The increased competition among charity sport events (CSEs) require charity organizations to utilize more sophisticated marketing programs - segmenting and targeting diverse participants more effectively. The study examines the effectiveness of demographic, psychographic, behavioral segmentation variables. In-depths interviews with 14 participants were conducted to obtain profiles of the four segments of survivor-centered teams, family and friends, company-sponsored teams, and other organization teams. The distinct profile of each segment had a combination of psychological, behavioral and demographic characteristics. Participation mode was identified as a proxy segmentation variable that can be easily obtained by event organizers at the time of participant registration Management of participant segments was discussed. / text

Problem: The concept of marketing segmentation was introduced over 60 years ago and have been a central element in the process of conducting customer analysis since then. However, it has barely been criticized. Consequently, companies have constructed their communication strategies upon segmentation criteria’s with the belief of it being the most effective alternative. As digitalization has changed the way in which information is retrieved and the way people communicate with one another, the customer analysis process should be adapted accordingly.   Purpose: This study aimed to explore how customer analysis is performed by professionals in the marketing field today and identify which factors professionals find essential when communicating with their target audience.   Method: To fulfil the purpose of this research and answer the research questions, a qualitative research approach with a case study was conducted. Semi-structured interviews with eight Swedish professionals in the field of marketing was held in the empirical data collection process.   Conclusion:   The analysis of the interviews showed that there is an understanding of new perspectives when conducting customer analysis among professionals today. Furthermore, acknowledgments were made that for marketing communication to be effective, changes in customer demand and individuals life context should be taken into account. Based on these results, we conclude that segmentation criteria’s might be less relevant when identifying prospects and communicating with target audiences today. Moreover, companies should become familiar with their customer's preparatory understandings, as this premise could be used as a complement to segmentation when identifying prospects and performing effective marketing communication.

Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2010.

Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2010.

Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2010.

La gastronomía peruana ha ido evolucionando con el paso de los años, en nuestro país surgen diferentes tipos de cocina que conllevan a un gran desarrollo económico e identidad cultural. El sector restauración identificó perfectamente esta oportunidad de negocio y desarrolló nuevas propuestas culinarias como la cocina fusión, que se encarga de crear una nueva propuesta gastronómica para los consumidores. Un tipo de cocina fusión es la peruana – japonesa o también conocida como Nikkei, que es requerida por clientes informados, exigentes y dispuestos a experimentar con diferentes culturas. Por ello, surge la necesidad de centrarse en la estrategia de segmentación que permite crear experiencias basadas en los gustos y preferencias del consumidor, pues se enfoca en satisfacer las necesidades de un nicho de mercado para ser más eficiente y rentable. Por otro lado, se considera fundamental establecer si la estrategia anteriormente señalada influye en la intención de asistir a un restaurante de cocina Nikkei. El objetivo de la investigación es conocer cuál es el criterio más importante de segmentación que influye en la intención de asistir a un restaurante de cocina fusión peruana-japonesa en Lima Metropolitana. El público primario de esta investigación está formado por hombres y mujeres de 25 a 39 años del nivel socioeconómico AB que residen en Lima Metropolitana. La metodología de la investigación es un estudio transversal de tipo descriptivo que se aplicó a personas del segmento mencionado; sumado a ello, se realizó un estudio cualitativo a través de un focus group y entrevistas a profundidad a expertos. / Peruvian cuisine has evolved over the years; in our country arise different types of cuisine that lead to a great economic development and cultural identity. The catering sector perfectly identified this business opportunity and developed new culinary proposals such as fusion cuisine, which is responsible for creating a new gastronomic proposal for consumers. A type of fusion cuisine is Peruvian - Japanese or also known as Nikkei, which is required by informed, demanding and willing customers to experiment with different cultures. Therefore, there is a need to focus on the segmentation strategy that allows creating experiences based on the tastes and preferences of the consumer, since it focuses on satisfying the needs of a niche market to be more efficient and profitable. On the other hand, it is considered essential to establish whether the aforementioned strategy influences the intention to attend a Nikkei restaurant. The objective of the investigation is to know which is the most important variable of segmentation that influences the intention of attending a Peruvian - Japanese fusion restaurant in Metropolitan Lima. The primary audience of this research is made up of men and women from 25 to 39 years of AB socioeconomic level residing in Metropolitan Lima. The research methodology is a descriptive cross-sectional study that was applied to people of the aforementioned segment; In addition, a qualitative study was carried out through a focus group and in-depth interviews with experts. / Trabajo de investigación

Doctor of Philosophy / Department of Human Nutrition / Edgar Chambers IV / Because healthy food products do not have a specific tool used for consumer screening based on consumers’ diet or degree of healthy eating habits, this study aimed to determine a set of questions that could classify consumers who belong in a different status according to the Stages of Change model, including those who have a different diet quality based on their Healthy Eating Index (HEI) score. The surveys were conducted in the United States (US) and Thailand in order to determine applicability to varying countries. The Food Neophobia Scale (FNS), Food Involvement Scale (FIS), and Health and Taste Attitude Scale (HTAS) were included in the questionnaire together with a set of Stages of Change questions and a 7-day, self-administered food recall questionnaire. The HEI interpretation of US and Thai consumer scores illustrated that the majority of both belonged to the Need Improvement group. The Stages of Change model indicated most consumers thought they had healthy diets. According to FNS, FIS, and HTAS, US consumers are more involved in food activities and are more open to trying new foods or unfamiliar foods than Thais. Furthermore, consumers who belong in different groups, according to the Stages of Change model, responded differently to some HTAS subscales. However, statements from FNS, FIS, and HTAS were not capable of distinguishing consumers belonging in different groups according to HEI scores or belonging in different stages according to the Stages of Change Model. Considering all possible methods from those listed above for screening consumers, the Stages of Change model may be the best way to segment consumers interested in healthier eating. Using the Stages of Change required less time and the least effort from consumers because there were only three questions; and interpreting results does not require calculation or analysis.

För att få en tydlig bild av en marknad använder företag sig av segmenteringstekniker för att dela upp konsumenter i olika segment med målet att kunna precisera sina marknadsföringsåtgärder och optimera sina försäljningsutsikter. I dagens globaliserade multikanalsamhälle suddas landsgränser ständigt ut, vilket skapar ett behov för företag att istället identifiera regionala marknader. Genom att karlägga regioner är det möjligt att röna ut om det även inom ett land kan finnas skillnader i attityder till olika varumärken. Kombinationen av geografisk, demografisk och psykografisk segmentering möjliggör för företag att inte enbart se vilken ålder konsumenter har eller vilken stad de bor i, utan även vilken typ av attityd de har gentemot en viss produkt eller ett varumärke.Studien syftar till att ta reda om det finns regionala skillnader i varumärkesattityder i Sverige samt vad attityderna grundar sig i. I form av en studie över tre geografiskt skilda områden i Sverige, där 239 respondenter medverkade i strukturerade intervjuer undersöktes om varumärkesattityder kan skilja sig åt i de olika regionerna. Vidare medverkade 6 personer i mer djupgående semistrukturerade intervjuer där kvalitativ information rörande skapande och förändring av varumärkesattityder kunnat inhämtas. Studien behandlar varumärkesattityder gentemot fallföretaget 8848 Altitude som är ett producerande företag med fokus på utrustning och konfektion för alpinsport. Det insamlade materialet analyserades med hjälp av ett antal teorier om segmentering, attityder och tribes.Studiens resultat visar på att det finns skillnader i varumärkesattityder över de olika regionerna i Sverige. Resultatet visar även att det inte enbart är geografisk och demografisk tillhörighet som avgör vilken attityd en konsument har gentemot ett varumärke. Däremot, helt oberoende av geografisk tillhörighet, är det möjligt att utröna data över en grupp respondenter som har likvärdig konsumtion, värderingar och användande av produkter vilket kan benämnas vid en tribe. Studiens slutsats menar att tribal tillhörighet är en aspekt som kan vara ett fördelaktigt tillägg i psykografisk segmentering. Genom att studera en eventuell tribe kan ett företag se vilka värden som länkar samman produkten med konsumenten och således precisera sin marknadsföring. / Program: Civilekonomprogrammet

O presente estudo aborda, em nível exploratório, a Segmentação de Mercado com enfoque na Segmentação Psicográfica, tendo como objetivos principais: explorar e clarificar o conceito de Segmentação Psicográfica, contribuir para o crescimento do conhecimento mercadológico brasileiro e oferecer um material de referência sobre Segmentação de Mercado e Segmentação Psicográfica. Para tanto, foram analisados estudos realizados no Brasil e no exterior, suas origens e evolução, suas características e conceitos, assim como uma possível necessidade de se desenvolver um grande estudo psicográfico nacional. Mais especificamente, foram abordados: o conceito de Segmentação de Mercado, as bases para segmentar (principalmente a base psicográfica), o desenvolvimento histórico dos estudos psicográficos, a diferença entre Segmentação Psicográfica e Segmentação por Estilo de Vida, a diferença entre Segmentação Psicográfica e Perfil Psicográfico, a diferença entre Segmentação Psicográfica Geral e Específica, a metodologia deste tipo de segmentação e suas características e utilizações nos diversos países onde tem sido empregada. O trabalho de investigação contou com duas etapas: um Estudo Teórico-Documental, etapa em que se procedeu com uma revisão bibliográfica e análise dos dados obtidos por meio desta, e uma Investigação Empírica, etapa em que foram realizadas entrevistas com profissionais de empresas, institutos de pesquisa e agências de publicidade. Dentro do caráter exploratório do presente estudo, foi possível delinear um conjunto de dados e informações que permitem conclusões preliminares. Entre elas, a de que a prática da Segmentação Psicográfica no Brasil ainda é pequena – se comparada aos Estados Unidos e aos países europeus. Isto se deve, em grande parte, ao reduzido número de publicações nacionais sobre o assunto. Nesse sentido, o presente trabalho deve servir como ponto de partida para a realização de outros estudos, na medida em que aponta caminhos para o aprofundamento deste tema tão complexo e, ao mesmo tempo, tão importante. / The present study approaches – in an exploratory level – the Marketing Segmentation focused in Psychographics. By making information on Marketing Segmentation available, this study proposes to explore and to clarify the concept of Psychographic Segmentation, contributing in this sense to the advance of the knowledge in Brazilian marketing. The reader will follow analysis and discussions on pshychographic studies carried out in Brazil as well as overseas; their origins and development; their concepts and characteristics; the possible demand for the development of a major Brazilian psychographic study. In particular, the present work includes the concept of Marketing Segmentation, the bases to segment (the phychographic bases mainly), the historic development of Pshychographics; the differences between Lifestyle and Psychographics; the differences between Psychographic Segmentation and Profile; the differences between General and Specific Psychographic Segmentation; the methodology used in Psychographic Segmentation; its characteristics and uses in the different countries where it has been employed. The study had two phases: the first was mainly theoretical, in which the specialized literature had been critically reviewed; the second was an empirical investigation, in which marketing, research and advertising professionals had been interviewed. Within the exploratory context of the present study, a set of data has been organized so that preliminary conclusions have been drawn. Among them, it has been concluded that Psychographic Segmentation is a relatively unusual practice in Brazil compared to the United States and European countries. One reason for that is the major lack of publications on this matter. In this sense, the present study may be a start point to further investigations, since it indicates paths for going deeper into the knowledge in Psychographics, a so complex yet so important subject matter.

O presente estudo aborda, em nível exploratório, a Segmentação de Mercado com enfoque na Segmentação Psicográfica, tendo como objetivos principais: explorar e clarificar o conceito de Segmentação Psicográfica, contribuir para o crescimento do conhecimento mercadológico brasileiro e oferecer um material de referência sobre Segmentação de Mercado e Segmentação Psicográfica. Para tanto, foram analisados estudos realizados no Brasil e no exterior, suas origens e evolução, suas características e conceitos, assim como uma possível necessidade de se desenvolver um grande estudo psicográfico nacional. Mais especificamente, foram abordados: o conceito de Segmentação de Mercado, as bases para segmentar (principalmente a base psicográfica), o desenvolvimento histórico dos estudos psicográficos, a diferença entre Segmentação Psicográfica e Segmentação por Estilo de Vida, a diferença entre Segmentação Psicográfica e Perfil Psicográfico, a diferença entre Segmentação Psicográfica Geral e Específica, a metodologia deste tipo de segmentação e suas características e utilizações nos diversos países onde tem sido empregada. O trabalho de investigação contou com duas etapas: um Estudo Teórico-Documental, etapa em que se procedeu com uma revisão bibliográfica e análise dos dados obtidos por meio desta, e uma Investigação Empírica, etapa em que foram realizadas entrevistas com profissionais de empresas, institutos de pesquisa e agências de publicidade. Dentro do caráter exploratório do presente estudo, foi possível delinear um conjunto de dados e informações que permitem conclusões preliminares. Entre elas, a de que a prática da Segmentação Psicográfica no Brasil ainda é pequena – se comparada aos Estados Unidos e aos países europeus. Isto se deve, em grande parte, ao reduzido número de publicações nacionais sobre o assunto. Nesse sentido, o presente trabalho deve servir como ponto de partida para a realização de outros estudos, na medida em que aponta caminhos para o aprofundamento deste tema tão complexo e, ao mesmo tempo, tão importante. / The present study approaches – in an exploratory level – the Marketing Segmentation focused in Psychographics. By making information on Marketing Segmentation available, this study proposes to explore and to clarify the concept of Psychographic Segmentation, contributing in this sense to the advance of the knowledge in Brazilian marketing. The reader will follow analysis and discussions on pshychographic studies carried out in Brazil as well as overseas; their origins and development; their concepts and characteristics; the possible demand for the development of a major Brazilian psychographic study. In particular, the present work includes the concept of Marketing Segmentation, the bases to segment (the phychographic bases mainly), the historic development of Pshychographics; the differences between Lifestyle and Psychographics; the differences between Psychographic Segmentation and Profile; the differences between General and Specific Psychographic Segmentation; the methodology used in Psychographic Segmentation; its characteristics and uses in the different countries where it has been employed. The study had two phases: the first was mainly theoretical, in which the specialized literature had been critically reviewed; the second was an empirical investigation, in which marketing, research and advertising professionals had been interviewed. Within the exploratory context of the present study, a set of data has been organized so that preliminary conclusions have been drawn. Among them, it has been concluded that Psychographic Segmentation is a relatively unusual practice in Brazil compared to the United States and European countries. One reason for that is the major lack of publications on this matter. In this sense, the present study may be a start point to further investigations, since it indicates paths for going deeper into the knowledge in Psychographics, a so complex yet so important subject matter.