scholarly journals Segmenting children’s active school travel behaviour: insights on caregivers’ perceived risks and social norms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pamela Saleme ◽  
Bo Pang
Keyword(s):  
Cluster Analysis ◽  
Health Education ◽  
Social Norms ◽  
Market Segmentation ◽  
Group Formation ◽  
Children's Health ◽  
School Travel ◽  
Content Type ◽  
Segmentation Analysis ◽  
Active School Travel

PurposeActive school travel (AST) programmes aim to change commuting behaviour to improve children's physical and mental health. However, very limited health education programmes for children use segmentation to create tailored solutions that understand the specific characteristics of each group of children and their caregivers in order to yield better results. The aim of this study is to use a statistical segmentation analysis (two-step cluster analysis) to gain insights on the examination of specific groups to design future health education interventions and campaigns that can improve children's health.Design/methodology/approachGuided by the Ecological and Cognitive Active Commuting (ECAC) framework, a market segmentation analysis was performed. An online survey was designed to collect data from caregivers of children between 5 and 12 years attending school and responsible for taking the child to and/or from school in Victoria and Queensland, Australia. Using 3,082 responses collected from Australian caregivers of primary school children, a two-step cluster analysis was performed.FindingsAnalysis revealed the most important variables for group formation were previous child walking behaviour, distance from school and caregiver income. Perceived risk of the physical environment was the most important psychographic segmentation variable for group formation, followed by social norms. Four distinct groups with different characteristics were identified from the analysis.Originality/valueThis is the first study that applies the ECAC framework to perform market segmentation in the AST context. Results revealed four market segments that demand different tailored solutions. Findings shed light on how to better design AST interventions and campaigns to promote children's health using segmentation techniques.

The 3-S typology of South African culinary festival visitors

2017 ◽  
Vol 29 (6) ◽  
pp. 1560-1579 ◽  
Author(s):  
Armand Viljoen ◽  
Martinette Kruger ◽  
Melville Saayman
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
South African ◽  
Market Segmentation ◽  
Content Type ◽  
African Context ◽  
Three Stages ◽  
Practical Implications ◽  
General Profile ◽  
Structured Questionnaire

Purpose This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival. Design/methodology/approach A structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the analysis. Three stages of the analysis were employed: a factor analysis examining the visitors’ motivation to attend the festival, a cluster analysis based on the motives identified by the factor analysis and an analysis of significant differences between the different market segments. Findings The general profile of respondents was similar to the profile of culinary tourists found in other studies. Furthermore, five key motives were identified, of which this combination has not been previously identified in the literature. The cluster analysis identified three distinct clusters, with heterogeneous behavioural and socio-demographic profile identifiers. Practical implications The value that this market segmentation technique holds regarding the marketing and branding of a(n) event/festival is that it could help managers/marketers to promote better culinary events/festivals in South Africa, by offering unique attributes that attract culinary visitors. Originality/value To the authors’ knowledge, this study is a first attempt to segment culinary visitors based on motivational factors, especially within the South African context. Clustering based on motives proved to be a useful market segmentation tool and proposes a 3-S typology of visitors to food-related events/festivals, namely, social, serious and selective epicureans.

Spa market segmentation according to customer preference

2016 ◽  
Vol 28 (2) ◽  
pp. 418-434 ◽  
Author(s):  
Basak Denizci Guillet ◽  
Deniz Kucukusta
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Design Methodology ◽  
Content Type ◽  
Face To Face ◽  
Customer Preference ◽  
Combined Use ◽  
And Cluster Analysis ◽  
Industry Professionals ◽  
Practical Implications

Purpose – This paper aims to segment spa customers based on their preferences for a set of spa attributes. With the considerable growth rate of the spa market, it is vital for spa professionals to understand spa-goers’ preferences. However, academics and industry professionals have not devised a structured method by which to manage spa customers. Design/methodology/approach – A survey was conducted using a face-to-face survey with visitors to Hong Kong who had visited a spa. By applying conjoint and cluster analysis, customers could be categorized into distinct segments. Findings – Four customer segments were identified: spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers. Spa enthusiasts were the largest segment among the four, followed by value seekers, price-sensitive spa-goers and high spenders. Research limitations/implications – Given the limited academic interest in the area, this study contributes to the literature by providing insights into spa-goers’ preferences and how those preferences can be used to segment spa-goers. Practical implications – Based on the different needs, preferences and socio-demographic characteristics of the four segments – spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers – spa industry managers could customize their strategies and design different spa services and packages to meet the needs of the four segments. Originality/value – The combined use of conjoint and cluster analysis provides a new method of market segmentation in the spa industry. This study could help spa professionals to design customized spa products for the distinct segments, and thus retain and attract more spa visitors.

Organic food consumer profile in the Republic of Serbia

2016 ◽  
Vol 118 (1) ◽  
pp. 164-182 ◽  
Author(s):  
Aleksandar Grubor ◽  
Nenad Djokic
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Methodological Approach ◽  
Organic Food ◽  
Primary Data ◽  
Content Type ◽  
Starting Point ◽  
Food Market ◽  
The Republic ◽  
And Cluster Analysis

Purpose – Having the discrepancies between different descriptions of an organic food consumer profile in various researches worldwide as well as the causes of their emergence as a starting point, the purpose of this paper is to apply the method of preference-based market segmentation (by means of conjoint and cluster analysis) to Serbian organic food market, searching for advantages of using that methodological approach and deepening knowledge about specific organic food market. Design/methodology/approach – The research was conducted from May to July 2014 with 400 respondents participating (aged 18-30). Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire. Findings – When applying conjoint and cluster analysis to data about Serbian consumers’ preferences towards researched product, it is possible to identify a segment that prefers organic food the most. Compared to other segments, these consumers are predominantly female, somewhat more mature, with the highest proportion of employed and near the top by the percentage of respondents who are married and have children. They strongly value the importance of diet for health, a number of them have experience with a disease of a close person, which is believed that could be prevented by proper diet, but they do the least sports. Practical implications – The authors give managerial recommendations to actors operating at domestic organic food market. Originality/value – According to the authors’ knowledge, the first application of preference-based market segmentation by conjoint and cluster analysis to organic food market, performed in Serbia, generally characterised by scarce food consumer research.

scholarly journals Market segmentation analysis in tourism: a perspective paper

2019 ◽  
Vol 75 (1) ◽  
pp. 45-48 ◽  
Author(s):  
Sara Dolnicar
Keyword(s):  
Market Segmentation ◽  
Ordinal Data ◽  
Design Methodology ◽  
Quality Data ◽  
Interested Reader ◽  
High Quality Data ◽  
Content Type ◽  
Segmentation Analysis ◽  
Key Issues ◽  
Rich History

Purpose This paper discusses the dos and don'ts of market segmentation analysis. Market segmentation analysis is younger than the journal Tourism Review, but nevertheless has a rich history in tourism research and continues to be extensively used by both tourism researchers and industry. Design/methodology/approach After a brief overview of the origins of market segmentation analysis and its uptake in tourism, a number of key considerations are discussed, which are critical to ensuring that practically useful and reliable market segments emerge from the analysis. Findings Do accept that market segmentation is exploratory. Do spend a lot of time ensuring you collect high-quality data. Don’t use ordinal data. Don’t use correlated variables. Do ensure your sample size is large enough. Don’t use factor-cluster analysis. Do conduct data structure analysis. Don’t complicate things. Originality/value This is a perspective study; it offers a concise discussion of key issues in market segmentation analysis and directs the interested reader to resources where they can learn more about each of these issues.

Pro softball fan segments: a two-step cluster analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ceyda Mumcu ◽  
Nancy Lough
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Sport Marketing ◽  
Theory And Practice ◽  
Continuous Variables ◽  
Marketing Practice ◽  
Content Type ◽  
Sport Fans ◽  
Sport League ◽  
Chi Squared

PurposeNiche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment.Design/methodology/approachData were collected from 3,463 NPF consumers with the assistance of NPF league officials using their social media outlets. A two-step cluster analysis was performed employing both categorical and continuous variables to inform the segmentation, which was followed with chi-squared statistics and two MANOVAs to compare the segments' demographic characteristics, points of attachment (POAs) levels and attendance and viewership of NPF games.FindingsThree distinct consumer segments with unique demographic, POA and softball participation characteristics were identified. Differences among these segments' consumption of NPF games validated the existence of three distinct consumer segments.Originality/valueThis research is the first to examine consumer behavior in women's softball, and it expands the sport marketing literature through the identification of consumer segments of a niche sport league with a novel cluster analysis. Blending theory and practice by incorporating both demographic and psychographic variables into market segmentation, the research uniquely serves this niche sport and thereby informs improved marketing practice.

scholarly journals Improving the stability of market segmentation analysis

2019 ◽  
Vol 32 (4) ◽  
pp. 1393-1411 ◽  
Author(s):  
Homa Hajibaba ◽  
Bettina Grün ◽  
Sara Dolnicar
Keyword(s):  
Market Segmentation ◽  
Stable Solution ◽  
New Method ◽  
Superior Performance ◽  
Industry Data ◽  
New Approach ◽  
Content Type ◽  
Segmentation Analysis ◽  
Academic Researchers ◽  
The Stability

Purpose Data-driven market segmentation is heavily used by academic tourism and hospitality researchers to create knowledge and by data analysts in tourism industry to generate market insights. The stability of market segmentation solutions across repeated calculations is a key quality indicator of a segmentation solution. Yet, stability is typically ignored, risking that the segmentation solution arrived at is random. This study aims to offer an overview of market segmentation analysis and propose a new procedure to increase the stability of market segmentation solutions derived from binary data. Design/methodology/approach The authors propose a new method – based on two independently proposed algorithms – to increase the stability of market segmentation solutions. They demonstrate the superior performance of the new method using empirical data. Findings The proposed approach uses k-means as base algorithm and combines the variable selection method proposed by Brusco (2004) with the global stability analysis introduced by Dolnicar and Leisch (2010). This new approach increases the stability of segmentation solutions by simultaneously selecting variables and numbers of segments. Practical implications The new approach can be adopted immediately by academic researchers and industry data analysts alike to improve the quality of market segmentation solutions derived from empirical tourist data. Higher quality market segmentation solutions translate into competitive advantage and increased business or destination performance. Originality/value The proposed approach is newly developed in this study. It helps industry data analysts and academic researchers to reduce the risk of deriving random segmentation solutions by analyzing the data in a systematic way, then selecting the most stable solution using the segmentation variables contributing to this most stable solution only.

Perceived neighbourhood safety moderates the relationship between active school travel and health-related quality of life

2021 ◽  
Vol 70 ◽  
pp. 102623
Author(s):  
Gina Martin ◽  
Megan Graat ◽  
Alina Medeiros ◽  
Andrew F. Clark ◽  
Brenton L.G. Button ◽  
...  
Keyword(s):  
Quality Of Life ◽  
Health Related Quality ◽  
School Travel ◽  
Active School Travel ◽  
Related Quality ◽  
Health Related ◽  
The Relationship

scholarly journals Children’s Experiences of Their Journey to School: Integrating Behaviour Change Frameworks to Inform the Role of the Built Environment in Active School Travel Promotion

2021 ◽  
Vol 18 (9) ◽  
pp. 4992
Author(s):  
Nafsika Michail ◽  
Ayse Ozbil ◽  
Rosie Parnell ◽  
Stephanie Wilkie
Keyword(s):  
Behaviour Change ◽  
Primary Schools ◽  
Theoretical Domains Framework ◽  
Public Health Problem ◽  
Cross Sectional Study ◽  
School Travel ◽  
Cross Sectional ◽  
Active School Travel ◽  
Affective Experiences

Childhood obesity is a public health problem with multiple effects on children’s life. Promoting Active School Travel (AST) could provide an inclusive opportunity for physical activity and shape healthy behaviours. Data for this cross-sectional study were drawn from questionnaires carried out in five primary schools located in Newcastle upon Tyne, UK, in neighbourhoods chosen for their variability in IMD (index of multiple deprivation) and spatial structure of street networks (measured through space syntax measure of integration). A randomly selected and heterogenic sample of 145 pupils (aged 9–10) completed an open-ended questionnaire to state what they like and dislike about their journey to school. Thematic analysis identified four typologies (environmental context, emotions, social influences and trip factors) based on the Theoretical Domains Framework (TDF) and specific themes and sub-themes underlying children’s affective experiences of their journeys to school. This study is the first known to authors to attempt to adapt the Capability, Opportunity and Motivation Behaviour (COM-B) model into AST and children’s experiences and associated behavioural domains with design aspects. Such an insight into children’s attitudes could inform urban planners and designers about how to apply more effective behaviour change interventions, targeting an AST increase among children.

Health education for deaf Romanian children: parents’ opinions

2019 ◽  
Vol 119 (5/6) ◽  
pp. 341-349
Author(s):  
Laura Ionescu ◽  
Lacramioara Ursache ◽  
Adelina Nicolae ◽  
Adriana Conea ◽  
Cristian Potora ◽  
...  
Keyword(s):  
Health Education ◽  
Communication Technology ◽  
School Health ◽  
Healthy Lifestyle ◽  
Smoking Prevention ◽  
Educational Activities ◽  
Content Type ◽  
North West ◽  
School Based ◽  
School Health Education

Purpose The purpose of this paper is to focus on parents of children with hearing disabilities from Romania and has three objectives. First, it assesses their characteristics regarding use of communication technology. Second, it investigates their opinions regarding the importance of school-based education for healthy lifestyle promotion among their children. Third, it evaluates the availability for their involvement in educational activities using face-to-face approach and communication technology dedicated to helping parents to promote healthy lifestyle among their children, as well as factors which influence this availability. Design/methodology/approach The study was performed in October–November 2015 in two schools deserving children with hearing disabilities from North-West part of Romania. Anonymous questionnaire were filled in by 182 parents. Findings The majority of parents recognize the importance of school-based health education and more than 77 per cent totally agree that it should include issues regarding healthy nutrition, promotion of physical activity and smoking prevention. In total, 80.2 per cent of the parents declared that they are interested to participate in educational activities organized periodically at school and 66.5 per cent declared their interest in educational activities developed through communication technology in order to help them to stimulate the adoption of healthy lifestyle among their children. The availability was influenced by residence, educational level, understanding the importance of parents’ involvement, characteristics regarding the use of communication technology. Originality/value This represents the first study from Romania investigating the opinions and availability for their involvement with regard to school health education among parents of children with hearing deficiencies. The results have several implications for health education among children with hearing deficiencies and their parents.

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