TY - JOUR
T1 - Indonesian healthy living intentions
T2 - Segmentation study insights
AU - Arli, Denni
AU - Dietrich, Timo
AU - Tkaczynski, Aaron
AU - Rundle-Thiele, Sharyn
N1 - Publisher Copyright:
© 2017 John Wiley & Sons, Ltd.
PY - 2017/5
Y1 - 2017/5
N2 - Obesity is a global epidemic. The very rapid growth rates of obesity prevalence observed in developing countries is alarming. Segmentation is under applied in social marketing and, when it is applied, it is based primarily on demographic data in samples drawn from developed nations. The current study adopts psychographic segmentation to understand lifestyle attitudes and intentions towards exercise and weight loss among an Indonesian sample. TwoStep cluster analysis (n = 499) identified 4 distinct segments (At risk, Conscious healthy, Overweight, and Tryers). The results of this study demonstrate that different groups exist in the larger population and that consideration of these groups may assist social marketers in creating service/intervention offerings that meet the needs of a broader range of people in the market, thus extending penetration of campaigns that address obesity.
AB - Obesity is a global epidemic. The very rapid growth rates of obesity prevalence observed in developing countries is alarming. Segmentation is under applied in social marketing and, when it is applied, it is based primarily on demographic data in samples drawn from developed nations. The current study adopts psychographic segmentation to understand lifestyle attitudes and intentions towards exercise and weight loss among an Indonesian sample. TwoStep cluster analysis (n = 499) identified 4 distinct segments (At risk, Conscious healthy, Overweight, and Tryers). The results of this study demonstrate that different groups exist in the larger population and that consideration of these groups may assist social marketers in creating service/intervention offerings that meet the needs of a broader range of people in the market, thus extending penetration of campaigns that address obesity.
UR - http://www.scopus.com/inward/record.url?scp=85018908889&partnerID=8YFLogxK
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U2 - 10.1002/nvsm.1574
DO - 10.1002/nvsm.1574
M3 - Article
AN - SCOPUS:85018908889
SN - 1465-4520
VL - 22
JO - International Journal of Nonprofit and Voluntary Sector Marketing
JF - International Journal of Nonprofit and Voluntary Sector Marketing
IS - 2
M1 - e1574
ER -