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.
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.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
|Item Type:||Conference Item (Presentation)|
|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|
Repository Staff Only: item control page