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.

WHO IS AN OLEOTOURIST? A MOTIVATION-BASED SEGMENTATION STUDY

2021 ◽  
Vol 27 (3) ◽  
pp. 689-716
Author(s):  
Ana Čehić ◽  
Marco Tregua ◽  
Anna D´Auria ◽  
Carla Marano-Marcolini
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
Data Analysis ◽  
Data Collection ◽  
Olive Oil ◽  
Market Segmentation ◽  
Summer Season ◽  
Collection Data ◽  
Push And Pull ◽  
Structured Questionnaire

Purpose – Oleotourism is becoming increasingly important as Special Interest Tourism (SIT), especially among researchers who seek to propose an individual tourist experience related to the Mediterranean and olive oil production. This paper examines the profile of visitors to olive farms and olive mills to determine their motives. Design – Purposive sampling was used as the method of data collection. Data were collected using a structured questionnaire during the mid-summer season and the post-summer season 2019 in Istria County (Croatia). Methodology – In total, 263 adequately completed questionnaires were used for data analysis. Approach – Twenty-five items of push and pull motivation are analysed with exploratory factor analysis (EFA), followed by cluster analysis on identified factor dimensions. Findings – After EFA the questionnaire consisted of twenty-two motivational items. Five factor dimensions are identified after EFA and labelled: (1) Socialising and experience, (2) Exterior farm features, (3) Relax with family, (4) Surroundings, and (5) Olive oil and recognition. Cluster analysis revealed 2 different clusters, labelled: Involved olive visitors as the dominant cluster and Inconsequential as the smaller set. Originality of the research – Market segmentation by motivation is key for understanding visitor behaviour in SIT such as oleotourism. This paper explores motivation through push and pull motives and provides a solid basis for further research as well as guidelines for tourism firms dealing with this flourishing business.

Giving light to mega-event planning: residents' perceptions on total eclipse weekend

2020 ◽  
Vol 11 (2) ◽  
pp. 203-221
Author(s):  
Carole B. Sox ◽  
Mary M. Sox ◽  
Jeffrey M. Campbell
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
Online Survey ◽  
Content Type ◽  
Mega Events ◽  
Academic Knowledge ◽  
Strategic Execution ◽  
And Cluster Analysis ◽  
Mega Event ◽  
Practical Implications

PurposeMega-events have been the topic of unprecedented consideration within recent research. Research on the residents' perspectives, however, is still in the infancy stage, yet a key contributor to the overall legacy planning considerations and process. This research investigates resident perceptions toward a mega-event to assist with planning/execution of such events in addition to advancing knowledge within this area.Design/methodology/approachFor this research, an online survey was utilized to reach out to residents in the host city during the mega-event, Solar Eclipse Weekend. Factor analysis and cluster analysis were used to analyze the results.FindingsUsing exploratory factor analysis, 305 online surveys were analyzed. Using varimax rotation, factor analysis determined four significant factors: environment, local engagement, tourism support, and infrastructure. Cluster analysis was then conducted identifying three clusters of residents labeled neutralists, supporters and enthusiasts.Practical implicationsThe practical implications should be of assistance to professional event planners, city governments and destination marketing organizations. Through utilization of the information provided, community participation should be sought after throughout the planning phase and into the management and execution of large events to best gain resident support.Originality/valueThis research further explored residents' perspectives of a mega-event. While this area of research has been noted in strategic approaches to planning, managing and executing mega-events, the research on stakeholders (such as residents') perspectives is still in the infancy stage. This research contributes to advancing industry planning approaches and strategic execution, in addition to advancing academic knowledge within this area.

Customer decision-making styles as a tool for segmenting digital products market in Iran

2018 ◽  
Vol 9 (3) ◽  
pp. 560-577 ◽  
Author(s):  
Shahryar Mohsenin ◽  
Seyedamir Sharifsamet ◽  
Mohammad Rahim Esfidani ◽  
Lucas A. Skoufa
Keyword(s):  
Decision Making ◽  
Factor Analysis ◽  
Market Segmentation ◽  
Demographic Data ◽  
Digital Products ◽  
Content Type ◽  
Confirmatory Factor ◽  
Decision Making Styles ◽  
Shopping Experience ◽  
Practical Implications

Purpose The purpose of this paper is to define and develop digital products market segments in Tehran based on consumers’ buying decision-making styles (CDS) and testing applicability of Sproles and Kendall’s model [consumer style inventory (CSI)] for this steady growing market in Tehran and contributing to theories of market segmentation. Design/methodology/approach This research used exploratory factor analysis (EFA) to explore and identify digital products shoppers CDS. In addition, to determine whether the selected items and factors loaded, measured the identified CDS correctly, confirmatory factor analysis (CFA) was used to substantiate the number of explored CDS. Then, cluster analysis was executed to pinpoint decision-making groups and demographic characteristics such as gender, marital status, age, education and digital shopping experience to profile the diagnosed clusters. Findings Five CDS were distinguished for digital products customers (four former styles and one new one’s named “Premeditated buying”) through EFA and CFA analysis as a tool for segmenting; four clusters are, namely, “Best Seekers”, “Premeditators”, “Innovation Seekers”, and “Price Insensitive”. Practical implications It will be beneficial to companies focussing on the Iranian digital market. This study identifies each cluster behaviour based on demographic data too. Originality/value This is the first study focussing on market segmentation using extracting digital products decision-making styles. As the new shopping style, “Premeditated buying”, has been explored from this analysis and due to the nature of digital products, this CDS has not been found in previous studies and is unique to Iranian digital products shoppers.

Money laundering through raw diamonds

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fabian Maximilian Johannes Teichmann ◽  
Marie-Christin Falker
Keyword(s):  
Law Enforcement ◽  
Money Laundering ◽  
Qualitative Content Analysis ◽  
Law Enforcement Agencies ◽  
Content Type ◽  
Compliance Officers ◽  
German Speaking ◽  
Three Stages ◽  
Practical Implications ◽  
Combat Money Laundering

Purpose This paper aims to illustrate how illegally obtained funds are laundered through raw diamonds in Austria, Germany, Liechtenstein and Switzerland. Design/methodology/approach To identify specific money laundering techniques involving raw diamonds, this study used a qualitative content analysis of data collected from 60 semi-standardized interviews with both criminals and prevention experts and a quantitative survey of 200 compliance officers. Findings Raw diamonds are extraordinarily suitable for money laundering in European German-speaking countries. In particular, they may be used in all three stages of the laundering process, namely, placement, layering and integration. Research limitations/implications Because the qualitative findings are based on semi-standardized interviews, their insights are limited to the perspectives of the 60 interviewees. Practical implications Identifying gaps in existing anti-money laundering mechanisms should provide compliance officers, law enforcement agencies and legislators with valuable insights into how criminals operate. Originality/value While prior studies focus on the methods used by organizations to combat money laundering and how to improve anti-money laundering measures, this paper investigates how money launderers operate to avoid detection, thereby illustrating authentic experiences. Its findings provide valuable insights into the minds of money launderers and combines criminal perspective with that of prevention experts.

An overview of the current state of interlibrary loans in South Africa

2015 ◽  
Vol 43 (2) ◽  
pp. 76-83
Author(s):  
Jenny Raubenheimer ◽  
John Stephen van Niekerk
Keyword(s):  
South Africa ◽  
South African ◽  
Information Provision ◽  
Literature Study ◽  
Content Type ◽  
Current Trends ◽  
Current State ◽  
Computer Library ◽  
Practical Implications ◽  
Essential Service

Purpose – The purpose of this paper is to review interlending development in South Africa and current trends in interlending. Design/methodology/approach – Literature study and survey. Findings – Interlending is still an essential service in South Africa. Interlending systems must be used effectively to ensure rapid delivery of requested interlibrary loans. There is a significant use of WorldShare ILL, but there is a scope for substantial development. Research limitations/implications – This is not a comprehensive study but focusses on current interlending activities at some of the larger South African academic and special libraries and the use of Online Computer Library Centre systems. Practical implications – The paper provides some historical information and the extent of current interlending and systems used. Social implications – The paper gives an indication of the value of interlending in South Africa and its contribution to information provision. Originality/value – The paper provides a snapshot of interlending in South Africa and areas for development.

scholarly journals Which cues cause consumers to perceive brands as more global? A conjoint analysis

2015 ◽  
Vol 32 (6) ◽  
pp. 606-626 ◽  
Author(s):  
Sarah De Meulenaer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Consumer Culture ◽  
Design Methodology ◽  
Product Category ◽  
Relative Importance ◽  
Brand Name ◽  
High Involvement ◽  
Content Type ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Examining the influences of perceived exclusivity and perceived rarity on consumers' perception of luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xujia Wang ◽  
Billy Sung ◽  
Ian Phau
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Content Type ◽  
Product Categories ◽  
Theoretical Support ◽  
Confirmatory Factor ◽  
Luxury Market ◽  
Practical Implications

PurposeThe purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether exclusivity and rarity can function as distinct marketing strategies in today's luxury market environment.Design/methodology/approachOnline questionnaires were administered by adapting developed scales from prior research. Research stimuli were chosen from three luxury categories including bags, wine and cruise. Confirmatory factor analysis and multiple regressions were used to test the hypotheses.FindingsThe results confirmed that exclusivity, natural rarity and virtual rarity were perceived as relatively distinct constructs among our sample. Findings also highlighted that perceived natural rarity (PNR) has consistently emerged as a positive and significant contributor to consumers' perceptions of luxury across all three luxury categories. The influence of perceived exclusivity (PE) on perceptions of luxury has also shown to be significant for two product categories (luxury bag and luxury wine), whereas perceived virtual rarity (PVR) did not show any significant effects across all three categories.Practical implicationsThe results indicate that consumers perceive natural rarity, virtual rarity and exclusivity as relatively distinctive marketing strategies. This suggests that luxury businesses can adopt each strategy independently to achieve desired marketing outcomes.Originality/valueThis study offers theoretical support for the proposition that exclusivity and rarity may have different functions in luxury marketing implementations. It provides empirical evidence showing the distinctiveness of perceived exclusivity and perceived rarity, which have not be done in previous research.

scholarly journals Testing the value and life-style model (VALS) of psychographic market segmentation

1990 ◽  
Vol 16 (1) ◽  
Author(s):  
G. G. Rousseau ◽  
J. Kruger
Keyword(s):  
South African ◽  
Metropolitan Area ◽  
Market Segmentation ◽  
Life Style ◽  
South African Context ◽  
The South ◽  
African Context

This article describes the development of a psychographic inventory suitable for testing the VALS model of market segmentation within the South African context. Hypotheses relating to value and life-style traits, suggested by prior research, are tested, utilising a sample of white and black respondents in the Johannesburg/Soweto metropolitan area. Results imply that the instrument developed has moderate reliability and can be administered bilingually. The VALS model tested by the instrument suggests that most respondents hold need-driven and outer-directed values. Impllications for value and lifestyle segmentation within the South African context are discussed. Opsomming Hierdie artikel beskryfdie ontwikkeling van 'n psigografiese inventaris geskik vir die toetsing van die VALS-model van marksegmentasie binne Suid-Afrikaanse verband. Hipoteses met betrekking tot waarde- en lewenstyltrekke, voortspruitend uit vorige navorsing, word getoets op 'n steekproef van wit en swart respondente in die Johannesburg/Soweto metropolitaanse gebied. Resultate toon dat die instrument gemiddelde betroubaarheid openbaar en toepasbaar is op 'n tweetalige grondslag. Die VALS-model soos getoets deur die instrument toon dat die meeste respondente behoefte-gedrewe en na buite gerigte waardes openbaar. Implikasies vir waarde- en lewenstylsegmentasie binne Suid-Afrikaanse verband word ook bespreek.

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