Psychographic Characteristics Research Articles

Branding of wood-plastic composites under generic name “Biobased-Plastic” or specifically as “Wood-Plastic Composite”? A consumer study under compolytics approach

Wood-Plastic Composite (WPC) is a biobased material with high substitution potential for plastic-intensive products. Branding innovative WPC products is a challenge as WPC can hardly be distinguished visually from pure plastic and consumers can only judge the sustainability potential by the name. What they actually associate with “biobased” regarding WPCs and on which personal characteristics this depends were investigated by a survey with Likert-scale questions simulating choice decisions. For four test objects, it was measured how German consumers react to five key product attributes when the composite contained therein is generically branded as “Biobased-Plastic” (Sample 1: n = 205) or specifically as “Wood-Plastic Composite” (Sample 2: n = 155). Differences from the branding were clarified using ANOVA statistics, effects from personal characteristics were quantified by correlation tests and a factor analysis determined which object/attribute-combination triggered consumers most. Only when consumers were skeptical about plastic, they felt sufficiently informed about the specific term “Wood-Plastic,” which resulted in similarly high agreement levels as under the generic term. When branding under the specific term, agreements to the attribute “eco” were higher, whereas under generic brand this was the case for attribute “health” and there the associations were dependent on more psychographic characteristics. It was also found that consumers disposed of WPC products and packaging more correctly under the specific term “Wood-Plastic” than under the generic one, the latter tending to encourage composting. Specific branding with “Wood-Plastic Composite” is advisable for differentiated shopping goods that are marketed using informative advertising for segmented consumer groups. A standardised strategy for mass-produced goods made of WPC is possible under the “Biobased-Plastic” brand, but this must then also provide information on the correct disposal of WPC.

Travel Constraints and Willingness to Pay During a Global Crisis: Lessons from South African Domestic Tourism

Academic inquiry into the impact of crises on the behaviour of domestic tourists is still relatively new, which justifies further research into the impact of the COVID-19 pandemic on domestic tourism. The following study explores the potential mediating effect of travel constraints experienced by South African tourists and their willingness to pay for tourism services on how pandemic-induced risks affect their tourism motivations. Data collected from 427 respondents indicate that the crisis caused by the pandemic has brought about a shift in the psychographic characteristics of South African domestic tourists, as evidenced by a statistically significant partial serial mediation of intrinsic constraints and willingness to pay in the relationship between pandemic-induced physical risk and outdoor recreational tourism motivations. The findings provide baseline data for a demand-driven domestic tourism policy and can be used to develop a strategy for the short-to-medium term.

Trust in governments, public health institutions, and other information sources as determinants of COVID-19 vaccine uptake behavior in Japan

ObjectivesTrust in governments and public institutions as a determinant of public health outcomes has gained increased attention since the COVID-19 pandemic. Provided historically low confidence in vaccines in Japan, investigating the role of trust in information sources and actual COVID-19 vaccination uptake behavior will be invaluable for future vaccine promotion policymaking. Therefore, the objective of this study was to elucidate the determinants of COVID-19 vaccination uptake and evaluate the relationship between trust in different information sources and COVID-19 vaccination behavior in Japan. MethodsFor this study, we leveraged a longitudinal series of web-based surveys of 19,174 individuals in Japan conducted between 2021 and 2022 which asked questions regarding a wide range of sociodemographic and psychographic characteristics related to the COVID-19 pandemic. Determinant analysis for vaccination (at least one dose of a COVID-19 vaccine) was conducted via multiple logistic regression, and odds ratios (OR) with 95% confidence intervals (CI) were estimated. ResultsAfter adjustment for sociodemographic determinants of vaccine uptake, aggregate trust in the systems and institutions of vaccine approval (OR: 1.42, 95% CI: 1.30–1.56), and trust in information about the COVID-19 pandemic coming from government sources (OR: 1.27, 95% CI: 1.12–1.44) were found to be consistently powerful predictors of COVID-19 vaccination. Trust in media sources including traditional media (OR: 1.21, 95% CI: 1.07–1.36), and the internet (OR: 0.77, 95% CI: 0.66–0.89) had significant and opposing effects. ConclusionsOur findings support the broader hypothesis that trust in governments and public health institutions remains a powerful determinant for COVID-19 vaccine uptake in Japan. We also found that vaccination decision-making is a multifactorial process that includes the synthesis of trust in public institutions and media, and its interaction with psychosocial determinants such as prosociality and health literacy. We hope to apply this study's findings towards future vaccine programs for contagious diseases.

The Role of Financial Technology on the Nexus Between Demographic, Socio-economic, and Psychological Factors, and the Financial Literacy Gap

The increased accessibility and adoption of FinTech in emerging economies prompts researchers to investigate its moderating impact on the prevalent determinants of financial literacy. This research investigates the influence of demographic, socio-economic, psychological, and FinTech innovation factors on mitigating the financial literacy gap. Structured questionnaires were used to obtain primary data from the 1,100 Saudi potential participants. The descriptive and inferential statistics were computed using the Statistical Package for Social Sciences. The study findings revealed that FinTech innovation as a moderating variable has a limited impact on closing the financial literacy gap. Besides, marital status, income, spouse’s educational background, as well as psychographic characteristics like “present financial situation,”“meet monthly payments,”“future is hopeless,” and “don’t expect change” have a bearing on the financial literacy gap. Additionally, women lacked confidence when responding to queries on financial literacy. Finally, the study concludes with implications for the policy-making bodies.

The role of social and environmental sustainability on sportswear’s purchasing among European consumers

PurposeWhile consumer preferences for sporting goods have been widely researched within sport management, literature is lacking on aspects of social and environmental sustainability. Accordingly, this study aims to investigate the role of social and environmental sustainability for purchase decisions of sportswear and compares them to the role of price and functionality.Design/methodology/approachBased on a conjoint analysis among 1,012 Europeans, the authors conducted a two-step cluster analysis. First, the authors investigated the number of segments via Ward’s method. Second, the authors ran a k-means analysis based on part-worth utilities from the conjoint analysis.FindingsThe authors identified four segments which differ in terms of preferred product attributes, willingness to pay, and sociodemographic, behavioral, and psychographic characteristics: undecided, sustainable, price-focused and function-oriented consumers. Based on this segmentation, the authors found that the importance of social and environmental sustainability is growing, but not among all consumers.Research limitations/implicationsThe generalizability of the study is limited since it is not built on a sample representative for the included European countries, it focuses on a single product, and participants are potentially subject to a social desirability bias.Originality/valueThe consumer analysis comprises the uptake of attributes related to social and environmental sustainability. The authors thereby address a literature gap as previous research (thematizing sporting goods) in the sport management field has often neglected sustainability elements despite their rapidly growing importance within the sport sector.

Psychographic characteristics and demand decisions for life insurance products in Uganda

PurposeThis study examines the relationship between policyholders’ psychographic characteristics and demand decisions for life insurance products in Uganda.Design/methodology/approachThe study is based on a cross-sectional survey. Using a purposive sampling method, 389 questionnaires were administered to life insurance policyholders in the four geographical regions of Uganda. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the primary data, specifically to test the relationships between the dependent and independent variables.FindingsThe findings indicate a positive and significant influence of psychographic characteristics on demand decisions for life insurance products. In addition, the analysis indicates that the two first-order constructs of psychographic characteristics, namely price consciousness and consumer innovativeness, are positive and significant predictors of demand decisions for life insurance products. In contrast, the third first-order construct religious salience, exhibits a negative and nonsignificant effect on demand decisions for life insurance products.Practical implicationsFor insurance practitioners, to influence demand decisions, they should emphasize premium-related appeals in their marketing messages (price consciousness) ignore product decisions based on religious beliefs and norms (religious salience). They should also ensure that insurance products are highly trustable and experiential (consumer innovativeness). For insurance policymakers, it offers an in-depth understanding of customer psychographic characteristics, which can be used to identify exploitative information embedded in certain marketing campaigns targeting specific psychographic characteristics, for better regulation.Originality/valueThe study provides a basis for understanding lifestyle and personality characteristics (psychographics), which may influence demand decisions for life insurance products in a developing country like Uganda, where the insurance industry is at an early stage of development.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-06-2023-0440

Purchasing Decisions and Consumer Preferences of Millennials and Zoomers at Coffee Shops

The transformational era has given rise to a new generation that is presumed to have different preferences than the previous generation. The proliferation of coffee shops has expanded consumer alternatives for purchasing decisions. This research aims to identify and segment Millennial and Zoomer consumers based on demographic, behavioral, and psychographic characteristics in the purchase of coffee beverages at coffee shops. The research employed a non-probability sampling method, specifically judgmental sampling, with a sample size of 180 coffee shop consumers in Madiun City. The data were analyzed using descriptive statistics, independent sample t-tests, and K-means clustering. The research findings indicate that millennials and Zoomer consumers tend to be dominated by females, mostly visiting once a week for leisure and prioritizing taste quality. There are significant differences between Millennial and Zoomer consumers in terms of promotional media attributes, WiFi/power outlet availability, live music entertainment, ordering process, and payment options. Based on consumer segmentation analysis, three segments were identified: coffee enthusiasts, adventurous coffee connoisseurs, and consumers who prioritize coffee beverage quality. The managerial implications for coffee shops involve directing marketing strategies specifically towards the adventurous taste segment and emphasizing quality by prioritizing innovation and differentiation in serving high-quality coffee beverages.

Understanding consumers to inform market interventions for Singapore's shark fin trade

Abstract Sharks, rays and their cartilaginous relatives (Class Chondrichthyes, herein ‘sharks’) are among the world's most threatened species groups, primarily due to overfishing, which in turn is driven by complex market forces including demand for fins. Understanding the high‐value shark fin market is a global priority for conserving shark and rays, yet the preferences of shark fin consumers are not well understood. This gap hinders the design of evidence‐based consumer‐focused conservation interventions. Using an online discrete choice experiment, we explored preferences for price, quality, size, menu types (as a proxy for exclusivity) and source of fins (with varying degrees of sustainability) among 300 shark fin consumers in Singapore: a global entrepôt for shark fin trade. Overall, consumers preferred lower priced fins sourced from responsible fisheries or produced using novel lab‐cultured techniques. We also identified four consumer segments, each with distinct psychographic characteristics and consumption behaviours. These preferences and profiles could be leveraged to inform new regulatory and market‐based interventions regarding the sale and consumption of shark fins, and incentivize responsible fisheries and lab‐cultured innovation for delivering conservation and sustainability goals. In addition, message framing around health benefits, shark endangerment and counterfeiting could reinforce existing beliefs among consumers in Singapore and drive behavioural shifts to ensure that market demand remains within the limits of sustainable supply. Read the free Plain Language Summary for this article on the Journal blog.

Exploring Shopper Psychographic Characteristics From a Human Ecosystem Perspective: A Proposed Typology of Millennial Luxury Consumers

An enhanced understanding of millennial luxury consumers is needed for luxury retailers to develop loyalty strategies and foster business success. Guided by the human ecosystem framework, the objective of this research was to classify millennial luxury consumers into a shopper typology based on shopper psychographic characteristics to provide an understanding of their shopping motivations and behaviors regarding luxury goods. Two studies were conducted. Semistructured interviews of millennial luxury consumers in Study 1, analyzed through interpretive analysis, resulted in 11 major themes or shopper psychographic characteristics. An online survey to a larger sample of millennial luxury consumers in Study 2 was then employed. Reliability and validity testing confirmed the 11 psychographic characteristics and latent profile analyses revealed a four-class shopper typology. Findings provide retail industry executives with in-depth information on customer profiles which includes shopping and product preferences, motivations, and customer expectations that was previously absent in the literature.

ՀՊՏՀ ուսանողների բավարարվածության գնահատում / Assessment of student satisfaction of ASUE

In the current market saturation, studying the factors affecting consumer behavior and evaluating their impact has become imperative for any manufacturer. The key to success lies in greater awareness of consumers' psychographic characteristics, opinions, attitudes, inner world, aspirations, perceptions and satisfaction. The field of educational services is no exception. The quality of the educational process is directly related to the students' motivation, which is formed as a result of their satisfaction. In particular, in universities, it is necessary to conduct research among students to identify the factors affecting their satisfaction, evaluate these factors, and develop strategies to increase satisfaction. The paper is dedicated to studying and evaluating the factors affecting the satisfaction of undergraduate students at ASUE. Information about factors characterizing almost all aspects of the university life of students in all majors and faculties of the university was collected and analyzed. Using the method of factor analysis , these factors were grouped into three basic categories. The value of each category was clarified by course and faculty. In the paper, with the help of the Net Promoter Score method, student satisfaction was investigated The NPS index was calculated, and measures aimed at increasing student satisfaction were proposed.

High and Low Impulsive Buying in Social Commerce: A SPAR-4-SLR and fsQCA Approach

Academic research exploring the phenomenon of impulsive buying using s-commerce platforms is scarce. Little is known about the factors and their prominence in shaping impulsive buying on s-commerce platforms. Current research explored this unexplored terrain by employing a two study research design. Using scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR), study 1 identified 24 factors in four categories (social characteristics of the s-commerce platform, features of the s-commerce platform, social shoppers’ psychographic characteristics, and marketers induced factors) shaping impulsive buying tendency of social buyers. Employing fuzzy-set qualitative comparative analysis, study 2 identified 12 among 24 factors as the differentiators for high and low impulsive buying. By identifying the factors and the differentiators, this study significantly advance the limited understanding of impulsive buying using s-commerce platforms. Focusing on the differentiators, brands and s-commerce firms can significantly enhance their business.

A Machine Learning Approach Investigating Consumers' Familiarity with and Involvement in the Just Noticeable Color Difference and Cured Color Characterization Scale.

The aim of this study was to elucidate the relations between the visual color perception and the instrumental color of dry-cured ham, with a specific focus on determining the Just Noticeable Color Difference (JNCD). Additionally, we studied the influence of consumer involvement and familiarity on color-related associations and JNCD. Slices of ham were examined to determine their instrumental color and photos were taken. Consumers were surveyed about color scoring and matching of the pictures; they were also asked about their involvement in food, familiarity with cured ham, and sociodemographic characteristics. Consumers were clustered according to their level of involvement and the JNCD was calculated for the clusters. An interpretable machine learning algorithm was used to relate the visual appraisal to the instrumental color. A JNCD of ΔEab* = 6.2 was established, although it was lower for younger people. ΔEab* was also influenced by the involvement of consumers. The machine-learning algorithm results were better than those obtained via multiple linear regressions when consumers' psychographic characteristics were included. The most important color variables of the algorithm were L* and hab. The findings of this research underscore the impact of consumers' involvement and familiarity with dry-cured ham on their perception of color.

Analyzing behavioral factors of willingness to pay for sustainability

AbstractConsumption of sustainably produced food enables consumers to contribute to greenhouse gas emission reduction. Using choice experiment data, this study analyzes the effect of socio‐demographics and behavioral factors on consumers' willingness to pay (WTP) for sustainably produced beefsteak. Results show increased WTP for traceable beefsteak raised carbon‐friendly and humanely. Behavioral factors, such as, lifestyle is affecting this WTP more than socio‐demographics and psychographic characteristics. Findings highlight the importance of labeling standards and policies in promoting green consumer behavior targeting lifestyle characteristics.

사이코그래픽스를 활용한 음식관광자 시장세분화 및 행동특성 분석

Culinary tourism holds a significant role in the tourism industry, providing travelers with a unique opportunity to deeply engage with a region's culture while delving into its local culinary delights. This study focuses on classifying culinary tourists in Chongqing by considering both psychological and comprehensive factors related to food and dining experiences. Using a customized psychographic measurement and the K-means clustering technique, it identifies four distinct tourist groups: “Low-Interest,” “Medium-Interest”, “Local Diversity-Seeking”, and “Active Experience-Seeking”, with each group distinguished by its own psychographic characteristics. Investigation of demographic factors, typical travel behaviors, preferred communication channels for receiving and sharing information, reviewing tendencies, and participation in food-related activities, were investiaged on these categories. The results suggest that culinary tourists frequently travel with their families and favor online platforms for posting positive reviews, gathering information, and sharing their experiences. Furthermore, these travellers are interested in activities such as exploring tea culture, visiting hotpot museums, and culinary excursions. Among the identified segments, the “Low-Interest” and “Medium-Interest” groups are more likely to comprise individuals aged 50 and above, whereas the “Local Diversity-Seeking” and “Active Experience-Seeking” categories predominantly consist of travelers in their 20s. Based on the findings, this study provides significant advice and effective marketing tactics for Chongqing's tourism stakeholders, with the aim of enhancing culinary tourists' satisfaction and contributing to the sustainable advancement of the tourism sector.

Segmentation analyses as an effective tool to improve tobacco prevention and cessation

Abstract Background Defining and understanding target groups is a key for successful tobacco prevention and cessation programs. While most campaigns and interventions only take basic demographic and socioeconomic characteristics of the target groups into account, additional knowledge about behavioral or psychographic characteristics (e.g., motives) is needed. Therefore, we developed and tested profiles of adolescents and adults. Methods A systematic literature review revealed 219 articles with criteria that relate to (not) smoking. These criteria were consolidated in 8 expert interviews, 8 qualitative group discussions and 47 interviews with children and adolescents and in 53 interviews with actual and past adult smokers and included in a questionnaire that 2'732 adolescents and 2'899 adults (representative sample) filled in. Results Segmentation analyses revealed five adolescent and four adult profiles that show systematic pattern regarding demographics, socioeconomics, social resources/independence, hobbies, psychological well-being/stress, and smoking behavior /intention to quit. Segments were replicated with data from a national tobacco cessation program. Segment-specific messages were derived and experimentally tested. Conclusions The successfully developed target group profiles are available as a tool for tobacco prevention experts to improve current and future tobacco prevention and cessation activities. Key messages • Defining and understanding target groups is a key for successful tobacco prevention and cessation programs. • The successfully developed target group profiles are available as a tool for tobacco prevention experts to improve current and future tobacco prevention and cessation activities.

Digital Marketers for Attitudes and Purchase Intentions Towards Modern Personalized Cosmetics, Impact of Manufacturing and Engineering Technology Management

Thailand's e-commerce cosmetics and personal beauty care market has grown by double digits, spawning a new field of competition that has migrated from offline in-store to online platforms. Despite its rapid growth, Thailand is still in the early stages of internet commerce. Not everyone in Thailand is comfortable or passionate about internet shopping. Given this market potential, the study's results will assist luxury cosmetic and skincare firms in better understanding the behaviors and expectations of Thai women, since best practices from other countries may not be applicable to the Thai market and clients. This study looks at the relationship between perceived value and trust in order to predict whether people will buy customized cosmetics online. To assess clients' desire to buy cosmetics online, a critical relationship between brand image, customer trust, and digital marketing must be established. Differences in customer demographics, behaviors, and expectations across physical locations will also be investigated, as will offline and online sales of counter-brand cosmetics and skincare. The study will analyze the elements that influence Thai women's online cosmetics and skincare purchases by using secondary data and observation to obtain information from 500 female participants. The participants were female internet consumers who had used products from the top three brands in the previous year: L'OREAL (LOR), Lancome (LAN), and Maybelline (MBL), and the respondents had "some" comprehension of customized cosmetics. Furthermore, participants must be a Facebook user for more than a year and a member of any Facebook cosmetics fan sites. Customers' demographic and psychographic characteristics, as well as their purchase behaviors, digital marketing strategies, and marketing methods, are among the key elements investigated. The findings of this study are intended to provide a more in-depth understanding of customer shopping behavior and expectations, as well as to identify the critical success factors that brands should prioritize when developing digital marketing strategies to influence female consumers' purchasing decisions through online shopping channels in Thailand.

АНАЛИЗ СЕГМЕНТОВ ЦЕЛЕВОЙ АУДИТОРИИ ПОТРЕБИТЕЛЕЙ НАУЧНО-ТЕХНИЧЕСКОЙ ИНФОРМАЦИИ

The article presents the results of the research aimed at studying the target audience segments of consumers of scientific and technical information. The methods used include in-depth interviews, analysis of secondary data (registration questionnaires). Three categories of scientific and technical information consumer segments have been identified (Government to Government, Government to Business, Government to Consumer); the main types of consumers of scientific and technical information have been identified (institutions of the Academy of Sciences; libraries; information centers; individuals; industrial enterprises and associations; research institutes; universities); the criteria applicable to the segmentation of consumers of scientific and technical information in the B2C-segment (social and demographic characteristics, psychographic characteristics, behavioral characteristics) have been outlined. Differences in the needs of users of scientific and technical information in the identified segments are highlighted, which require different approaches to satisfy their information needs (to obtain relevant and up-to-date data for scientific research; to access scientific and technical information for their users; to access scientific and technical information for market analysis, trends and technological development for their clients; to get advice, to carry out/complete scientific research, to gain additional specialized knowledge; to improve products, to increase the competitiveness of the organization; to provide access to scientific and technical information to students, university professors, research workers).

The Characteristics Of Tourists Doing Culinary Tour: A Case Study Of Lengkong Street Food Bandung

Lengkong Street Food is a culinary tourist attraction that is currently popular in Bandung. This study aims to explain the characteristics of tourists visiting Lengkong Street Food Bandung through socio-demographic, geographic, and psychographic aspects and to find out what types of culinary they like and find out the reasons tourists like these culinary delights. Researchers used a descriptive method in this study with observation, interviews with eleven visitors, and documentation techniques. The results of the research based on the socio-demographic characteristics of tourists are dominated by adolescents and adults with female gender. Based on geographical characteristics, tourists come from outside the city of Bandung. Psychographic characteristics, tourists have interests and expectations. This research found that tourists like culinary types such as Dimsum, BBQ, Suqi, and Steak. The reason tourists like this type of cuisine is because it looks unique, attractive, has affordable prices and has adequate supporting facilities, and offers comfort
 Keywords: Characteristics of tourists, culinary tourism, Lengkong Street Food Bandung
 

Does (customer data) size matter? Generating valuable customer insights with less customer relationship risk

AbstractCustomer surveillance is a pervasive marketing practice that involves the collection, usage, and storage of customers' data from transactions, loyalty programs, and social media. Customer data are valuable to firms in gaining or maintaining an edge over competitors by developing superior customer insights that may assist product or service innovations. However, customer surveillance practices also risk customer relationships by potentially activating privacy and data security concerns. This article explores customer insight strategies that focus customer surveillance by assessing the insight value of data sources to avoid unnecessary data collection and capture. Three prediction experiments show that three distinct data source attributes, namely data quantity, data detail, and data content, are diagnostic of the prediction accuracy of customer psychographic characteristics and behavioral intentions. By demonstrating that customer insights are more (or less) valuable when derived from different data sources, this article shows that “more” data is not necessarily better. We advocate a smarter approach to customer surveillance practices that are selective in choosing to capture customer data that can yield more accurate customer insights while reducing the risk of jeopardizing customer relationships.

A novel approach in predicting virtual garment fitting sizes with psychographic characteristics and 3D body measurements using artificial neural network and visualizing fitted bodies using generative adversarial network

Advances in technology have brought accessibility to garment product fitting procedures with a virtual fitting environment and, in due course, improved the supply chain socially, economically, and environmentally. 3D body measurements, garment sizes, and ease allowance are the necessary factors to ensure end-user satisfaction in the apparel industry. However, designers find it challenging to recognize customers’ motivations and emotions towards their preferred fit and define ease allowances in the virtual environment. This study investigates the variations of ease preferences for apparel sizes with body dimensions and psychological orientations by developing a virtual garment fitting prediction model. An artificial neural network (ANN) was employed to develop the model. The ANN model was proved to be effective in predicting ease preferences from two major components. A non-linear relationship was modeled among pattern parameters, body dimensions, and psychographic characteristics. Also, to visualize the fitted bodies, a generative adversarial network (GAN) was applied to generate 3D samples with the predicted pattern parameters from the ANN model. This project promotes mass customization using psychographic orientations and provides the perfect fit to the end users. New size-fitting data is generated for improved ease preference charts, and it enhances end-user satisfaction with garment fit.