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  • Indonesian healthy living intentions: Segmentation study insights

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    Arli92746.pdf (369.3Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Arli, Denni
    Dietrich, Timo
    Tkaczynski, Aaron
    Rundle-Thiele, Sharyn
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Dietrich, Timo H.
    Arli, Denni
    Year published
    2017
    Metadata
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    Abstract
    Obesity is a global epidemic. The very rapid growth rates of obesity prevalence observed in developing countries is alarming. Segmentation is under applied in social marketing and, when it is applied, it is based primarily on demographic data in samples drawn from developed nations. The current study adopts psychographic segmentation to understand lifestyle attitudes and intentions towards exercise and weight loss among an Indonesian sample. TwoStep cluster analysis (n = 499) identified 4 distinct segments (At risk, Conscious healthy, Overweight, and Tryers). The results of this study demonstrate that different groups exist ...
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    Obesity is a global epidemic. The very rapid growth rates of obesity prevalence observed in developing countries is alarming. Segmentation is under applied in social marketing and, when it is applied, it is based primarily on demographic data in samples drawn from developed nations. The current study adopts psychographic segmentation to understand lifestyle attitudes and intentions towards exercise and weight loss among an Indonesian sample. TwoStep cluster analysis (n = 499) identified 4 distinct segments (At risk, Conscious healthy, Overweight, and Tryers). The results of this study demonstrate that different groups exist in the larger population and that consideration of these groups may assist social marketers in creating service/intervention offerings that meet the needs of a broader range of people in the market, thus extending penetration of campaigns that address obesity.
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    Journal Title
    International Journal of Nonprofit and Voluntary Sector Marketing
    Volume
    22
    DOI
    https://doi.org/10.1002/nvsm.1574
    Copyright Statement
    © 2017 John Wiley & Sons, Ltd. This is the peer reviewed version of the following article: Indonesian healthy living intentions: Segmentation study insights, International Journal of Nonprofit and Voluntary Sector Marketing, Volume 22, Issue 2, e1574, 2017, which has been published in final form at https://doi.org/10.1002/nvsm.1574. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving (http://olabout.wiley.com/WileyCDA/Section/id-828039.html)
    Subject
    Consumer-Oriented Product or Service Development
    Publication URI
    http://hdl.handle.net/10072/344246
    Collection
    • Journal articles

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