KINE 4020 Lecture Notes - Lecture 3: Core Data, Psychographic, G Adventures
22 Feb 2016
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Document Summary
Separating larger heterogeneous markets into smaller homogenous: may focus on one particular segment or multiple, ex. through type of sport, age, cultural background. Geographic: division of consumers based on visitor origin or market location: cultural expectations, social norms. Demographic: separate market based on age, sec, education, religion, race, marital status, family size: most common approach, easy to measure these variable, rarely changes (hard core data, targeting groups of higher socio-economic status as they have. Socio-economic: variable such as occupation and income the resources available to participate. Psychographics: personality, values, motives, attitudes, or lifestyle: create consumer profiles to suit their needs, profile evolves over time as their motives and interests change. Behavioural: based on behavioural information such as travel history and travel patterns. Geographic: detroit area, windsor and surrounding area. Socio-eco status: acknowledging that it is a lower status area. Disability acknowledged: usually have different needs and these needs must be, needs are often overlooked by event organizers, ex.
