Segmenting Caregivers to Gain Insights for Social Marketing Program Design
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Rundle-Thiele, S
Dietrich, T
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Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki
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Abstract
Providing 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.
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Segmentation in Social Marketing: Process, Methods and Application
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Marketing not elsewhere classified