Show simple item record

dc.contributor.authorCrespo Casado, F
dc.contributor.authorRundle-Thiele, S
dc.contributor.authorDietrich, T
dc.contributor.editorTimo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki
dc.date.accessioned2018-10-16T00:08:03Z
dc.date.available2018-10-16T00:08:03Z
dc.date.issued2016
dc.identifier.isbn9789811018336
dc.identifier.doi10.1007/978-981-10-1835-0_10
dc.identifier.urihttp://hdl.handle.net/10072/380831
dc.description.abstractProviding a healthy lunchbox is one (of many) means that may assist to combat the childhood obesity epidemic. Segmentation permits homogeneous groups to be identified from a heterogeneous market to inform strategy and assist resource optimisation. The purpose of the present study is to investigate whether segments exist within carers of primary school-aged children using a TwoStep cluster analysis method. A convenience sample of 876 carers/guardians of primary school-aged children formed the basis of this exploratory study. Segments were examined using three commonly used segmentation bases, namely demographic, psychographic and behavioural variables. Three different carer segments emerged: (1) wealthy and less concerned, (2) concerned with low socioeconomic status and (3) concerned, wealthy and educated. Carers in the wealthy and less concerned segment reported the most negative attitudes towards packing lunchboxes and had the lowest intentions to increase the number of healthy lunches provided to their children. Further, they reported packing significantly less servings of vegetables and fruit than the other segments. Different segments require differently tailored social marketing programs. Implications are outlined.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSpringer Science+Business Media
dc.publisher.placeSingapore
dc.relation.ispartofbooktitleSegmentation in Social Marketing: Process, Methods and Application
dc.relation.ispartofchapter10
dc.relation.ispartofpagefrom143
dc.relation.ispartofpageto159
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode350699
dc.titleSegmenting Caregivers to Gain Insights for Social Marketing Program Design
dc.typeBook chapter
dc.type.descriptionB1 - Chapters
dc.type.codeB - Book Chapters
gro.hasfulltextNo Full Text
gro.griffith.authorRundle-Thiele, Sharyn
gro.griffith.authorDietrich, Timo H.


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Book chapters
    Contains book chapters authored by Griffith authors.

Show simple item record