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  • Just How Prepared Are You? An Application of Marketing Segmentation and Theory of Planned Behavior for Disaster Preparation

    Author(s)
    Daellenbach, K
    Parkinson, J
    Krisjanous, J
    Griffith University Author(s)
    Parkinson, Joy E.
    Year published
    2018
    Metadata
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    Abstract
    The threat of a disaster is very real for many, and preparation is vital. To identify differences in how people respond to disaster preparation, a segmentation approach may be useful. Based on a survey, cluster analysis and application of the theory of planned behavior, this study finds four segments in the population. The unprepared and uninterested segment may be encouraged by associating preparation tasks with benefits other than disaster resilience. Willing but could do more may respond to information highlighting that government support may not be enough in a disaster. For it’s just too difficult, barriers need to be ...
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    The threat of a disaster is very real for many, and preparation is vital. To identify differences in how people respond to disaster preparation, a segmentation approach may be useful. Based on a survey, cluster analysis and application of the theory of planned behavior, this study finds four segments in the population. The unprepared and uninterested segment may be encouraged by associating preparation tasks with benefits other than disaster resilience. Willing but could do more may respond to information highlighting that government support may not be enough in a disaster. For it’s just too difficult, barriers need to be addressed, lowering costs of preparation and changing perceptions of difficulty. Those in knowing, interested, and prepared could be encouraged to help spread the word of the importance of preparation. Further recommendations are made for the wider public policy context, including a call for more segmentation approaches to build understanding and resilience.
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    Journal Title
    Journal of Nonprofit and Public Sector Marketing
    Volume
    30
    Issue
    4
    DOI
    https://doi.org/10.1080/10495142.2018.1452830
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/381829
    Collection
    • Journal articles

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