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  • Generating consumer insights into physical activity patterns for three different segments

    Author(s)
    Kitunen, Anna Katariina
    Rundle-Thiele, Sharyn
    Kubacki, Krzysztof
    Dietrich, Timo
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Dietrich, Timo H.
    Kubacki, Krzysztof
    Kitunen, Anna Katariina K.
    Year published
    2018
    Metadata
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    Abstract
    Segmentation theory has been suggested as an effective way to target social marketing programmes to meet different needs of different subgroups in order to achieve behaviour change more effectively. The aims of this research were two fold. First, to identify whether distinct physical activity consumer segments existed among an urban population sample and second, to observe how physical activity levels changed over a one-year period. A two-step cluster analysis was used to identify homogenous subgroups in the study population. Next, repeated measures ANOVA, with post hoc group analysis, was conducted to examine changes in ...
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    Segmentation theory has been suggested as an effective way to target social marketing programmes to meet different needs of different subgroups in order to achieve behaviour change more effectively. The aims of this research were two fold. First, to identify whether distinct physical activity consumer segments existed among an urban population sample and second, to observe how physical activity levels changed over a one-year period. A two-step cluster analysis was used to identify homogenous subgroups in the study population. Next, repeated measures ANOVA, with post hoc group analysis, was conducted to examine changes in physical activity over time and to determine if there was a significant difference between the identified segments. Three segments were identified at baseline: female positivists, active males and young and motivated. Findings indicate that physical activity changed over time for the better in all three segments with positive changes observed both in terms of the number of physical activity sessions and time spent on physical activity for exercise, recreation or sport in the past seven days. Implications for future research and practice are outlined.
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    Journal Title
    Journal of Strategic Marketing
    DOI
    https://doi.org/10.1080/0965254X.2016.1195863
    Subject
    Marketing
    Marketing theory
    Publication URI
    http://hdl.handle.net/10072/99665
    Collection
    • Journal articles

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