Market segmentation : insights for changing children's physical activity behaviour

Schuster, Lisa, Kubacki, Krzysztof, & Rundle-Thiele, Sharyn (2014) Market segmentation : insights for changing children's physical activity behaviour. In 2014 Australian and New Zealand Marketing Academy Conference, 1-3 December 2014, Brisbane, Australia.

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Market segmentation has received relatively limited attention in social marketing, particularly within the context of changing children’s physical activity behaviour. This is an important area of investigation given growing concern over childhood obesity globally. The present research aims to extend current understanding of the applicability of market segmentation within this context. The results of a two-step cluster analysis on data from 512 respondents of an online survey show three distinct segments of caregivers, each with unique beliefs about their primary school children walking to/from school. The results demonstrate the validity of employing the process of market segmentation within this social context and provide further insights for targeting the identified segments through tailored social marketing programs.

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ID Code: 82095
Item Type: Conference Item (Presentation)
Refereed: Yes
Additional URLs:
Keywords: Segmentation, Social Marketing, Active Transportation, Children
ISBN: 1447 - 3275
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 02 Mar 2015 01:27
Last Modified: 02 Mar 2015 01:27

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