities. This behavioral segment is aimed at people who have a tendency to be willing to pay postage and services for someone who has helped them get the goods they need. The motive of someone making a purchase at Sayurbox was most influenced by pandemic conditions. This platform provides a variety of vegetables, fruit, side dishes, beverage ingredients, dairy, package menus, and others to full household necessities in food. Some people use this platform to reduce the risk of being infected with Covid-19. In addition, consumers are also given the convenience and several discounts hitch make them even more diligent in using this platform. Those who use the services from Sayurbox are 21 - 35 years old consumers with a variety of professions. Based on the sample interviewed, it can be concluded that students, workers, and housewives use this platform to full their needs.

ONLINE FOOD PURCHASE BEHAVIOR OF DHAKA CITY DWELLERS

Online food shopping has grown in popularity over the past few years. Purchasing ready-to-eat food via an online platform provides consumers with an alternative to taking the hassle of cooking or going out, commuting, facing traffic, and reaching out to a restaurant for food, especially when they are very busy. Thus, online food purchase saves time and energy. The purpose of this study is to analyze the demographic factors that play role in shaping the online food purchase behavior of consumers. Data were collected through an online and offline survey. Descriptive analysis, independent samples t-test, oneway ANOVA, Pearson product-moment correlation, multiple regression, Chisquare test of independence, and modal analysis are performed to explore the influence of demographic factors on expenditure, purchase frequency, and food type preference of the buyers. Findings suggest that consumers spend equally irrespective of their gender and profession. However, postgraduates spend the most buying food online. Moreover, the propensity to spend on online food increases with age and income. Males order online food at the same pace as females. The study discovers that youngsters, adolescents, private job holders, and consumers willing to spend more to buy online food, make purchases almost every week. Another interesting observation is that the respondents of all demographic profiles have a penchant for fast food. Nonetheless, more orders for fast food come from males, students, early adults (30-45 years), and high income groups than the other demographic segment. Food sector businesses must comprehend the demographic and behavioral factors that influence users’ tendency to buy food online. The results of this research can help them better understand consumers’ ready-to-eat food shopping behavior, maintain the loyalty of their customers, and outline unique business strategies consistent with consumer behavior and preferences and hence gain a competitive edge over other rivals.

MSME Market Segmentation Analysis for Dessert Culinary Products in Malang Raya

The increasingly fierce competition in the culinary industry requires MSMEs to make various innovations. Hence, it is necessary to study market segmentation to map out market conditions and consumer profiles. This study aimed to analyze the MSME market segment for dessert, culinary products in Malang Raya based on geographic, demographic, and psychographic segmentation. The type of research applied is quantitative research. The object of this study is My Dessert Box, which is a new start-up business and has a sales area covering the Malang Raya area. The sample in this study was determined using the purposive sampling technique. The data collection method in this study employed a questionnaire, while the data analysis method employed cross-tabulation and k-mean analysis. The results reveal that in geographic and demographic segmentation cluster 1 in Malang City was dominated by female consumers aged 21-30 years, cluster 2 in Malang Regency had an equal number of female and male consumers with the age range of 21- 30 years, and cluster 3 in Batu City is dominated by female consumers aged 17-20 years. Psychographic segmentation is divided into three clusters as follow, cluster 1 consists of consumers who seek information through testimonies before making a purchase, cluster 2 consists of consumers who consider prices and attractive offers before purchasing dessert products, and cluster 3 consists of consumer who emphasizes product innovation such as variation of flavors. The findings of this study could be used as a reference for MSMEs to map out market segmentation and consumer profiles.

Understanding Fairness Perceptions in Demographic Segmentation and Targeting

Understanding Fairness Perceptions in Demographic Segmentation and Targeting

INTERNET MARKETING BASED ON A DATA ECOSYSTEM

This report examines the first step towards the implementation of Marketing 5.0, namely the use of data sets for informed decision-making by business organizations. The goal is to be able to predict the type of next product that their users will be interested in purchasing. Geographic, demographic, psychographic and behavioral segmentation methods are applied to build a picture of the next buyer and what they will buy. Based on the analysis, guidelines are prepared for what and how to offer, ideas for new products and services are highlighted, user experience is personalized, a reasonable price for new products is calculated through dynamic pricing. The problem facing modern marketers of management and effective use of the analyzed data is considered, and for this purpose one must start with narrowly defined goals and use only the data relevant to their achievement.

Analisis Kesediaan Membayar WTP (Willingness To Pay) Konsumen terhadap Berbagai Jenis Beras Organik di Kota Denpasar (Studi Kasus Toko Satvika Bhoga Sanur)

Analysis of Consumer Willingness to Pay for Various Types of Organic Rice in Denpasar City (Case Study at Satvika Bhoga Shop, Sanur) 
 Currently, the need for organic rice is increasing along with changes in people's lifestyles that are healthier. The relatively expensive price of organic rice triggers consumer attraction that forms the segmentation of the organic rice market and consumer behavior in buying or paying for organic food products above the selling price of non-organic food. This study aims to describe consumer market segmentation, analyze consumers' willingness to pay for organic rice and analyze the factors that influence consumers' willingness to pay for organic rice. Analysis of the data used is descriptive analysis, Contingent Valuation Method dan Structural Equation Model-Partial Least Square. The sample in this study were 150 respondents who are consumers of Satvika Bhoga Shop in Sanur. The results showed that the consumer market segmentation in demographic segmentation is more likely to make a major contribution in determining the value of Willingness to Pay. Somya Pertiwi Red Organic Rice is the most popular with an average WTP value of Rp6.720 per kg. The variables of income, product quality, product price, product safety and lifestyle have a positive and significant effect on Willingness to Pay for various types of organic rice at the Satvika Bhoga Shop in Sanur. Based on the original sample value, the research shows that the factor that most influences Willingness to Pay is product security.

Adoption Factors of FinTech: Evidence from an Emerging Economy Country-Wide Representative Sample

Adoption factors of Financial Technology (Fintech) services have been the subject of investigation in a growing body of extant literature. Macro-level as well as user-specific factors that contribute to the adoption of customer-facing fintech services have been studied. Emerging market studies mostly considered targeted demographic and socio-economic segments, limiting their ability to reflect a wide spectrum of relevant factors. We conducted a nationwide representative survey of 1282 individuals in Bangladesh. A total of 16 administrative districts from all 8 administrative divisions were included. Addressing sample imbalance with Synthetic Minority Oversampling Technique (SMOTE), we deployed Recursive Feature Elimination (RFE) to reduce number of customer features down to the most important. Using Library of Large Linear Classification (LIBLINEAR) for multivariate Logistic Regression, we identified significant features that predict customer-facing fintech adoption among individual respondents. We found that customers were less likely to adopt fintech services if they had higher reported levels of concern with security, information secrecy, limited government control, and high levels of reported service intuitiveness obstacles. Our evidence suggests these concern factors constitute the prominent factor behind fintech adoption, as opposed to demographic variables, for example. Our findings hold insights for fintech services providers and policy makers.

A Study on Performance Evolution of Indian Eco-friendly Cosmetic Brand: Mamaearth

Purpose: Mamaearth as a non-toxic personal care brand has kept its promises about goodness inside. It is a well-known brand with the mission of making the lives of mothers and pregnant moms look better and more attractive. The company’s products are safe, toxin-free, and of standard quality for every parent and baby from head to toe. Mamaearth is a digital-first FMCG company with products available on D2C Platforms. In addition to creating safe green space through a high-quality plantation, the company creates jobs, develops infrastructure, conducts educational programs, and provides rural development programs to improve the standard of living in communities. Design/Methodology/Approach: This qualitative research study is primarily based on secondary data. Research data is collected from the research papers published in reputable journals using search engines such as Google Scholar and Research gate, as well as newspapers, books, and articles. Findings/Result: The study key findings are: Mamaearth needs to extend its business operation in the retail business, increase franchisees, and collaborate with local players to match international standards. The company is not sufficient at offering customer-oriented services, survey need to be conducted to know the consumer’s needs and wants. The company focuses more on a low-income group and developing a new product to diversify its product range and target demographic segment. Originality/Value: This paper highlights the company's overall performance analysis and takes up many green initiatives for the environment. Using digital channels, Mamaearth Company distributes green products to a customer. Paper Type: Research case study

Upaya Pelaku UMKM Mempertahankan Bisnis di Masa Pandemi Covid-19

This study aims to determine the implementation of Mas Kuning-Kuning market segmentation during the pandemic and to find out the Mas Kuning-Kuning market segmentation strategy during the Pandemic. The type of survey used in this survey is a qualitative descriptive method. A qualitative method is a research method that uses a natural data collection system to interpret the phenomena that occur when the researcher is the main tool. Sampling of permanent sources, combining sources from populations and collection techniques, information analysis tends to be descriptive and uses qualitative analysis, and the results of qualitative analysis are more meaningful than generalizations. Emphasize. Data collection technology through activities: documentation, interviews, observation. The data processing and analysis techniques that will be used in this study are started by collecting data, reducing data, presenting data and drawing conclusions. The results obtained from the research show that the implementation of market segmentation was carried out by Mas Kuning-Kuning where he divided consumers into 4 types of market segmentation. Where the 4 types of segmentation are behavioral segmentation, psychographic segmentation, demographic segmentation and geographic segmentation. The market segments chosen by Mas Kuning-Kuning during the Covid-19 pandemic were behavioral segmentation, psychographic segmentation, demographic segmentation and geographical segmentation. Of the four segments that are most focused on are geographic segmentation and behavioral segmentation. Consideration of choosing geographic and behavioral segmentation due to the pandemic.

Financial Literacy: A Peep into the Literature and Note for Policy

This paper provides a review of the financial literacy literature mostly on definitional issues and some determinants. The paper also explores an emerging genre of research into financial literacy that emphasizes interconnectedness with society and financial systems, in general. The authors employ a literature review to examine the extant literature on the conceptual framework of financial literacy as well as empirical evidence on the causal relationship between financial literacy and efficient financial decision making. We argue that whilst the literature on financial literacy is growing it is far from being exhaustive, with substantial research outputs in other climes other than Africa. There is almost a tidy conclusion from the literature that young people and women are less likely to grasp basic financial concepts. The paper concludes by calling for a reconfiguration of research efforts in financial literacy to reflect context, and for policymakers to properly align the design of financial literacy programmes to meet the needs of key demographic segments in the short term, and to contribute to financial stability in the medium to long term segments in the short term, and to contribute to financial stability in the medium to long term.

Analysis of Segmentation Profile on Online Shopping Consumers in Padang City Based on Demographic and Psychographic Characteristics

<em>Online shopping has become a more accessible way of purchasing. Customer segmentation play important role in online retailing industry. The main objective of this study is to analysis of segmentation profile of online shopping consumers in Padang City based on demographic and psychographic characteristics. This type of research was descriptive analysis.</em> <em>The data are subsequently related to demographics and psychographic. The sampling technique in this research was purposive sampling. Total samples in this research were 150. The data analysis technique used in this research was cluster analysis. We demonstrate that such cluster related to demographic as well as psychographic characteristics. The results of demographic segmentation, the majority of respondents are female (74.4%) and the most of respondents 21-30 years old. Cluster analysis was applied to segment the customer into eight clusters that have distinct online customer profiles. These segments are named as risk taking consumers, adventurous consumers, active consumers, practical consumers, socialite consumers, economical consumers, passive consumers and independent consumers.</em>

STRATEGIES FOR DEVELOPING HAJJ AND UMRAH TRAVEL IN THE PANDEMIC ERA: A STUDY BY DUTARIZKIA TOUR AND TRAVEL IN DEPOK

The results of the analysis concluded that Depok and Umrah Tour and Travel applied word-of-mouthstrategy as the main strategy, applying geographic segmentation, demographic segmentation, andpsychographic segmentation as a mapping strategy; single-focus (niche) marketing targeting strategy; andpositioning strategy is “best service”. Mixed with marketing mix theory (1) product: formulating a newproduct, namely gold savings; (2) price: “at the market”; (3) promotion: actively using social media andmaintaining relationships with alumni and partners; (4) distribution: housing and services forimplementing employees can be carried out at the office or at home visits. Dutarizkia Tour and Travelformulates to serve products that are useful for prospective pilgrims. This activity is supported bypromotions on social media and continuing ongoing relationships with alumni and partners.