文章基本信息

标题：New Applications of a Traditional Psychographic Segmentation Concept
本地全文：下载
作者：Sigitas Urbonavičius ; Gindra Kasnauskienė
期刊名称：Information Technology And Control
印刷版ISSN：2335-884X
出版年度：2005
卷号：45
期号：5
页码：80-86
DOI：10.5755/j01.ee.45.5.11353
语种：English
出版社：Kaunas University of Technology
摘要：Though the general approach of psychographic segmentation was developed and significantly elaborated a few decades ago, there are numerous further research possibilities in this area. Typically, current researchers concentrate on more specific audiences and more a specific product-oriented lifestyles. However, use of traditional lifestyle segmentation models also can help exploring new relationships and behaviours. Authors analyzed lifestyles of current business and economics students, who will soon become an important group of business managers and consumers. It was observed very consistent distribution of respondents into just three VALS types. Statistically significant relationship between lifestyles and leisure spending preferences was disclosed. The relationship between VALS types and preferences in mobile telecommunications products and services was weaker, but some evidence suggests directions for further research. The analysis proved applicability of VALS methodology in exploratory studies that involve two-step survey procedure outside the US society.
其他摘要：Though the general approach of psychographic segmentation was developed and significantly elaborated a few decades ago, there are numerous further research possibilities in this area. Typically, current researchers concentrate on more specific audiences and more a specific product-oriented lifestyles. However, use of traditional lifestyle segmentation models also can help exploring new relationships and behaviours. Authors analyzed lifestyles of current business and economics students, who will soon become an important group of business managers and consumers. It was observed very consistent distribution of respondents into just three VALS types. Statistically significant relationship between lifestyles and leisure spending preferences was disclosed. The relationship between VALS types and preferences in mobile telecommunications products and services was weaker, but some evidence suggests directions for further research. The analysis proved applicability of VALS methodology in exploratory studies that involve two-step survey procedure outside the US society.
关键词：psychographic segmentation; lifestyle; leisure preferences.
其他关键词：psychographic segmentation; lifestyle; leisure preferences.